ThisChord is a monthly music platform that brings people together through in-person socials. These events are designed to create a safe space for music lovers to have conversation and spark connection around artists, albums and genres. Since launch, HumanThreadsss has partnered with the platform to elevate these experiences, covering artists like Drake, Usher and Beyoncé, as well as genre-focused editions across R&B and Dancehall.

The first Beyoncé social took place over a year ago (April 2023), when ThisChord was still in its early stages. It was only the fourth social and leaned into cut-outs, props and playful visuals. It set the tone for what the series could be, but also reflected where the platform was at the time.

By the time of the second Beyoncé social, ThisChord had grown in ambition and scale. The aim was not to replicate the original format but to show the platform’s evolution and give Beyoncé fans, including those who had attended the first edition, a new way to experience her work.

The Idea

The night explored Beyoncé’s evolution, putting Renaissance and 4 head to head. What made this social unique was its timing. It came just after the UK leg of her Cowboy Carter tour. Fans were still buzzing, and the challenge was how to prolong that energy while offering something they could not get at the concert itself.

That is where Sir Davis came in. The whisky is already part of Beyoncé’s world, but due to it’s inaccessibility here in the UK, it is not something that is top of mind for UK fans. Our idea was to bring the two together, using taste and sound side by side to create a more holistic and sensory Beyoncé experience.

What We Did

• Partnered with Sir Davis as the exclusive drinks brand for the evening.

• Collaborated with our in-house mixologist to design two cocktails inspired by standout tracks from Renaissance and 4.

• Served the drinks in sync with the music, inviting guests to reflect on how flavour shifted their experience of each track.

• Closed the night with a DJ-led mini-party, giving fans more time to celebrate, share and stay immersed in Beyoncé’s world.

One attendee summed it up perfectly: “I want a love that tastes as sweet as this drink.”

How It Elevated the Format

• From props to palate: moving beyond visual installations to a multi-sensory approach that combined taste and sound.

• From separate to unified: bringing Beyoncé’s whisky and her music together, making them part of the same story for UK BeyHive members.

• From early-stage to evolved: demonstrating ThisChord’s growth since its first year and ability to deliver deeper, more layered experiences and partner with premium brands.

• From concert to continuation: extending the post-tour energy, giving fans a way to keep celebrating together.

Impact

• Sold Out: 90+ Beyoncé fans filled the room, arriving early and staying engaged.

• Extended Experience: gave the BeyHive a way to prolong their concert high with something new and intimate.

• Exclusive Access: offered rare UK exposure to Sir Davis while linking it directly to the music.

• Authentic Buzz: generated organic UGC and memorable commentary, extending reach beyond the night.

Why It Worked

This social worked because it unified two elements of Beyoncé’s world that are rarely experienced together: her music and her whisky. By making taste part of the listening journey, we created a holistic Beyoncé experience that felt authentic, elevated and unforgettable, while also showcasing the growth of ThisChord as a platform.