That is why Jägermeister backs aspiring musicians, DJs and bands worldwide. Programmes such as the JägerMusic Awards in Russia, JägerMusic in the UK, the Musikplatz in Latin America or the JägerMusic Lab in Italy support up-and-coming talents..
The After Dark Society extends this assistance to artists of all genres, uniting DJs, tattoo artists, bands, dancers, photographers and other creatives from around the world. Above all, Jägermeister gives these artists the freedom to live their identities and express themselves in their work. The Night Embassy, which opened its doors for the first time in Berlin in 2019, gave various artist collectives from Berlin precisely this freedom for several weeks. Positive resonance led the format to be exported to other capitals.