By Ian Neubauer

The Bacardi company has signed a groundbreaking contract with British music group Groove Armada that will see the two parties work creatively together on promotional projects.

“We’ll see Groove Armada performing live at our events, laying down tracks for our advertising and promotions and filming the experience along the way,” said Bacardi global brand director, Jeff Mcdonald.

“This collaboration is particularly topical as artists in the music industry look for new business models and partners. It [represents] an evolution in the standard artist-endorsement contracts.”

The year-long contract will see Bacardi and Groove Armada record and release exclusive new material in 2008 exclusively through Bacardi rum and the Bacardi B-Live music events label.

Bacardi B-Live is an experimental marketing program run in 25 countries that has seen more than 1400 artists perform at 300 events attended by half a million people. In Australia, Bacardi B-Live has featured at large-format music festivals including Good Vibrations, Splendour in the Grass and Bacardi Express.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

Leave a comment

Your email address will not be published. Required fields are marked *