BACARDÍ UNVEILS SOUND OF RUM – FOUR-PART SERIES ON THE JOURNEY AND INFLUENCE OF CARRIBEAN MUSIC

BACARDÍ has unveiled Sound of Rum Series, a four-part, music-focused documentary series looking at the influence Caribbean music has across the world. The series joins the dots between the music genres and cultures that have combined over the years to create the Sound of Rum.

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BACARDÍ® has unveiled Sound of Rum Series, a four-part, music-focused documentary series looking at the influence Caribbean music has across the world. The series joins the dots between the music genres and cultures that have combined over the years to create the Sound of Rum.

The Sound of Rum, born from the rum brand’s ongoing partnership with electro/moombahton trio Major Lazer, is a diverse sound that connects BACARDÍ to its island roots. It draws influence from a collection of Caribbean genres including reggae, dancehall, and, and fuses them with modern day global influences from hip-hop, trap and grime to create something truly unique. The series is designed to further explore the historic BACARDÍ links with ‘the islands’ and their distinct musical offering and sound.  

The first installment The Spirit of Carnival’is released on 9 November and delves into the origins of the Sound of Rum by visiting the iconic annual Crop Over Festival on the Caribbean island of Barbados, taking a closer look at the grass-roots contributors who embody the distinctive sound. The episode goes on to further explore the influence and success the unique movement has had outside of the Caribbean, especially in Europe over the past five years.

Episode one sees appearances from: Major Lazer, Sean Paul, Chase and Status, David Rodigan MBE, King Bubba and Dynamite (a BACARDÍ Music Liberates Music artist). A host of talented artists who best encapsulate the Sound of Rum’s philosophy appear throughout the series to discuss the influence music stemming from the Caribbean Islands has had on their own careers.

Sarah Doyle, Vice President of BACARDÍ for Europe, said: “It is important that we continue to create content and experiences that truly resonate with our audience. The Sound of Rum began as something to connect our brand’s island roots to modern music, but Sound of Rum Series goes deeper by clearly defining the concept whilst paying homage to the culture and traditions from which it was born. We are excited to have worked with so many inspiring and authentic artists on this project which, alongside the partnership with Major Lazer, enables BACARDÍ to bring the Sound of Rum to life in so many unique ways.”

Three further episodes from BACARDÍ Sound of Rum Series are set to be released over the coming weeks:

Episode 2: Dancehall Queens and Kings – released 16 November

When Beenie Man released his smash hit ‘Dancehall Queen' in 1997, the genre and its vibrant dance culture burst into the mainstream consciousness. 20 years on, Dancehall Queens and Kings focuses on Jamaica and catches up with a host of legends and current innovators including Sean Paul, Beenie Man, Major Lazer, Chip, Spice, Bounty Killer and Giggs to see how the music has been adopted across Europe.

Episode 3: The Islands are Coming – released 23 November

The third installment of Sound of Rum Series explores the transcendence of music from the islands to Europe and how the genre has grown to become one of the most popular sounds today. Current artists and DJs including Popcaan, Machel Montano, Spice, Chase & Status, Benji B, Chi Chi Ching and Stefflon Don discuss their European experiences, as well as talking to European artists about why they are inspired by island sounds.

Episode 4: Ladies First – released 30November

This final episode is a showcase of Europe’s established and emerging female artists who are taking the sound to new places. Taking an exclusively female perspective, the episode focuses on the female artists you need in your playlist. A host of legends who inspired today’s innovators also make an appearance and put a spotlight on the women, such as Stefflon Don, Nyla, Spice and Nadia Rose, that have been leading the way across the full spectrum of the Sound of Rum genres. 


 


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