With a new song uploaded to music streaming platforms every second of every day, breaking through can seem impossible for a rising artist. The BACARDI ‘Music Liberates Music’ program was developed to disrupt the traditional record label model to amplify rising artists to gain more publicity and opportunity within the music industry.

As music is a cultural connector and fosters highly engaged communities united by fandom and shared experiences, The Wearable Album directly tapped into the passions and existing behaviors of our target audience, who are well-versed in music, fashion, and mobile technology.

Launching at one of the most photographed events in the world, Paris Fashion Week, the capsule aimed to hijack one of culture's most significant events, and put our rising artist's music directly into the devices of the most influential trendsetters on the planet and into the spotlight like never before.

Teaming up with Grammy-winning music producer, BOI-1DA, and rising fashion label, NAHMIAS, BACARDÍ created a revolutionary new way for people to promote and discover new music from rising artists, BenjiFlow, K.ZIA, and Ric Wilson, through a QR scannable, high-fashion clothing capsule.

Launching at one of the most photographed events in the world, Paris Fashion Week, every time spectators captured a photo of the capsule, their phones instantly directed them to new music from the rising music artists.

To further incentivize music lovers, BACARDÍ enabled fans to become paid promoters simply by wearing the collection. With each new unique scan and listen of the Wearable Album, fans earned themselves Live Nation Concert Cash, redeemable for concert tickets worldwide, while the rising artists earned new listeners.

The target audience was 25-40 year-olds who are highly passionate about music. As music is a core pillar for BACARDI, the main focus was driving cultural relevance in an impactful way to support and amplify rising artists.

Our guiding insight was that the typical barrier to success for music artists is not their lack of talent, but rather a lack of resources or connections to break through.

To combat this, we strategically bridged the intertwined worlds of fashion, tech, and music to tap into diverse communities relevant to our audience and seamlessly embed the brand and our artists in culture.

To do that, we leveraged an existing consumer behavior (the adoption of native mobile QR technology and mobile photography) and paired it with another (people love taking photos of clothing) to develop a first-of-a-kind music discovery method leveraging both the physical and digital.

The Wearable Album is a first-of-its-kind, QR-embedded clothing capsule designed to hijack phone cameras to promote a global roster of up-and-coming artists and their music.

Launched in June 2022, at one of the most photographed events in the world, Paris Fashion Week, BACARDI partnered with music producer, BOI-1DA, and fashion label, NAHMIAS, ahead of one of their most anticipated streetwear collections, to reach an influential and captivated audience and unexpectedly expose them to rising artists and their music.

Extending after the launch across YouTube, Meta (Facebook & Instagram), Twitter, Spotify, Nahmias.com, and Bacardi.com, the clothing collection and surrounding campaign revolutionized how people discover and promote new music while rewarding wearers with Live Nation Concert Cash for every unique QR scan and rising artist listen they generate.

The Wearable Album campaign directly benefited the emerging music artists with a 150% increase in social mentions (199M), a 20% increase in average weekly listeners, a 38% increase in Spotify followers, three main stage festival performances at Life Is Beautiful in Las Vegas, a front cover of Rolling Stone magazine (September ‘22), and BenjiFlow's track 'Ruby' was featured on the Drake-produced, hit Netflix show 'Top Boy.'

During the campaign's duration, the brand experienced a 30pt lift in positive sentiment and a 52.4% lift in share of engagement - making BACARDÍ the most talked about (share of voice) and engaged (share of engagement) spirits brand in the world.

The campaign also earned over 550 press mentions and 442M+ media impressions, the highest volume in the history of the 'Music Liberates Music' initiative.