Bacardí donates studio time through Spotify tie-upBy Kristiane Sherry
Through its partnership with music trio Major Lazer, rum brand Bacardí has teamed up with streaming service Spotify to donate studio time to aspiring Caribbean artists.
As part of the new Music Liberates Music programme, every time fans play Major Lazer’s new track Front of the Line, featuring Machel Montano & Konshens, Bacardí will fund studio time, with 50 plays the equivalent of one second.
Bacardí says this will soon add up, considering Major Lazer has notched up more than 40 million plays – the equivalent of 222 recording hours.
The recording time will be donated to emerging musicians from across the Caribbean.
Bacardí announced the year-long collaboration with Major Lazer in January, with the Sound of Rum creative partnership aiming to bring fans of reggae, dancehall, soca, hip-hop and electronic music together.