As an extension of the brand’s “Do What Moves You” campaign, BACARDÍ and Major Lazer are once again supporting musicians with the continuation of Music Liberates Music, a program designed to give up-and-coming artists a chance to share their music with the world.
Starting August 14, artists from the US, Puerto Rico and the Bahamas can upload their Sound of Rum inspired tracks to SoundCloud for a chance to be chosen and mentored by Major Lazer.
The top 12 artists will have a chance to refine their Sound of Rum inspired original track via the open audio platform with help from Diplo, Jillionaire and Walshy Fire (Major Lazer), who will leave guidance via commenting, SoundCloud’s core social feature, directly on the track.
The top four artists with the most engagements by fans – Plays, Likes and Shares – will be given the opportunity to shoot a music video, courtesy of BACARDÍ.
“BACARDÍ has always been ingrained in music culture, and Music Liberates Music gives us a chance to uncover some really amazing rising global talent,” said Laila Mignoni, Director, Creative Excellence, BACARDÍ. “This year, not only will we get to share new music with the world, but with the guidance and mentorship of Major Lazer, have the opportunity to help artists reach that next level of their career.”
“We’re excited to work with BACARDÍ on Music Liberates Music because it showcases the incredible emerging talent on our platform and aligns with our mission to empower the world’s audio creators,” said Chris Blackburn, Head of Global Sales and Partnerships, SoundCloud.
“SoundCloud is where creators go to build and grow their careers first, and our goal is to bring brands like BACARDÍ opportunities to support creator growth, and connect them with our unique audience who’s at the forefront of music discovery and culture.”
Last year’s Music Liberates Music campaign, which was devised by BBDO New York, proved extremely successful for the brand, with the project winning best in show (FABulous Award) at the prestigious The FAB Awards.