Vuse, BAT Sponsor Grammy-Winning Band

The Fratellis to debut song on e-cigarette company’s age-restricted social-media page
The Fratellis
Photograph: Shutterstock

WINSTON-SALEM, N.C. — The maker of the Vuse brand of electronic cigarettes is sponsoring the U.S. concert tour of the Grammy award-winning band The Fratellis, which will also include the debut of a new song and accompanying video on Vuse’s social media page, officials with R.J. Reynolds Vapor Co. (RJRVC) said.

Winston-Salem, N.C.-based RJRVC is sponsoring the U.S. leg of the band’s upcoming concert tour in conjunction with its London-based parent, British American Tobacco (BAT).

To support the sponsorship, The Fratellis will offer exclusive access to their new song “Strangers in the Street” via Vuse Vapor’s U.S. age-restricted Instagram channel.

“This song is a unique passion project for us. We recorded separately due to the pandemic and edited together to share through Vuse’s Instagram,” said Jon Fratelli, lead vocalist and guitarist for the band. “We’re glad we can still put out music despite the circumstances, and we’re thankful to Vuse for helping make it happen.”

Formed in 2005, The Fratellis are a multiplatinum, award-winning rock band from Glasgow, Scotland, consisting of Jon Fratelli; Barry Fratelli, bassist and backing vocalist; and Mince Fratelli, drummer and backing vocalist. The band's 2006 song "Chelsea Dagger" became an unofficial anthem of the NHL's Chicago Blackhawks. 

The Fratellis have announced that their sixth studio album, titled, “Half Drunk Under a Full Moon,” will be released Oct. 30 and coincide with a United Kingdom and North American tour.

“We’re pleased to be part of The Fratellis’ upcoming U.S. tour, and to bring exclusive music and inspirational experiences for adult nicotine consumers,” said Leila Medeiros, U.S. head of Vuse Vapor.

To provide support to the music community during the pandemic, Vuse Vapor is including a link in its social-media platform for individuals to donate to MusiCares through the Spotify COVID-19 Relief Fund. The Fratellis will also donate to COVID-19 relief funds.

“COVID-19 has left the music community devastated, leaving many musicians and creators without jobs and an uncertain future,” Medeiros said. “We are thrilled to support this effort with The Fratellis and, in addition, are proud to make a corporate donation to help the music community.”

U.S. tour dates will be announced later this year, the company said.

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