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2022 One Show - Branded Entertainment

Music Liberates Music Mixtape

Agency BBDO / New York




Annual ID


About the Work

A recent Recording Academy study found that only 2% of all music producers are women, with only a third of record labels featuring any female talent on their rosters at all. As a staple of Caribbean culture and the music born from it, BACARDI decided to take a stand. Without the support of a label, how do rising women break through? Teaming up with three rising Caribbean talents, BAMBII, DENISE DE’ION, and PERFXN, under the mentorship of Grammy-winning producer, BOI-1DA, BACARDI launched a first-to-market NFT mixtape that replaces the traditional record label model with thousands of passionate fans. How? By investing in this next generation of beatmakers through the purchase of an NFT, buyers become incentivized and share in the success as the music gains popularity. Because included with every NFT track purchase, fans receive a monthly percentage of the song’s streaming royalty payments. So now the more the tracks get played, the more the rising producers and their fans make, too, thanks to the NFT “smart contract” (a self-executing transaction protocol built into the code on the blockchain). Along with their NFT track(s), fans also received an original animated artwork by renown digital Afro-futurist artist, SERWAH ATTAFUAH, and a downloadable “Fanvestor Kit” complete with posters, stickers, social-ready assets, bios, interviews, photos, and monthly streaming reports – all incentivizing fans to track and boost their song’s success by promoting the artist within their own social circles both online and IRL. NFT holders also have the promise of more future IRL utility, granting them access to live events and giveaways from the brand and artists in the future.

2022 Awards

Total Points: 21



BBDO / New York

PR / Marketing Agency


Production Company


Music / Sound Production Company

Good Ear Music Supervision

Post Production Company


Art Director

Sabrina Ghantous

Chief Creative Officer

David Lubars

Chief Marketing Officer

John Burke

Creative Director

Jackson Harper
Taylor Marsh

Executive Creative Director

Alex Booker
Philip Sicklinger

Social Media Manager

Griselda Sanchez

Director, PR

Erika Lam

Global Head of Brand Marketing

Laila Mignoni

Global SVP, Marketing

Ned Duggan

Senior Global Brand Manager, Digital

Erica Son

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