|Bacardi's The Sound of Rum With Major Lazer|
On the longest day of the year, Bacardi took over the streets of Chicago for a Caribbean-inspired outdoor fiesta, featuring a live performance from the band. In the latest instalment of Bacardi’s Sound of Rum campaign, the brand celebrated the summer solstice alongside dance music trio Major Lazer. The musical trio performed a set that included Lean On and Know No Better, while partygoers were served Bacardi rum-based cocktails.
As part of the brand’s music strategy, Bacardi worked with the group to ignite “The Sound of Rum” concept: a conversational movement of sound that blurs lines between reggae, dancehall, soca, hip-hop and electronic music to bring fans of different genres together. With its roots set in Cuba, BACARDÍ is championing this global sound that pays homage to a distinct island vibe with a modern kick – perfectly in line with the spirit and Caribbean origins of Major Lazer.
“This year for us is all about getting creative,” said DJ and producer Diplo. “We’re down with working with people who want to accelerate what we want to do musically, invest in our ideas, and create cultural moments and memories. BACARDÍ rum has been in the studios with us for ages and is part of the island vibe that inspires our sound, so the partnership comes from a deeper, more meaningful place.”
Sound of Rum is a collaboration between Bacardi and Major Lazer and is one piece in the brand’s Do What Moves You campaign. The year-long push aims to inspire consumers to live expressively.
Read More at https://www.bacardilimited.com/bacardi-major-lazer-launch-innovative-sound-rum-concept/