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Groove Armada, Bacardi Toast New Partnership
March 19, 2008
- Dance
| Branding
By Lars Brandle, London
Groove Armada and Bacardi have struck a partnership which will see the British electronic act issue their forthcoming releases through the drinks brand and partner on its international music events throughout 2008.
As part of the one-year deal with Bacardi B-Live, the beverage firm's global music platform, Groove Armada will perform live at various Bacardi-branded events, which will take place across 25-dates, and five continents through the year. The duo are the first marquee name confirmed to perform April 19 at Miami's Bayfront Park Amphitheater for the Miami leg of the B-Live concert series.
"Bacardi have always had a strong connection with music and this exciting partnership," says Jeff Macdonald, global brand director, Bacardi, "takes it to a new level." He adds, "This heralds a new era for 'bands and brands' and promises to set a precedent as to how both artists and brands can reap the rewards of a mutually beneficial relationship."
The new partnership is another sign that the rum specialist wants to play in the dance music space. Two years ago next month, Bacardi launched its 24/7 dance music-oriented project B-Live, a multi-tiered global offering comprises exclusive DJ club mixes, reinterpretations of classic dance tracks, and streams from live Bacardi-branded dance music events from around the globe.
Groove Armada, comprising Andy Cato and Tom Findlay, come onboard with Bacardi after the recent conclusion of a five-year deal with Sony BMG's Jive Records.
The duo's recording output is best remembered for the chill-out track "At the River," lifted from the sophomore 1999 album Vertigo, and the club hit from the same album "I See You Baby," which generated huge exposure through a synch placement in a Renault Megane ad campaign.
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