Atlanta-based record label Love Renaissance (LVRN) announced Thursday (June 6) that it has made an investment in Jerk X Jollof, a platform celebrating Afro-Caribbean culture.
The move marks a key step for LVRN’s expansion into the Afro-Caribbean entertainment scene, LVRN said, without disclosing the size of its investment.
Jerk X Jollof, established in 2016, has gained recognition for its immersive experiences that blend music seamlessly with cultural celebration. The company originated in Ann Arbor, Michigan, and is established in Detroit.
The platform curates experiences at national conferences including the National Society of Black Engineers and the Annual Medical Education Conference. It hosts a signature pool party event called Island Hours, and has helped promote African and Caribbean acts such as Seun Kuti, DJ Lag, Sister Nancy and Chronixx for their Detroit concerts, Jerk X Jollof said on its website.
Following a successful collaboration at New York Fashion Week in 2022, LVRN says it saw the potential for a deeper partnership with Jerk X Jollof.
“Our investment in Jerk X Jollof underscores our commitment to empowering communities through music and culture,” said Tunde Balogun, co-founder & CEO of LVRN. “We are excited to join forces with Jerk x Jollof as they continue establishing themselves as a cultural cornerstone for Afro-Caribbean entertainment.”
“Our investment in Jerk X Jollof underscores our commitment to empowering communities through music and culture.”
Tunde Balogun, LVRN
Since the investment, Jerk X Jollof has attracted renowned DJs and celebrities to its events, with industry heavyweights like Skepta and Uncle Waffles, alongside tastemakers like Soulection’s Joe Kay all gracing Jerk X Jollof’s stages. Music icons such as Davido and Chris Brown have also been spotted at Jerk X Jollof’s events.
Brendan Asante, founder of Jerk X Jollof, said, “LVRN’s home grown mentality & strategy towards creating lasting moments across music & culture that resonate deeply with consumers is what made us feel really confident in joining forces with them.”
“LVRN’s home grown mentality & strategy towards creating lasting moments across music & culture that resonate deeply with consumers is what made us feel really confident in joining forces with them.”
Brendan Asante, Jerk X Jollof
“Their hunger and plans to expand deeply into the Afro-Caribbean space lined up perfectly with our plans to further grow the Jerk X Jollof brand into the household name that is already becoming around the world.”
The collaboration between LVRN and Jerk X Jollof has also seen the creation of the Jerk X Jollof Stage at Promiseland Australia, happening in October. Following a Jerk X Jollof tour in Sydney and Melbourne, the team curated the festival’s amapiano stage called the Jerk X Jollof Stage to showcase different talents.
“This commitment is not just a goal, but a shared passion that we at LVRN are excited to be a part of. The Jerk & Jollof platform allows us to spotlight DJs within the space, something that has been missing for a while,” Balogun added.
Jerk X Jollof marks the latest in LVRN’s investment portfolio after the latter made strategic investments in music/tech startup EngineEars, AI-powered marketing platform SymphonyOS, and fan engagement startup Laylo.
LVRN is backed by Matt Pincus-led MUSIC, which made a “significant minority investment” in the label last year. LVRN also has partnerships with Warner Chappell Music and music streaming and discovery platform Audiomack.
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