BACARDÍ AND MAJOR LAZER LAUNCH MUSIC LIBERATES MUSIC
New campaign designed to support the island music that inspires Major Lazer by providing up-and-coming artists a chance to share their music with the world
WEDNESDAY, JUNE 7 – BACARDÍ and Major Lazer launched Music Liberates Music, a program designed to support the island music that inspires them by providing up-and-coming artists a chance to share their music with the world. Every time fans play Major Lazer’s new track ‘Front of the Line’ (feat. Machel Montano & Konshens) on Spotify, BACARDÍ will donate studio time for aspiring Caribbean artists. To listen to the just released ‘Front of the Line’ track and view the current tally of studio time, go to www.MusicLiberatesMusic.com.
BACARDÍ and Major Lazer will join forces to encourage fan participation – the more listens, the more studio time will be provided to these emerging artists, from now through the end of the month. Approximately every 50 plays equals one second of studio time – this will quickly add up, considering Major Lazer is known for chart-topping hits with 40+ million plays.
BACARDÍ and Major Lazer have similar roots and ambitions. The Sound of Rum concept behind their collaboration began in January as a way to connect the brand’s 150-year history of island roots to modern music but it’s become more than just music. It’s a cultural and creative collaboration that provides the perfect intersection of music and rum – a movement of sound that blurs the lines between reggae, dancehall, hip-hop and electronic music to bring people of different genres together.
The Caribbean is the heartland of The Sound of Rum. The budding artists, who are featured as part of the Music Liberates Music program, truly embody this movement. BACARDÍ and Major Lazer are thrilled to be giving them a voice, providing much-needed studio time and allowing them to achieve recognition outside of the conventional path to success.