Bacardi’s Groove Armada Mixes Sounds and Tasty Drinks
Posted by djocean on July 9, 2008
As numerous liquor companies look to capitalize on the all-important 21-30 age demographic, it appears Bacardi is upping the ante with its recent signing of a one-year deal with dance music sensations Groove Aramada.
According to a recent Wall Street Journal article, as part of the deal, Groove Armada (Andy Cato and Tom Findlay) will be the main at several Bacardi-sponsored events in exotic locations such as Miami and Athens, Greece. The pair will also produce records and songs that Bacardi can use as music for its television ad campaigns.
This seems to be a shrewd move on the part of Bacardi. Groove Armada has sold over three million records over the last decade and this gives Bacardi access to the group’s legions of adoring fans. The deal also works for the group as they get to keep 100% of the copyrights for the music they create, they get substantial royalties for the songs they produce, and Bacardi covers the studio and recording costs. In addition, the group’s new level of exposure should help to further develop their listening base globally.
In a world of tightening competition in the global liquor marketplace, it is quite possible that we may see more of these kinds of deals in the near future. Some may say this is selling out, but I’m of the belief that as long as you are making good music, it shouldn’t matter who puts it out.
