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Music Liberates Music

Music Liberates Music | Bacardi | BBDO
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basics
Industry: Alcoholic drinks
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
In recent years, popstars in America and Europe have had huge hits with Caribbean influenced music tracks (that happen to be very popular with Bacardi’s target audience). Meanwhile, real Caribbean music artists struggle to get recognition or the resources to record their own music. With strong Caribbean roots, Bacardi wanted to support authentic island music and give it more exposure.
Strategy
Although Bacardi is the world’s number one authentic Caribbean rum, many millennials see Bacardi as a big liquor brand, not a genuine voice of the Caribbean. To prove Bacardi’s credentials, we partnered with Caribbean influenced band, Major Lazer, to support authentic Caribbean music. By leveraging the popularity of Major Lazer, Music Liberates Music exposed authentic Caribbean music to a whole new audience. This not only proved the brand’s knowledge of new Caribbean music, it showed that Bacardi was invested in the culture it came from.
Outcome
4 million songs plays. 128 hours of studio time generated for Caribbean artists. 8 new tracks featured on an album promoted by Bacardi & Major Lazer. 88 Million earned media impressions. It even launched the career of one our artists, Dynamite from St Vincent, who secured a record deal with Sony, thanks to exposure from the campaign.
Execution
Music Liberates Music was a unique brand partnership that leveraged Major’s Lazer’s fan base to give back to get exposure for real Caribbean artists. Every 10 plays of Major Lazer’s new track generated 1 second of studio time. This studio time was divided between 8 local artists (chosen by Major Lazer) in 6 Caribbean islands. The artists were introduced via videos profiling their humble backgrounds and music style, as well as the struggles they faced in recording their own music. Major Lazer supported the campaign with social posts encouraging their fans to generated more studio time. A Spotify takeover and website hub showed live data of the song plays and studio time generated which was documented in content videos and Instagram Stories. The final recorded songs were then featured on an album and exclusive Spotify playlist that was promoted by Bacardi+Major Lazer to aspiring Caribbean artists the exposure they deserved.
CampaignDescription
Bacardi partnered with popular band, Major Lazer to give back to the Caribbean music culture that inspires their sound. Every time someone played Major Lazer’s new track on Spotify, it generated studio time for aspiring Caribbean artists. The artists’ recording sessions were documented live and their new tracks were featured on an album promoted globally by Major Lazer/Bacardi.
credit
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Agency:
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Sectors > Food & Drink
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Content Marketing > Partnerships
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Sponsorship & Brand Partnership
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Use of Real-time Data
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Co-creation & User Generated Content
Clio Awards 2018
Bronze Public Relations
Multicultural
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