| Title | Music Liberates Music Mixtape |
| Agency | BBDO New York |
| Campaign | Music Liberates Music Mixtape |
| Advertiser | Bacardi |
| Brand | Bacardi |
| Date of First Broadcast/Publication | 2021 / 10 |
| Business Sector | Spirits, Fortified Wines |
| Story | Teaming up with three rising Caribbean producers, BAMBII, DENISE DE’ION, and PERFXN, under the mentorship of Grammy winner, BOI-1DA, BACARDI rum launched a first-to-market NFT mixtape that replaces the traditional record label with thousands of passionate fans. How? By investing in this next generation of beatmakers through the purchase of an NFT, buyers become incentivized and share in the success as the music gains popularity.Because included with every NFT track purchase, fans receive a monthly percentage of the song’s streaming royalty payments. So now the more the tracks get played, the more the rising producers and their fans make, too, thanks to the NFT “smart contract” (a self-executing transaction protocol built into the code on the blockchain).Along with their NFT track(s), fans also received an original animated artwork by digital afro-futurist artist, SERWAH ATTAFUAH, and a downloadable “Fanvestor Kit” complete with posters, stickers, social-ready assets, bios, interviews, photos, and monthly streaming reports – all incentivizing fans to track and boost their song’s success by promoting the artist within their own social circles. |
| Philosophy | BACARDÍ rum and GRAMMY Award-winning producer, Boi-1da, are proud to debut the latest evolution of Music Liberates Music, an ongoing program from BACARDĺ designed to champion underrepresented voices in the music industry. To shine a light on the shocking statistic that only 2% of music producers are female, BACARDĺ and Boi-1da have hand-selected three multifaceted, international female powerhouses – Bambii, Denise De’ion, and PERFXN – whose Caribbean-inspired sounds and production styles have the potential to mold the future of the industry. With an eye for untapped talent and potential, Boi-1da helped the world’s most awarded rum brand select this emerging class of producers: Bambii (Kirsten Azan) hails from Canada and is one of the country’s most compelling Caribbean-inspired DJs and emerging producers. Toronto-native Denise Thomas – professionally known as Denise De’ion – has been writing her own music and singing for more than two decades. Her dynamic sound is a blend of R&B, hip hop, and Caribbean influences, which is a reflection of her vibrant personality and artistic vision. Aviane Vargas, otherwise known as PERFXN, is a rising producer and fashion designer originally from New York City and the Dominican Republic, now based in Los Angeles, with a love for all things tropical and getting people to do what moves them. This year’s iteration also presents a new model of music fandom and artistic investment – one where both fans and up-and-coming producers can share in the success of the music they love. To put the power back into the hands of the artists and their fans, the tracks will be minted into an NFT (non-fungible token) and auctioned off as a limited-edition Mixtape on the newly launched NFT music marketplace STURDY.EXCHANGE |
| Media Type | Case Study |
| Length | |
| Production Company | Sturdy.Co |
| Chief Creative Officer | David Lubars |
| Executive Creative Director | Alex Booker |
| Executive Creative Director | Philip Sicklinger |
| Creative Director | Taylor Marsh |
| Creative Director | Jackson Harper |
| Associate Creative Coordinator | Sabrina Ghantous |
| Associate Creative Coordinator | Georgia Murphy |
| Associate Creative Coordinator | Mia Potter |
| Project Manager | Mikaal Hurry |
| Executive Agency Producer | Alex Gianni |
| Executive Agency Producer | James Young |
| Executive Agency Producer | Andrew Osborne |
| Executive Agency Producer | Jessica Cocarro |
| Agency Producer | Tatiana Lanier |
| Music Supervision | Julia Millison |
| Managing Director | Steven Panariello |
| Account Executive | Josh Goodman |
| Account Executive | Meghan Wood |
| Account Executive | Amelia Giebal |
| Public Relations | Griselda Sanchez |
| Public Relations | Zach Kula |
| Public Relations | Raheal Aragawi |
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