BACARDI

LALULA

P&S created B-Live Recordings as a vehicle for Bacardi to release music. The first release was Lalula’s “Supa Bajo” which supported Bassbins, a TV commercial, part of Bacardi’s Elixir, Made To Mix campaign.

A double 7” was released. To hear the original track, both A sides of each 7” had to be mixed together at the same speed from the same start point. B sides featured remixes.

A variety of remixes were commissioned to broaden the reach of the music. Mixes came from Ashley Beadle, The Emperor Machine and South Central, to cater for a number of specific genres within dance music. Continuity from this activity came when South Central composed the track “Aeon” for the next TV advert in the Elixir campaign.

For “Supa Bajo” a specialist promotion campaign was managed by P&S to gain coverage for the track and brand in relevant music media. TappinGofton were commissioned for the 7” artwork striking a balance between a premium Bacardi feel and the Made To Mix idea. Lalula performed at a Bacardi event in Ibiza towards the end of the campaign.

As well as coverage, Bacardi as a brand gained valuable experience on how to activate a synchronized music release through their global team. These learning’s were applied to the set up of a bigger project and the next release on B-Live Recordings with Groove Armada.