Last year, BACARDÍ launched Music Liberates Music 2.0, a global platform to support authentic Caribbean music. This year they wanted to help more aspiring artists to reach a larger audience.

“In the Moment” by Damsun is a music video produced as part of a Bacardi competition (in partnership with Major Lazer and SoundCloud) to find new Caribbean artists. The goal of the competition was to give more exposure to aspiring artists by creating a professional music video for them. Most aspiring artists don’t have the resources to create a music video, so Bacardi commissioned a music video that would elevate the band’s song. This was Damsun’s first-ever music video.

In the visual age we live in, if a band doesn’t have a music video, it’s difficult to get exposure. The music video for “In the Moment” by Damsun was designed to bring the band’s song to life to help it reach a larger audience.

The video tells the story of an overworked middle-aged couple who run a Caribbean restaurant in NYC. Tensions run high between the couple as orders flood in. But when the Damsun track plays on the radio they both become entranced by the beat, and “in the moment” they forget their troubles and let loose with dance through the restaurant together.

Over 1.3K tracks were uploaded to the SoundCloud competition. Damsun and the other winners got over 7.5 million impressions as a result of the campaign. The music video budget was just $20,000.