Search icon


20th Dec 2016

You Already Know John Hammond From The New Guinness Ad – Now Watch Rudimental Give Their Take On Him


You’ve probably already seen the unreal Guinness ad that tells the story of John Hammond – the talent scout who spurned racial divisions in 1930s New York, and described himself as “the sometimes intolerant champion of tolerance”.

If you haven’t, then you need to watch it here.

In an era before civil rights when black and white musicians seldom played together, Hammond broke down (or ignored) these barriers in the name of great music, and went on to discover the legendary Billie Holiday, Count Basie and Benny Goodman.

Dancers In New Guinness Ad Celebrating John Hammond An Ordinary Man Who Achieved Extraordinary Things Www Guinness Com A

Now, Guinness has brought contemporary artists on board to tell Hammond’s story through their own eyes.

First up is Rudimental – and you could hardly pick a more appropriate act, given that they themselves are a racially integrated band – who talk about the influence that cultural diversity has had on their music.