According to the global head of music at BACARDÍ, Liz Walaszczyk, “Every brand wants to have a place in music.”
2013 BCA 10 winner BACARDÍ is an enduring brand with a 153 year old history, surviving Prohibition and on top of that, an exile from Cuba. Since its “BACARDÍ Untameable Since 1862” campaign in 2015, the brand has pivoted back into pop-culture cool by focusing on music. It actively targeted millennials by hosting mobile house parties in Philadelphia, Washington D.C., Atlanta and Miami, all the while partnering with musicians like hip-hop duo, Run the Jewels, to highlight their latest projects.
Working with an annual budget of approximately $50 million, over time BACARDÍ has created marketing clout at social events through executing global festivals with partners like Major Lazer.
Major Lazer’s sound, production and live performance quality made the group a natural partner for BACARDÍ. From the start, Major Lazer has operated under the premise that pop music is a truly global phenomenon, blending a unique mix of Afrobeat, EDM and dancehall that pulls in fans from Lagos, Nigeria to Los Angeles, fueling cultural earthquakes of sound and texture. This is perfect for BACARDÍ, who is seeking to attract consumers across the world and honor its cultural mishmash at the same time.
The newly formed Music Liberates Music BACARDÍ and Major Lazer collaboration gives free studio time to rising Caribbean artists, working to support and create a future for the legacy of Caribbean beats, rhythms and tunes that inspired the band and many other music lovers around the world.
As a part of Music Liberates Music, BACARDÍ has pledged to contribute studio time to aspiring artists each time a specific song by Major Lazer, “Front of the Line,” plays on Spotify.
Artists to benefit from the program include Shokryme (Jamaica), Mystic Davis (Jamaica), Triple Kay (Dominica), Shanta Prince (Barbados), Dynamite (St. Vincent), Mula (St. Vincent), Bridgetown (Barbados), Ricky T (Castries) and Cohoba (Dominican Republic).
How it works? For every 50 plays of Major Lazer’s “Front of the Line” on Spotify, BACARDÍ will donate one second of studio time. One hundred and eighty thousand plays would create an hour of studio time. While this might seem daunting at first, Major Lazer’s hit list has achieved more than 40 million plays with seven Billboard Hot 100 hits such as “Lean On” with DJ Snake with over 2 billion YouTube plays and “Cold Water” featuring Justin Bieber and MØ.
“Front of the Line” is the band’s latest dance hall single, featuring Machel Montano, the Trinidadian soca star, and Konshens, the hitmaking Jamaican dancehall artist. Upon logging into the Music Liberates Music landing page, one can see a countdown of total plays for the song. As of July 5th, the song already has created over 79 studio hours for the 9 artists.
Photos and Video: BACARDÍ