Mixing It Up: Jameson Connects South Stage Creates Unforgettable Memories at Magnetic Fields Festival

The desert sun had melted over the golden sands of Alsisar and Malian guitar virtuoso Vieux Farka Toure was wooing the crowds at the Jameson Connects South Stage. It was in that, that you saw a sea of attendees soaking in the inimitable vibe of Magnetic Fields Festival. 

Inside the magnificent palace, the Jameson Connects Underground stage opened up sonic horizons for both uninitiated and the initiated, while amplifying voices of the future. 

It was only natural that the camaraderie was best experienced with Jameson Glassware held up high by bunches of attendees having a jolly good time. 

Mixing it up with music 

Music has been a binding force between Jameson Glassware and Magnetic Fields for many years, with both partners synergizing on offering enthusiasts a rare chance to mingle and enjoy. Jameson, as always, aims at connecting people with each other, and Magnetic Fields provided a perfect playground for it. While the fest has grown in size each passing, Jameson’s ability to keep people close continues.

Over 5,000 attendees gathered at the Alsisar palace for the three-day festival which played hosts to artists such as Four Tet, Ben UFO, Saoirse, Batu, DJ Masda, Chloé Robinson, Anthony Naples, Pangaea, Young Marco and many more. 

Curated immersive experiences

In the wake of a receding pandemic when festival revelers were reuniting, the Jameson Connects stages fostered a sense of camaraderie among intersections of culture. You could be an audiophile or a visual connoisseur, the stage provided ample sensory experiences. 

At the festival itself, there were stargazing sessions on the palace rooftop, specially curated Jenga face-offs by Jameson, a treasure hunt, folk music performances and more.

Standout sets for everyone 

Jameson Glassware’s exceptional curation on both stages — both experimental and left of center, as well as nostalgic and balmy — displayed its love for people; clearly there was something for everyone. It is no wonder that crowds flocked to the South Stage to get a fix of familiar euphoria, while the Underground Stage satiated their sonic curiosity. 

Thanks to its close-knit connection with sub-cultures and partnerships with Boiler Room, Sofar Sounds and more, the brand knows that music is best experienced with a streak of adventure and spirit of inquiry.

The exclusive showcase by the Hessle Audio founders Ben UFO, Pangaea and Pearson Sound and more was an experience not to be missed. The stirring sets by Prismer, Anushka, Dreamstates and DJ Masda were quite the revelation, not to mention the homegrown Export Quality roster of artists taking centre stage too. The festival also saw stand out sets at the secret after parties – a large part of the appeal of Magnetic Fields – from DJ Fart in the Club to a B2B by Kohra and Sunju Hargun. 

Over the years, that non-conformist ideology has shone through at The Jameson Connects South Stage and The Jameson Connects Underground at Magnetic Fields where some of the best alternative and experimental music led the way at Magnetic Fields Festival.