News: Bacardi, Groove Armada Toast To 360 Deal
Groove Armada news, reviews, videos, photo gallery and free mp3 playlist.
Global spirits giant Bacardi has developed a serious thirst for music, via a 360-degree-style deal with British electronic duo Groove Armada. The integrated marketing deal encompasses recordings, touring and audiovisual content, leading Bacardi global experiential manager Sarah Tinsley to declare: "Essentially we are taking over the role of a record label -- producing the music, promoting new music, and the artist is playing at our events." As part of the one-year partnership, Bacardi will underwrite the production of a four-track Groove Armada EP, and the beverage company will consider the music for its own global advertising campaigns. Bacardi also intends to commercially...
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