Bacardí hits the dance floor with Joy Crookes
Rum brand Bacardí has partnered with British singer-songwriter Joy Crookes for an event that hopes to inspire Gen Z to return to the dance floor.
Bacardí’s latest initiative encourages younger generations to reclaim their rhythm and move like ‘the great’ – those who grew up in the 1960s, 70s, and 80s, ‘dancing as if nobody was watching’.
Together with Crookes, Bacardí will host an event on 5 November at Jumbi in Peckham, London, uniting generations on one dance floor and inspiring people to express themselves freely while celebrating the joy of movement without inhibition.
Tjalling Simoons, regional brand director of Bacardí Rum Europe, said: “We’re thrilled to partner with Joy Crookes – an artist who truly embodies the Bacardí spirit of doing what moves you. Her energy, individuality and love of music capture everything we stand for, and together we’re celebrating the freedom and connection that only the dance floor can bring.”
The one-off event invites Gen Z guests to bring their ‘greats’ – whether a grandparent, great aunt, or family friend – as their plus one.
Together with Crookes’ selected ‘great’, DJ, singer, and dancer Natty Bo, Bacardí will ignite the night with a series of exclusive performances, unique duets, and DJ sets.
At the bar, guests can enjoy the ‘iconic’ pairing of Bacardí and Coca-Cola.
Crookes commented: “Bacardí and Coca-Cola has been my go-to drink for as long as I can remember, both at home and on my favourite south London dance floors. Some of my happiest memories are, in fact, on the dance floor. There’s something about music that brings people together and reminds you who you are.
“Teaming up with Natty Bo on this has been so special; he’s someone I’ve always looked up to, and he’s taught me a lot about confidence and joy through music. I hope we can pass a bit of that energy on to everyone who comes down to the event.”
Bo added: “I’ve spent my life playing rhythms that make people move on the dance floor without thinking and just feeling. This event and this movement are about passing that spirit on, showing the next generation that the best dancing happens when you let the music take over. It’s simple, just follow my mantra and do your own thing.”
Uniting generations
According to Bacardí, the event was created in response to a growing cultural shift: ‘people aren’t dancing like they used to’.
As global artists and DJs encourage young people to live in the moment and lose themselves in the music, new research from Perspectus Global has revealed that 73% of Gen Z are conscious of what others think about their dance moves.
Additionally, 53% of this age group admit they worry about being watched while dancing, and 51% believe that dancing for social media has replaced the genuine experience of letting loose on the dance floor.
The research also shows that 69% of young people feel inspired to move more freely when they see someone from another generation dancing. This insight is said to reflect an ever-growing trend on social media, where content featuring older generations showcasing their dance moves is becoming popular.
Such content serves as inspiration and reminds viewers of the confidence that comes with dancing freely. Examples include people recreating classic dance moves with their parents and celebrating older generations dancing to songs that once filled the dance floors.
In a new short film by Bacardí, Crookes dances with her long-time friend Bo. Filmed in south London, where the pair met years ago, the film captures how they inspire each other, and shares their reflections on self-expression, music, and the joy of dancing.
To watch the video, click below.
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