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Bacardí partners with Nahmias

Rum brand Bacardí has teamed up with record producer Boi-1da and clothing line Nahmias for the next instalment of its Music Liberates Music campaign.

Doni Nahmias, founder of Nahmias, with Boi-1da

Music Liberates Music is an ongoing campaign by Bacardí, designed to ‘champion underrepresented voices in the music industry’.

The brand claims that during summer months, a new song is released every second of every day, making it difficult for up-and-coming music artists to break through.

The fourth iteration of the programme seeks to combat that statistic by enlisting high-end streetwear brand Nahmias and Boi-1da to drop a ‘new kind of music distribution model’.

“It has been a pleasure collaborating with a heritage brand like Bacardí that is so dedicated to elevating others in the music industry, along with Boi-1da, a longtime friend of mine,” said Nahmias founder and fashion designer, Doni Nahmias.

Previously, the campaign has involved music producer Perfxn and DJ Bambii.

Nahmias continued: “As an up-and-comer in my own industry, I was thrilled to be part of the latest iteration of Music Liberates Music and had a lot of fun combining my signature aesthetic with the tropical vibes of Bacardí to bring this collection and QR tech component to life.”

The first-of-its-kind capsule collection from the streetwear brand features QR codes displayed on each garment, which directs phone users to an album of an artist.

As an ‘added incentive’ to wear the collection and promote the rising artists, fans will also earn music rewards to put towards concert tickets every time they scan an item of clothing.

The gender-neutral capsule collection is available through

Bacardí said 100% of net profits of the sale of the collection will ‘directly benefit’ the artists.

“Exposure they deserve”

“I’ve been looking forward to this next iteration of Music Liberates Music and how we can bring more attention to rising artists that are the future of music in an unexpected way, with some help from my friend Doni and Bacardí,” said Boi-1da, who’s real name is Matthew Jehu Samuels.

“This next class of Music Liberates Music artists have raw talent and passion, which I’ve seen first-hand in helping them to produce new tracks exclusive to the Nahmias drop. As someone who has been in the business of music making for a long time, I’m excited for them to not only grow as artists, but to get the exposure they deserve.”

Laila Mignoni, global head of brand marketing communications for Bacardí, said the fourth instalment of the campaign has expanded on a “global scale”.

“Not only does this year’s programme help rising artists expand the scope of their fanbase, but it marks a first for Bacardí in collaborating with a talented fashion designer like Doni Nahmias to help spread the artist’s work via a wearable album,” Mignoni added.

The Spirits Business recently revealed Bacardí to be the Rum Brand Champion of 2022.

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