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BACARDÍ® has announced the launch of Sound of Rum Series, a four-part music documentary which explores the influence Caribbean music has on the world and the intrinsic link between rum, music and the cultures that have combined over time to create today’s the Sound of Rum. The series is the latest iteration of the BACARDÍ the Sound of Rum creative campaign which aims to connect the brand’s island roots to modern music.

The Sound of Rum is a diverse sound and unique concept born from the brand’s partnership with electro/moombahton trio Major Lazer, announced earlier this year. It draws influence from a collection of Caribbean genres including reggae, dancehall and afro beats and fuses them with modern day global influences from hip-hop, trap and grime to create something truly unique. Sound of Rum Series is released to further illustrate and explore this cultural and creative movement.

Sarah Doyle, Vice President of BACARDÍ for Europe, says: “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.”

Each episode of Sound of Rum Series begins with the islands conveying how the Sound of Rum, though born in the Caribbean has traveled and developed throughout the world. Featuring stars such as Major Lazer, Sean Paul and Chase & Status, the series offers musical insights into the scene and reveals how the Sound of Rum has flourished in Europe.

Episode one of Sound of Rum Series The Spirit of Carnival’ was released on Thursday 9 November, with the three remaining episodes released the following weeks after.

For more information please contact:

Katie Lassman, Ogilvy Public Relations

+44 (0)7515482499 /

About Sound of Rum Series

Episode 1: The Spirit of Carnival

The Spirit of Carnival delves into the origins of the Sound of Rum through the tradition of the iconic Caribbean Crop Over Festival, and introduces the grass-roots contributors who originate and spread the sound. The influence and success the Sound of Rum has had outside of the Caribbean, especially in Europe over the past five years, is explored through taking a closer look at the grass-roots contributors who embody the distinctive sound.

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 30 November

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.

Production Credits

Jak O’Hare – Director
Aaron Reid – Director of Photography
Charles Holgate – Executive Producer
David Silva – Editor
Rhys Adams – Sound

Richard Newport – Music Supervisor

Elliott Jack – Music Supervisor

Jade Garrow Newport – Creative Strategy, Wasserman

Dave Thomson – Brand Strategy, Wasserman
Sarah Proctor – Head of Production, Wasserman
Paul Bray – Agency Producer, Wasserman

Sarah Doyle – Vice President, BACARDÍ – Europe

Fabio Ruffet – Creative Excellence Director, BACARDÍ – Europe

Tine Van Nevel – Brand Director, BACARDÍ – Europe

Liz Walaszczyk – Global Head of Music, BACARDÍ

Missy Worth – Music, BACARDÍ

About BACARDÍ Rum – The World’s Most Awarded Rum

In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí Massó revolutionized the spirits industry when he created a light-bodied rum with a particularly smooth taste – BACARDÍ.

The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the BACARDÍ Mojito, the BACARDÍ Daiquirí, the BACARDÍ Cuba Libre, the BACARDÍ Piña Colada and the BACARDÍ Presidente. BACARDÍ rum is the world’s most awarded rum, with more than 700 awards for quality, taste and innovation.

Today, BACARDÍ rum is made mainly in Puerto Rico where it is crafted to ensure the taste remains the same today as it did when it was first blended in 1862.

The BACARDÍ® brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.



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