P&S

The details

Bacardi became the first brand to sign a major artist exclusively when they engaged Groove Armada in a yearlong partnership, encompassing live performances and recorded music. Bacardi’s aim was to become the number one global brand associated with music.

B-Live Recordings second release was Groove Armada’s self-titled EP.

Again P+S assembled and managed a promotional team covering music comms in PR (press and digital), social media, radio (national and regional), club and TV.

Campaign highlights included significant support with plays and features on Radio 1 along with chart topping club entries on the buzz, cool cuts and music week club charts.

PR coverage of the deal itself was huge and delivered Bacardi their desired success which  established them as the number one brand that year associated with music.

Testament to this was recognition at the Music Week Awards 2009 when the activity won the best Music and Brand Partnership award.