Jack Daniel's Tennessee Honey is taking its signature urban art and Hip Hop program, Art, Beats + Lyrics, into new frontiers -- including outer space -- with The Verse, the brand's first immersive virtual reality experience.

The Afrofuturism-inspired world showcases the works of celebrated Black and diverse artists and creators while exploring the intersection of Hip Hop and innovation. The state-of-the-art experience will provide visitors with a range of interactive attractions, including an exclusive virtual performance by the critically acclaimed fusion band Phony Ppl. The virtual concert is one of the first to use markerless motion capture through AI technology. The Verse can be accessed through any connected device (mobile, tablet, desktop or VR headset) through www.SeeTheVerse.com.