Groove Armada and Bacardi have struck a partnership which will see the British electronic act issue their forthcoming releases through the drinks brand and partner on its international music events throughout 2008.WAIT... THERE'S MORE STUFF
As part of the one-year deal with Bacardi B-Live, the beverage firm's global music platform, Groove Armada will perform live at various Bacardi-branded events, which will take place across 25-dates, and five continents through the year. The duo are the first marquee name confirmed to perform April 19 at Miami's Bayfront Park Amphitheater for the Miami leg of the B-Live concert series.
"Bacardi have always had a strong connection with music and this exciting partnership," says Jeff Macdonald, global brand director, Bacardi, "takes it to a new level." He adds, "This heralds a new era for 'bands and brands' and promises to set a precedent as to how both artists and brands can reap the rewards of a mutually beneficial relationship."
The new partnership is another sign that the rum specialist wants to play in the dance music space. Two years ago next month, Bacardi launched its 24/7 dance music-oriented project B-Live, a multi-tiered global offering comprises exclusive DJ club mixes, reinterpretations of classic dance tracks, and streams from live Bacardi-branded dance music events from around the globe.
Groove Armada, comprising Andy Cato and Tom Findlay, come onboard with Bacardi after the recent conclusion of a five-year deal with Sony BMG's Jive Records.
The duo's recording output is best remembered for the chill-out track "At the River," lifted from the sophomore 1999 album Vertigo, and the club hit from the same album "I See You Baby," which generated huge exposure through a synch placement in a Renault Megane ad campaign.
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