Curious Nation takes The Busker Triple Sessions to Japan

Curious Nation has taken The Busker Irish Whiskey’s music platform into Japan, launching a series of intimate live performances built around local artists and the brand’s triple-cask credentials.

The Busker Triple Sessions was developed by the Australia and New Zealand brand activation agency for client Disaronno International, working with Japanese distributor Whisk-e. MassiveMusic partnered with Curious Nation on talent and licensing.

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Building around Japan’s music culture

Rather than bringing an international artist into the market, the campaign centres on Japan’s live music scene, combining performances, artist storytelling and branded experiences.

Curious Nation led strategy, creative development, event design and production, content strategy and production, social media development and campaign delivery in Japan.

The platform launched in Tokyo in June with singer-songwriter luvis, before a second session featuring TENDRE, the solo project of Japanese multi-instrumentalist, singer and producer Taro Kawahara, at The Music Bar Cave Shibuya. A third event is scheduled for Osaka in October.

The activity extends The Busker’s presence in a market it entered in October 2021, according to Japanese distributor Whisk-e.

Three songs for the triple-cask story

Each Triple Session is structured around three musical chapters designed to reflect The Busker’s Triple Cask positioning.

“Origins” asks an artist to perform a song that influenced them, “Now” focuses on a track that defines their current work, while “Blend” brings those influences together through a new interpretation.

Gareth Brock, head of strategy ANZ at Curious Nation, said the agency wanted the platform to participate in music culture rather than simply attach the whiskey brand to it.

“The strongest brand experiences don't interrupt culture, they contribute to it. Rather than simply sponsoring music, we wanted to create something that gives artists a stage to tell their stories while naturally expressing what makes The Busker distinctive. By translating the brand's triple cask credentials into a creative expression, we've built a platform that feels authentic to both the whiskey and Japan's vibrant music culture, creating something with the potential to grow well beyond a single campaign.”

From the venue to social and retail

The live events also serve as content production opportunities, generating artist interviews, performance footage and behind-the-scenes material for YouTube, Instagram, TikTok and The Busker’s owned channels.

Venues feature Triple Sessions branding, bespoke lighting, branded glassware and Busker highballs, alongside promotional game cards and instant-win activity linked to purchases.

The campaign also extends into retail through bottle promotions, limited-edition packaging and a competition offering Busker-branded speakers.