Jack Daniel’s On Stage with Road to Indiefest: Amplifying Indie Music in the Philippines

Jack Daniel’s, the world’s best-selling Tennessee whiskey, continues to fuel the local music scene with Jack Daniel’s On Stage — with Road to Indiefest, a platform dedicated to supporting rising independent artists in the Philippines.

Following the recent media conference, Gabriel Fajardo, Brand Marketing Manager of Jack Daniel’s, Emerging Asia, shared exclusive insights into the brand’s long-standing commitment to the indie music community.

Gabriel Fajardo, Brand Marketing Manager of Jack Daniel’s, Emerging Asia

From Rock and Roll Roots to Indie Movement

According to Fajardo, Jack Daniel’s presence in the Philippine music scene dates back to the mid-2000s. Back then, the brand was heavily associated with rock and roll and world music. By 2005, Jack Daniel’s began supporting indie artists, giving them a platform to showcase original compositions instead of just cover performances.

“Before, it was just about rock and roll. But when Jack Daniel’s reactivated in the Philippines, we wanted to highlight originality—supporting indie bands who were really creating music,” Fajardo recalled.

Road to Indiefest: A Platform for On-the-Brink Artists

Now in its second year, Road to Indiefest has grown to feature more bands, handpicked not just for their talent but for their drive and commitment to their craft.

Fajardo explained that the selection process is thorough. Bands must be active performers, engaged with their communities, and consistent in producing original music. A panel composed of brand representatives, music media partners, and industry icons deliberates to identify which artists qualify for the program.

“These are not complete newbies,” Fajardo emphasized. “We choose artists who are on the brink—those ready to break through and committed to building sustainable careers in music.”

Beyond Borders: Taking Indie Talent International

Jack Daniel’s On Stage does not stop at local gigs. Over the years, the program has opened opportunities for Filipino indie bands to perform outside the country, including stages in Singapore, Cambodia, and Indonesia.

“We’ve done it before, and we’ll continue finding ways to bring Filipino talent to bigger and bigger stages,” Fajardo said, underscoring Jack Daniel’s vision of giving artists not only exposure but also sustainable opportunities.

Open Support for the Indie Community

Fajardo also shared that Jack Daniel’s remains open to collaborations and sponsorships, whether for special events or milestone celebrations of bands outside its official roster. “We’re here to support the industry. As long as there’s value exchange and commitment, we’re open to talks,” he added.

Looking Ahead

The current season of Jack Daniel’s On Stage with Road to Indiefest is scheduled to run until April 2026, featuring multiple phases and showcasing outstanding talent from across the Philippines. Fans can look forward to electrifying performances, community-driven events, and the chance to witness indie artists rise to larger stages in Asia and beyond.

With Jack Daniel’s at the forefront, the indie music movement in the Philippines continues to thrive—louder, bolder, and stronger than ever.

Jack Daniel’s On Stage – Road to Indiefest proudly presents its indie production partners: Doc Def Productions, Funky Beat Entertainment, GNN, Locked Down Entertainment, Otelik Presents, SYQL, The Flying Lugaw, and Red Ninja Productions.

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