Bands and Brands
In 2008, Barcadi and Groove Armada entered into a partnership, which saw the British electronic act issue their releases through the drinks brand and its partner on its international music events for the whole year.
As included in its one year deal with Bacardi B-Live, the company’s global music platform, Groove Armada performed live at numerous Bacardi-branded events, which took place across five continents.
The beverage firm has taken its strong connection with music to a new level. Bacardi’s partnership with Groove Armada has indicated a new era for “bands and brands” and has set an example as to how artists and brands can bring in rewards from a mutually beneficial relationship.
Aside from its partnership with Groove Armada, the company has also shown other signs of wanting to take part in the dance music scheme. Previously, Bacardi was also able to launch its 24/7 dance music oriented project B-Live, a multi-tiered global offering that involves exclusive DJ club mixes, reinterpretations of classic dance tracks as well as streams from live Bacardi branded dance music events from all over the world.
As for Groove Armada, it is a duo composed of Andy Cato and Tom Findlay. The pair’s recording output is known for the chill-out track “At the River” as well as for the club hit “I See You Baby.”
The Bacardi Family Foundation with the Nature Conservancy And the Bahamas National Trust.
