Music Liberates Music

THE FOLLOW UP TO THE SOUND OF RUM FROM 2023, WE WERE BROUGHT ON AGAIN TO EXTEND THE PROJECT INTO NEW GENRES AND TERRITORIES.

SONIC BRANDING / BRAND PARTNERSHIPS
AGENCY: Omnicom
CREATIVE LEAD: Hollie Hutton

This wasn’t your usual sonic branding project. Over the past 3 years, RESISTER worked with Bacardí and BBDO to define the sound of the brand and create a framework for all future music creation. We then commissioned ownable, exclusive tracks for use on all brand content, releasing the music commercially for further fan engagement.

No mnemonics, no themes, just guidelines to create a consistent, holistic tone of voice for all music use for the brand, whilst also bringing the brand’s historic support for emerging commercial artists to the forefront of their music strategy.

For Music Liberates Music, their second EP created using this framework, we stress tested it, moving further away from Bacardí’s roots in Latin-Caribbean pop music, extending their global reach into Hiphop, EDM and Afrobeat, showcasing how their music strategy is built to last.