In January 2008 BACARDI®, announced the release of the Groove Armada Mini Album and its unique delivery platform, B-Live Share, an innovative online sharing mechanic. B-Live Share is a pioneering online application encouraging and rewarding consumers who share Groove Armada’s music from the Mini-Album with their own online communities through the site, www.bliveshare.com and widgets that can be integrated into social networking environments.
Since its launch, fans from all over the world have been signing up to www.bliveshare.com and sharing Groove Armada tracks via this first of it’s kind site. 14 countries around the world are actively promoting www.bliveshare.com, however the sharing of Groove Armada tracks via www.bliveshare.com has gone much further a field, so far people have been sharing in a staggering 81 countries around the globe, from Azerbaijan to Guatemala from Lithuania to Tonga, Macedonia and Ecuador.
www.bliveshare.com is a pioneering application, as it empowers sharing as the future model for music content distribution. Sharing music via this method is legal because the rights owners -- the artists, BACARDI B-LIVE Records and the publisher -- are all compensated for the downloads and shared files. Andy Cato of Groove Armada says of the model - “Sharing music has always gone on. It's giving music away that's the problem. We wanted to come up with a 21st century version of what we used to do with cassette tapes. When you give music away for free it’s disposable. When you share it, it’s done with love.”
The Mini-Album release highlights an eight month first-of-its-kind collaboration between the premium rum brand of BACARDI and the music group. In April, Bacardi announced a ground-breaking global music agreement with Groove Armada. Groove Armada side-stepped music industry tradition and worked with Bacardi in touring, recording, producing BACARDI B-LIVE -- the global experiential marketing programme.
The Mini-Album’s tracks see Groove Armada’s moving into new exciting musical pastures, thanks to the creative freedom they've been afforded by stepping away from the traditional record company system and trying something new as part of their groundbreaking deal with BACARDI. For the first time some of the material has been recorded fully live with their band, as demonstrated on 'Drop The Tough' and 'Go'. Both songs feature new vocalist Saint Saviour from electro-pop outfit The RGBs. 'Drop The Tough' is a vibrant, cutting-edge pop track, and 'Go' demonstrates their versatility perfectly, producing a powerful vocal track with full band backing.
'Pull Up (Crank It Up) takes the EP up a gear with a more dance floor inspired track. This collaboration with much-loved UK-based MC Slarta John looks set to become their 'Superstylin' of 2009. 'El Padrino' makes up the 4, and is a 5 minute instrumental that showcases the true talent of the live band. Remixes come courtesy of Australian Electronic/Rock group Van She and Brazilian dance duo The Twelve’s on of ‘Drop The Tough’.
This relationship is a continuation of BACARDI rum’s long-standing history as a patron and promoter of music. In the early 1920s in Cuba, the Bacardí family legacy in music was cemented by Facundo Bacardí—grandson and namesake of the Company founder- who would share the Bacardí family’s passion for music, creating a festive music environment by throwing open the doors of the family home to parties featuring El Trio Matamoros—which became the hottest act in Cuba. As part of this enduring legacy, BACARDI and Groove Armada are evolving the Bacardí family tradition through their four-track Mini-Album, released on BACARDI B-LIVE Records. The online sharing application is available January 20 through to March 2, when the Mini-Album will be available via commercial digital release.
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