We created a world-first brand/band partnership, signing Groove Armada to a new model, based on mutual long-term equity-building as an alternative to traditional short-term brand/artist partnerships.

Groove Armada’s eclectic music style perfectly matched BACARDI’s Latin fiesta-spirited heritage. They became our programme ambassadors delivering brand messages through assets promoted across multiple channels.The one-year partnership saw Groove Armada appointed as global music-directors of B-LIVE in a multi-faceted deal that covered touring, recordings and radio/online content.In this partnership, a band releases music through a brand while maintaining control of their music-masters, free of traditional record-label marketing methodologies.

Cut-through•Partnership announcement secured a reach of 15 million and 77.31% MRP* score (English-speaking coverage)•Communication of B-LIVE platform beyond event-attendees increased BACARDI brand-affinity by 17.3% (average by market), 2008 (Hall and Partners)Global consistency •Consistent music/media approach, 17 (of 21) BACARDI markets activated the partnership Engaging content •Radio-show broadcast across 9 stations in 6 marketsoPotential reach: 840 million •B-LIVEShare.com achieved over 200 pieces of coverage •No 1 blog-position on influential Hype Machine chart reflecting the popularity of the music *MRP evaluates key-message penetration, demonstrating quality of coverage. 70% is considered very successful