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