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2019 ADC Awards - Interactive

Music Liberates Music 2.0

Agency BBDO / New York + BBDOStudios + adultartclub.co.uk

Client Bacardi
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Annual ID

ADC_INT19077M

About the Work

Last year, BACARDÍ launched Music Liberates Music, a global platform supporting authentic Caribbean music, using the power of supergroup, Major Lazer. Every time someone played Major Lazer's track on Spotify it generated studio time for aspiring Caribbean artists. This year, BACARDÍ and Major Lazer took the program to the next level by partnering with SoundCloud to produce and help aspiring artists on a massive scale – using the platform’s unique by-the-second comment function in an innovative new way. Artists simply uploaded their tracks and Major Lazer gave mentorship and production feedback via the comments section, transforming SoundCloud into a platform of mass music production. To promote these artists further, Major Lazer’s favorite tracks were transformed into music videos. The campaign had over 39 million impressions and 125 thousand unique users. Over 1.3K artists uploaded their tracks and the winners got 7.5 million impressions, giving unprecedented exposure to the unknown artists