Groove Armada is the latest act to challenge the self-made rules of the music industry by signing with an alcoholic beverage to release their new music.
Groove Armada has signed a deal to record and release new music through Bacardi and Bacardi events in 2008. The act recently departed its long-term deal with Sony-BMG imprint Jive Records."After Groove Armada's tenth anniversary year of huge gigs, we were looking for ways to take things to another level. Working alongside Bacardi we have the chance to take the GA travelling show to new people and places, find innovative ways of getting our music out there, and keep the stories flowing for the GA Road Movie with Bacardi B-Live," says Andy Cato of Groove Armada.
Groove Armada has to date sold more than 3 million albums.
"Bacardi is known for its innovation and creativity. What makes this deal ground- breaking is the depth of the relationship. Groove Armada and Bacardi will creatively work together in all areas from the planning right through to the delivery phases, we'll see them performing live at our events, laying down tracks for our advertising and promotions and filming the experience along the way," said Jeff Macdonald, Bacardi global brand director. "This collaboration is particularly topical as artists and the music industry look for new business models and partners. This is an evolution of the standard artist endorsement model."
Over 2008, Groove Amarda will perform at various B-Live events around the world. Bacardi has to date put on more than 300 B-Live events worldwide.
