Music Dealers

Groove Armada and Bacardi Continue Partnership
January 21, 2009, 5:52 pm
Filed under: Uncategorized

Here’s a cool digital music distribution idea from electro act, Groove Armada, and global spirits brand, Bacardi, that builds upon the partnership the two forged almost a year ago.

Click image to view article.

Hard to believe that the pyramid template for music sharing hasn’t been used in this manner before, but apparently this is the first time.  And as Bacardi’s branding agency affirms, this file sharing system “encourages and rewards consumers for sharing music in a legitimate fashion” and that it is indeed a “new model challenging the traditional music industry model.”

In addition to allowing their music to be distributed in this manner, Groove Armada will also provide music for Bacardi advertising efforts and perform at several Bacardi-contracted shows as part of their partnership with the brand.


Bacardi has engaged in music partnerships before, and this latest endeavor proves again that they are a brand who’s learned to harness the power of music, and leverage it in new and exciting ways that make sense for their brand identity and marketing strategy.  Maybe they could give Citibank or Sears some pointers.


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[…] right – Bacardi and Groove Armada. We previously discussed this partnership here – and have used it as a touchstone example of a brand getting the most out of music today and […]

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