music trio Major Lazer and Bacardi officially announce a one-year collaboration to launch “The Sound of Rum,” a collective, creative partnership – the group’s first-ever global brand partnership of its kind – that’s more than traditional sonic branding.
As part of the brand’s music strategy, Bacardi worked with the group to ignite “The Sound of Rum” concept: a conversational movement of sound that blurs lines between reggae, dancehall, soca, hip-hop and electronic music to bring fans of different genres together. With its roots set in Cuba, BACARDÍ is championing this global sound that pays homage to a distinct island vibe with a modern kick – perfectly in line with the spirit and Caribbean origins of Major Lazer.
“This year for us is all about getting creative,” said DJ and producer Diplo. ... BACARDÍ rum has been in the studios with us for ages and is part of the island vibe that inspires our sound, so the partnership comes from a deeper, more meaningful place.”
DJ and producer, Walshy Fire expanded, “The way Bacardi celebrates music and culture matches how we celebrate music and culture. They totally feel us when we say we want to make the world smaller by making the party bigger.”
Major Lazer’s forthcoming single “Run Up”, encapsulates the Sound of Rum and is slated to drop in early 2017, to be followed by a series of unique music experiences throughout the year (dates to be announced).
“We are most inspired by people that are doing fun and interesting things in music, arts and culture, and Bacardi shares those similar attributes,” explained Jillionaire. “The Sound of Rum is more than music – it’s a cultural movement and a way of life that is true to us all.”
Bacardi has a deep heritage in music and the arts. From hosting parties during the prohibition era in Cuba to the modern-day “No Commission” events where artists take home 100% of the profits from the sale of their work, the iconic rum brand continues to evolve its unique approach to partnerships.
Zara Mirza, Head of Creative Excellence for Bacardi. “Perhaps more importantly, Major Lazer saw that we are approaching things differently – searching for creative accomplices – that in this case has resulted in ‘The Sound of Rum’. I think this could be the future of music partnerships.”
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