Beverage News / Wine & Spirits / Marketing

Bacardi announces digital content series

Hip-hop artist Wale teams with rum brand

May 13, 2014
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Bacardí, the namesake brand within Coral Gables, Fla.-based  Bacardi U.S.A. Inc.’s portfolio, launched Bacardí Loud & Untameable, a digital content series that showcases collaborations between popular modern artists and a Cuban-inspired ensemble band in all-out, anything-goes studio sessions streamed on the brand's custom Pandora station, www.pandora.com/bacardi.

Featured on the series are alternative hip-hop artist Wale and Grammy-nominated Latin fusion band Yerba Buena. Wale, who is known for incorporating a "go-go" style of funk into his music, rounds out the digital program, the company says. The three-part series will include Yerba Buena collaborating with Wale, indie rock band White Denim and indie go-go band RDGLDGRN, and will stream through June 30.

Paying homage to the Bacardi family's Cuban roots, Bacardí Loud & Untameable was inspired by The Bacardi Hour, a popular program on CMQ radio in Cuba from the 1940s and 1950s, the company says. Bacardí Loud & Untameable puts a modern twist on that same idea by pairing styles of today's rising stars with the authentic Afro-Cuban sounds of Yerba Buena, it adds. 

“Bacardí Loud & Untameable is an opportunity to toast to these amazingly talented musicians and their constant pursuit of passion with the Cuban flair that only Bacardí rum can bring," said Toby Whitmoyer, vice president and brand managing director for the rum category at Bacardi U.S.A. Inc., in a statement. “With the recent launch of our global marketing campaign Bacardí Untameable Since 1862, we saw an opportunity to extend our authentic story in a way that truly resonates with consumers.”

The digital series will culminate with Bacardí Loud & Untameable Live on May 20, Cuban Independence Day, in New York City. The private event, which commemorates the fight for Cuba's independence from Spain at the turn of the 20th century, will feature performances by Yerba Buena and progressive rock and psykédélique soul band Future, and will be streamed  live on the Bacardi’s YouTube page.

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