Craft, Creativity & Culture

Monkey Shoulder has always blurred the lines between craft and creativity — from reimagining whisky culture to championing DJs and bartenders on the world stage. As the brand celebrates its 20th anniversary alongside the DMC World DJ Championships’ 40th, DMC checks in with Monkey Shoulder’s Joe Petch… 

MAKE IT MONKEY

Year two of the Monkey Shoulder and DMC World DJ Championships adventure, and what a way to start in Paris last October. What were some of the stand-out highlights from what is being called the ‘greatest event in DMC’s history’…?

Paris was a milestone for us. As the first spirits brand ever to partner with DMC, Monkey Shoulder was honoured to bring our support directly to the world’s best DJs. Le Trianon was an incredible venue—its intimate, vintage vibe felt like a perfect home for grassroots talent. But it was the DJs themselves and the showcase acts—especially watching legends like C2C blend their sets—that truly stole the show. Seeing competitors from every corner of the globe, pouring their passion into every scratch and mix, reminded me why we do this: to celebrate real craft, on stage and behind the bar.

2025 is a huge year for both brands – Monkey Shoulder hits 20, whilst the DMC Championship hits 40. What first inspired Monkey Shoulder to partner with the DMC World DJ Championships?

Since our 2005 launch, Monkey Shoulder has set out to challenge conventions, champion creativity and craftsmanship—whether that’s in a glass or on the turntable. DMC champions DJ skills, the same way we shine a light on bartenders who build every drink from scratch. In a world of pre-made mixes and push-button magic, both communities remind us that true craft comes from dedication, practice, and imagination. As we toast 20 years, there’s no better partner than DMC to help unite DJs, bartenders, and music lovers around that shared passion.

One of your greatest partnerships is with Giles Peterson’s Worldwide FM and your Studio Monkey Shoulder project. What are the primary goals of Studio Monkey Shoulder in its second year?

Studio Monkey Shoulder is a music initiative dedicated to empowering and celebrating innovative grassroots music communities across the globe. In year two, we continue this mission with our partners Worldwide FM and Gilles Peterson, offering a £50k fund across five selected communities in the UK, Taiwan, India, Nigeria, and new for 2025, Germany, to help bring their original projects to life and tell their stories through a series of films, events, and radio broadcasts.

Why is Monkey Shoulder committed to supporting grassroots music communities globally? Can you share any success stories or standout moments from the first year of Studio Monkey Shoulder?

Studio Monkey Shoulder believes that music is a powerful force for creativity and cultural expression. Grassroots music communities are often where the most exciting and original projects are born but they frequently lack the resources and platforms needed to thrive. Through Studio Monkey Shoulder, we’re committed to amplifying these voices, empowering local artists, and celebrating the diversity of global music culture.

In our first year, we were proud to support a range of inspiring initiatives. In Nigeria, we backed Jazzhole, a cultural preservation project celebrating the richness of the country’s musical heritage. In Taiwan, we funded a day festival by Melting Part, which spotlighted the vibrant Taiwanese jazz scene and helped it reach new audiences beyond Taipei. And in India, we supported a one-of-a-kind event deep in the jungle, honouring the country’s sound system culture, run by BFR Soundsystem. And that’s just to name a few. Studio Monkey Shoulder aims to support these cultural spaces and similar, to keep them thriving. 

How do you balance brand identity with authentic cultural storytelling in a project like this?

Authenticity comes from participation, and shared passions. We immerse ourselves in the scenes we support—attending shows, working side-by-side with DJs and bartenders, and sharing their stories in their own words. By building long-term relationships, our brand presence grows organically, rooted in genuine passion for music and craft.