Jameson are on a journey to discover new ways of looking at the conventional. We’ve teamed up with them to bring you three Irish cultural artists who are mixing things up to create new tastes and exciting possibilities.
First up is Brendan Canty, whose thirst for discovery has led him into a world of new opportunities with music collective Feel Good Lost.
Borne out of a bedroom project, Feel Good Lost has now become a part-music label, part-art collective and a beacon of light for Ireland's music scene.
Although the collective are known for the haunting video to Hozier's viral hit Take Me To Church, Feel Good Lost had amassed a solid reputation for music videos with solid artists such as Jape, mmoths and AlunaGeorge.
It would seem, however, that Canty is mining singer-songwriters - just not ones mainstream audiences would be overly familar with. He recently turned down an offer from Olly Murs' camp to create a music video for the popstar.
Echoing the Jameson ideology of it’s not what you do, it’s how you do it, Cnaty explains "it's not that we only we work with alternative artists. I think some of the best directors have worked on pop songs. It wasn’t even the worst Olly Murs song or anything, but I need something with lyrical subtlety, so we can read between the lines a little bit."
It’s one of the reasons that Canty has recently completed a music video for Irish troubadour Gavin James. "The second I heard the track I knew it was the song I’d been waiting for to make a video for," he tells us. "It’s cinematic, it’s emotive. It ticked all the boxes I look for."
Turning down work from popstars aside, Canty is a firm believer in music video's ability to transcend limitations. "Even though budgets were falling (when I started out), it was becoming much cheaper to make videos and to just put something up on YouTube and get some real attention."
As with Jameson Ginger & Lime, Canty knows that by taking the perfect ingredients and combining them together, you can create something fresh, exciting and unique. What defines Canty and Feel Good Lost's work is the use of landscape and the innate quality of Ireland's scenery . "Our secret weapon was staying in Cork," Canty explains. "Everybody says you have to move to London to make it work. I can’t imagine not being a twenty minute drive from the beach, or the countryside - even in our towns, we’re rich with all these potential settings."
Now that Hozier has become a global entity, Canty believes the world is looking to Ireland and what an ambassador Feel Good Lost is: Canty is blending and distilling soulful Irish music with our sumptuous landscape to create something entirely new.
This summer Jameson, Ginger & Lime is challenging you to experience something new and different.
To enter their competition and be in with a chance of winning a Jameson experience for you and two friends just visit http://www.jamesoncultfilmclub.ie/jameson-ginger-and-lime
*Competition closes May 30th. T&Cs apply. The competition is valid for over 18s only.