2012 sees BACARDI celebrate its 150th birthday – that’s 150 years of throwing legendary parties, bringing people together over great music and great drinks.
Throughout the past 150 years BACARDI parties - both in the UK and all over the world - have regularly introduced new artists and musical styles to wider audiences. BACARDI rum’s on-going commitment to new music talent is reflected in the launch of BACARDI Beginnings, to tie in with this landmark anniversary.
BACARDI Beginnings sees established artists mentor the best up-and-coming music talent and showcase their sound to wider audiences. The campaign features three of the UK’s most exciting and credible artists in Friendly Fires, Mylo and Joe Goddard – all of who have selected an up-and-coming artist to mentor. Friendly Fires will be working with twisted-pop duo AlunaGeorge, Mylo will be showcasing Ronika, a singer, songwriter and producer from Nottingham, and Joe Goddard will be mentoring vocalist Jessie Ware, who is due to release her debut album in August 2012.
The first opportunity the established artists will have to showcase their selected acts will be at a legendary 150th birthday party thrown by BACARDI in London on 10th July. Both sets of artists will perform on the night and the established artists will use the party as an opportunity to introduce their acts to influential music industry insiders who can create all sorts of possibilities for them.
Following the campaign launch the established artists will each be given a £10,000 BACARDI Beginnings bursary that is to be used to mentor their chosen artists and create a world of possibilities for them.
Whether it’s producing an exclusive remix, putting on a gig in an unusual location or creating a compelling collaboration, the bursary will be used to showcase and raise the profile of the up-and-coming talent, just as BACARDI has been doing for the past 150 years.
For more details about BACARDI Beginnings please go to www.bacardi.com/uk/beginnings