Corporate Sponsorship: Bacardi, Groove Armada in 360 Deal

From Lars Brandle, Billboard:

Global spirits giant Bacardi has developed a serious thirst for music, via a 360-degree-style deal with British electronic duo Groove Armada.

The integrated marketing deal encompasses recordings, touring and audiovisual content, leading Bacardi global experiential manager Sarah Tinsley to declare: "Essentially we are taking over the role of a record label -- producing the music, promoting new music, and the artist is playing at our events."

"Bacardi doesn't see this as something that they want to earn money from, which is, quite rightly, something a label has to do," Groove Armada manager Dan O'Neil says. "They are looking at it from a point of view of association, and they're getting access to a license to use the music to implement their strategy worldwide."

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