Cannes Lions
BBDO NEW YORK, New York / BACARDI / 2018
Awards:
Overview
Entries
Credits
Description
Every time someone played Major Lazer’s new track “Front of the Line” on Spotify, it generated free studio time for aspiring Caribbean artists. The artists’ recording sessions were documented live online and their new tracks were featured on an album promoted globally by Major Lazer and Bacardi.
Execution
Music Liberates Music was a digital campaign with an innovative audio mechanic at its core –Every 10 plays of Major Lazer’s new track generated 1 second of free studio time. This studio time was divided between 8 local artists in 6 Caribbean islands. The artists were introduced to the public via a series of online videos profiling their humble backgrounds and music style, as well as the struggles they faced in recording their own music. A Spotify homepage banner and website hub showed live data of the song plays and studio time generated. As more studio time was generated, the artists went into the studio to record their songs –all documented live in content videos and Instagram Stories. The final recorded songs were then featured on an album and exclusive Spotify playlist that was promoted by Bacardi and Major Lazer to give the local Caribbean artists the exposure they deserved.
Outcome
4 million songs plays. 128 hours of studio time generated for Caribbean artists.
8 new tracks featured on an album promoted by Bacardi & Major Lazer.
88 Million earned media impressions. It even launched the career of one our artists, Dynamite from St Vincent, who secured a record deal with Sony, thanks to exposure from the campaign.
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