The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Data
Annual ID
OS22_CU030M
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: 3
Merit
Credits
Agency
BBDO / New York
PR / Marketing Agency
H&s
Production Company
Sturdy.Co
Music / Sound Production Company
Good Ear Music Supervision
Post Production Company
Sturdy.Co
Art Director
Sabrina Ghantous
Copywriter
Georgia Murphy
Mia Potter
Chief Creative Officer
David Lubars
Chief Marketing Officer
John Burke
Creative Director
Jackson Harper
Taylor Marsh
Director
Amelia Giebal
Josh Goodman
Kathy Bannon
Meghan Wood
Mikaal Hurry
Pamela Smith
Raheal Aragawi
Steven Panariello
Zach Kula
Executive Creative Director
Alex Booker
Philip Sicklinger
Executive Producer
Alex Gianni
Andrew Osborne
James Young
Jessica Cocarro
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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