Bacardi Pays Homage To Caribbean Culture With Dynamic "Sound Of Rum" Series

Bacardi is looking to pay homage to the key elements of Carribean culure in a major way. 

The music industry is feeling rather ambitious these days thanks yet again to the riddims of the islands. Latin and Caribbean influence has not only been injected into the tunes of monster acts like Drake, Ed Sheeran and Major Lazer, but in other platforms that bring life to any celebration.

Case in point, Bacardi’s latest campaign, The Sound of Rum. With Major Lazer leading its rollout in Miami during Memorial Day weekend, the legacy spirit blended admirable factors like rum, music and food on the barrier island of Virginia Key. The event provided dishes from Puerto Rico, Trinidad, Haiti and Jamaica in an opulent layout as fans sipped custom drinks powered by Bacardi. It may have seemed like the treat to guests, but Brand Managing Director Ned Duggan describes it as a testament to rum’s deep roots in Cuba and Puerto Rico.

“It might sound cliche, but what people are ultimately looking for is history,” he explains. “They're looking for authenticity, and rum is a category spirit that's been around for hundreds of years.” Duggan says their latest rum with the “Run Up” artists is part of keeping the company’s 155-year influence fresh in today’s music climate. “With [Sound of Rum,] we wanted them to give a new expression of what their music would taste like in the same way we tried to figure out what our rum would sound like,” he said. “It’s also about trying to find collaborations with artists who are innovative, who are breaking through. It’s our way to keep ourselves as modern as we possibly can.”

Ironically, that’s been the case for Caribbean music in the past few years. Reggae and dancehall found themselves on the shrines of house acts like Kygo and Thomas Jack in 2014, though masked as the sloppy title, “tropical house.” As its influence continued in the pop stratosphere, it shut out the artists who cultivated the sound to begin with.

The same can be said for the year's massive hit that is Luis Fonsi and Daddy Yankee's "Despacito." The song's remix with Justin Bieber is the first primarily Spanish speaking song to hit No. 1 on the Billboard charts since 1996's "Macarena." While the song was already a hit (it's one of the fastest songs to hit a billion views on YouTube) the overwhelming credit to Bieber has left a sour taste in critics' mouths.

Meanwhile, Dancehall’s connection to hip-hop has gone hand and hand since the 80’s and found new life during the 90’s with legends like Shabba Ranks, Beenie Man, Lady Saw and Patra. Fast forward to the 2010’s and we have Sister Nancy’s 35-year-old hit “Bam Bam” still making waves through film and Kanye’s 2016 single, “Famous.”

As these acts continue to plant the seeds into the hits of today, Bacardi hopes to the do the same–without leaving the culture behind. For Forbes’ list of Spirits For 2017, whiskeys and gin flourished while rum didn’t receive as much as a whisper. Duggan is hopeful that in between the comeback of cocktails and the Caribbean sound, rum finds its way back to the conversation.

“I think rum is a forgotten spirit,” he said. “You hear about dark spirits and resurgence of whiskey and that happens. Tequila has had one recently and with rum, we're waiting for ours. I think a lot of things that we're doing are helping to put rum back on the map where it should be.”

In addition to the Sound of Rum series, the brand has partnered with Live Nation to bring Bacardi to international waters. It won’t be a solo journey as music will remain by its side. Acts like Skepta, Majid Jordan and Rae Sremmurd will headline the Bacardi stage at Governors Ball this weekend. The brand will continue working with Walshy Fire for his Rum & Bass sorries and Jillionaire’s Chicken and Beer bashes.

As the summer heads into full bloom, dancehall and reggae will more than likely lend a hand to the songs of the season. Just remember to hold on to a Cuba Libre in between the riddims.

Explore Bacardi’s Sound of Rum series here.

From the Web

More on Vibe

Tiffany "New York" Pollard Hilariously Stars In Fenty Beauty's Gift Guide

We're deep into the holiday season, and it's clear that Rihanna's Fenty Beauty reign just won't let up. The 30-year-old Bajan star recently called upon the first lady of ratchet reality television, Tiffany Pollard – also known as "New York" from VH1's Flavor of Love and I Love New York –  to star in her latest video campaign vlog for the cosmetics line.

The 36-year-old reality show star looks fabulous in the nine-minute video uploaded on Sunday (Dec. 16), wearing brown lipstick with shoulder-length curly, black hair, acrylic nails, and gold jewelry on her neck and wrist.

Pollard gets straight to the point in the video starting, with the Pro’Filter Foundation saying "I feel younger and thinner, I didn’t know it could do all that, but it’s doing it!"

Other products from the Fenty Beauty collection includes the Killawatt Foil palette, the Frost Bunny-Frost Hunny-Frost Money eye, and lip sets and Gloss Bomb in Fu$$y. Pollard does what she does best while she speaks about on the various items, and she doesn't hold back on the profanity nor the R-rated commentary.

When the former I Love New York star posted a snippet of the vlog to her Instagram, she received a lot of love from her Hollywood peers under the post including Rachel True (The Craft), Dascha Polanco (OITNB), Melyssa Ford, Perez Hilton and her former castmate from Flavor of Love, Deelishis.

Despite her current absence on reality television on the moment, Pollard continues to stay relevant as memes and GIFs of her during her time on love show competitions lives on, as well pop-up exhibits of her in museums.Check out New York in Fenty Beauty's new gift guide video above.

 

View this post on Instagram

 

The @fentybeauty Christmas 🎄 gift 🎁 guide💄featuring yours truly is OUT NOW! Go check it out #fentybeauty @fentybeauty Thank you so much for letting me be a part of this‼️🎉 @badgalriri LOVE ❤️ YOU ALWAYS 💯💋🙌🏾

A post shared by Tiffany Pollard (@tiffany_hbic_pollard) on Dec 16, 2018 at 4:33pm PST

READ MORE: Tiffany Haddish Was Almost A Contestant On 'Flavor Of Love'

Continue Reading
Ezra Shaw/Getty Images

Stephen Curry Inspired By 9-Year-Old To Provide Curry 6 Shoes For Girls

Proving to be more than just an expert shooter from the free-throw line, Stephen Curry has managed to do right by the majority of the people in his life, including a young girl he's never met.

After receiving a handwritten letter from 9-year-old Riley Morrison, the precocious kid pointed out one minor issue with the Golden State Warrior's latest Curry 5 shoes — the sneakers were not manufactured in girls' shoe sizes.

hey @stephencurry30 can u help? pic.twitter.com/3jwuEc776B

— Liz Plank (@feministabulous) November 26, 2018

"My dad and I visited the Under Armour website and were disappointed to see that there were no Curry 5s for sale under the girl's section," the aspiring basketball player wrote.

Quickly swooping in for the save, the 30-year-old athlete responded with a written note, saying, "I appreciate your concern and have spent the last 2 days talking to Under Armour about how we can fix the issue." Continuing the letter, the father-of-three went on to say, "I am going to send you the Curry 5's now and you will be the first kid to get the Curry 6."

pic.twitter.com/2Yhz69rysE

— gu-c (@guchawney) November 29, 2018

In a statement to VIBE, Dean Stoyer, VP, Global Brand Communications for Under Armour explained the shoes were intended to be worn by girls and boys.

"Thanks to Riley and Stephen, we’re correcting a simple yet critical error. We’ve actually offered Curry signature footwear in youth sizing for boys and girls since the initial Curry 1; however, labeling that youth sizing for “Boys” and not designating for boys and girls, was simply wrong," he said. "Beginning now and moving forward our youth sizes will be properly labeled on UA.com to reflect co-gender “Grade School” sizing, and on boxes beginning with the first youth sizes of the Curry 6 delivering this spring."

Working diligently to correct the mistake, Curry proceeded to invite the young fan to an event for International Women's Day in March.

Looks like everyone wins, including Riley and girls all over the nation.

READ MORE: Stephen Curry And Viola Davis To Executive Produce 'Emanuel' Doc On Church Shooting

Continue Reading
Getty Images

Wu-Tang Clan Taps Teyana Taylor To Model New Lipstick Collab

On Thursday (Nov. 1), the iconic hip-hop collective Wu-Tang Clan announced to Billboard that they teamed up with Milk Makeup to launch their first-ever cosmetics line with Teyana Taylor as the star of the campaign.

Wu-Tang, who is heavily inspired by Chinese culture, are no strangers when it comes to extending their brand beyond music. In the past, the Staten Island group has had a line of sneakers via a partnership with Nike and spent this year launching an apparel collection of streetwear for different seasons.

However, this is the first time the group hopes to reach to the hearts of ladies everywhere with the new lipstick collection. Wu-Tang's RZA told Billboard that his wife is a fan of Milk Makeup products. "My wife has a cool perspective about makeup [because] in her youth, she was in the modeling circles," RZA said.

"She is a fan of Milk Makeup's products, and when [Rassi and I] talked about forming a collaboration that reflected our NYC sensibility, and philosophy makeup became the unique and unpredictable choice," he added. "The Milk Makeup collaboration was spearheaded by my wife."

The 46-second commercial for the limited-edition product features Teyana Taylor performing karate moves on a roof with the NYC skyline in the background. Dressed in an all-black battle suit with long sleek black hair, Taylor is focused on her kung-fu styled moves as the video goes into slow-motion.

Taylor, who featured Wu-Tang on a remix to her 2018 single "Gonna Love Me" spoke with Milk about the new venture. "[Working with Milk and Wu-Tang] was a no-brainer. I have been a huge fan of Wu-Tang forever and I love the modern energy of Milk Makeup. When I saw the quality of the lipstick with the custom-sculpted dragon on the bullet, I was impressed—it's like a work of art."

The limited-edition collection is currently available exclusively on MilkMakeup.com. Each of the lipsticks can be bought separately for $55 each or all together for $440. Along with the collection comes a 24 karat gold compact mirror ($75) and a makeup pin set ($18) that can also be bought separately.

Will you be buying one for the holiday season?

 

View this post on Instagram

 

WU-TANG X MILK MAKEUP 美 AVAILABLE NOW - We are unleashing a ❗️limited-edition❗️collection of 8 luxe Lip Colors in collaboration with Wu-Tang that balances sacred Chinese ingredients with high-payoff colors. - The longwear Lip Colors, each named after the eight earthly elements of the I Ching Trigrams ☯️ are housed in a specially-made component, revealing a custom-sculpted dragon upon opening. 🐲CHI (high shine red) 🐲SACRED (rose gold glitter) 🐲FIRE (matte orange red) 🐲FLOW (high shine rosy beige) 🐲FREQUENCY (purple glitter) 🐲SOURCE (high shine burgundy) 🐲CYPHER (high shine brown) 🐲RUCKUS (high shine hot pink) - Our #wutangxmilkmakeup Lip Colors available NOW exclusively on milkmakeup.com - Video features ME! Original beat produced by @RZA Campaign video produced by @whoodencollective

A post shared by Jimmy Neutch- Shumpert (@teyanataylor) on Nov 1, 2018 at 10:39am PDT

READ MORE: Teyana Taylor Enlists Wu-Tang Clan For “Gonna Love Me” Remix

Continue Reading

Top Stories