top of page

Sound, Spirit, and Storytelling: AFA x Three Chord Bourbon

  • Writer: Matthew Reich
    Matthew Reich
  • Jun 27
  • 2 min read

Updated: Jul 2

Artist For Artist® partnered with Three Chord Bourbon and its founder, Rock & Roll Hall of Famer Neil Giraldo, for a bi-coastal activation that brought together sound, story, and spirit in a uniquely intimate way to launch their Volume 2 line of product. All of this on the heels of Pat Benatar & Neil Giraldo receiving the ASCAP Humanitarian Award at the 50th Annual WhyHunger Gala at Lincoln Center.


Neil Giraldo & guests at Power Station Studios NYC
Neil Giraldo & guests at Power Station Studios NYC

The first stop: New York City. Set inside the iconic Power Station Studios—where Giraldo recorded decades earlier—we hosted a gathering as part of the New York Music Month event series in partnership with the Mayor's Office of Media & Entertainment that blended live performance with a rare kind of storytelling. Neil shared anecdotes from his multi-decade career, riffed on inspiration and craft, and hosted a toast with his upcoming bourbon line (Volume 2) in honor of his late friend and collaborator Rick Derringer. It was Neil's first time back in that studio in over 40 years, and the atmosphere was electric with memory and momentum.


Highlights from the Three Chord NYC event
Neil Giraldo & whiskey maker Ari Sussman speaking with the NYC audience.
Neil Giraldo & whiskey maker Ari Sussman speaking with the NYC audience.

A couple weeks later, we brought the event to the West Coast with a second activation at the Sunset Marquis (Morrison Hotel Gallery & Bar 1200) in Los Angeles. This event served up another full house, this time wrapped in LA’s signature golden-hour glow. Guests explored the gallery, shared Three Chord cocktails, and connected with Neil’s storytelling through legendary photos that reflected his take on artistry, process and the power of music.


Highlights from the Three Chord LA event


Across both events, AFA led creative concept and production—from guest list flow and branded assets to content capture and social rollout. Big thanks to Three Chord Bourbon and Neil Giraldo for trusting us with the vision.

See more of our work, and get in touch for your next activation, at artistforartist.com



Your One-Stop Shop For Impact & Talent
White Noise
AFAHiRes.png

Artist For Artist

Est 2018

Your One-Stop Shop For Impact & Talent

Artist For Artist® is an events, marketing and talent agency founded and run by music industry veterans. We build unforgettable experiences and campaigns powered by artists - designed to move audiences, shift culture and deliver results.

Portfolio

Contact Us

bottom of page