On 19 April, at the Bayfront Park Amphitheatre in Miami, Groove Armada will kick-off its 'brand meets band' live marketing deal, signed with Bacardi. The Bacardi B-Live 2008 world tour features dance music's demon double-act as its event curator. Six countries, six UK festivals and an entertainment property delivering brand messages to a wider audience.
Bacardi has long been recruiting brand advocates through an involvement in music. The spirit brand's B-Live initiative has staged live streamed dance music events in more than 25 countries during the past two years alone. But this time it's different. For one year, Groove Armada will release music via the Bacardi brand. Bacardi jumped in when the British dance music duo parted ways with Sony BMG's Jive Records label. It's believed to be the first contract of its kind.
Groove Armada's Tom Findlay told Radio 6 Music: "It gives us total creative control of what we do and we get a brand that has had a long association with music. It's a bit of a no-brainer really."
Andy Cato, the other half of Groove Armada, said: "After Groove Armada's 10th anniversary year of huge gigs, we were looking for ways to take things to another level. Working alongside Bacardi we have the chance to take the travelling show to new people and places and find innovative ways of getting our music out there."
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