(The Spirits Business) Bacardi has today unveiled its Sound of Rum documentary, which explores the influence Caribbean music has had across the world.
The series is the latest iteration of Bacardí’s Sound of Rum creative campaign, which aims to link the brand’s island routes to modern music.
The Sound of Rum documentary stems from Bacardi’s partnership with electro/moombahton trio Major Lazer, who previously released their own rum through the brand.
The project will highlight a range of Caribbean genres including reggae, dancehall and afrobeats and will fuse them with other global influences from hip-hop, trap and grime.
Sarah Doyle, vice president of Bacardi, Europe, said: “It is important that we continue to create content and experiences that truly resonate with our audience.”
She continued: “The Sound of Rum began as something to connect our brand’s island roots to modern music, but Sound of Rum series goes deeper by clearly defining the concept whilst paying homage to the culture and traditions from which it was born.”
The series will feature stars such as Major Lazer, Sean Paul and Chase & Status and will offer musical insights into the Caribbean, revealing how Caribbean music has influenced European genres.
Doyle added: “We are excited to have worked with so many inspiring and authentic artists on this project which, alongside the partnership with Major Lazer, enables Bacardi to bring the Sound of Rum to life in so many unique ways.”
Episode one of Sound of Rum series will be released today (9 November) with the three remaining episodes released the following weeks after.
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