Bacardi harnesses the real-life power of its brand marque for Bat Beats music project
Though it may have recently updated its brand marque the bat remains at the heart of Bacardi’s visual identity, inspiring the brand to harness the power of the bat as part of a unique music experience at this year’s SXSW music festival.
Using the movements of 100,000 bats Bacardi produced an electronic track with a bespoke software app at the event. Guests were invited to experience the track being produced and recorded live at Austin’s Congress Bridge, the city’s so-called ‘Bat Mecca’.
The live capture of the bats movements were streamed to a digital grid with each square triggering and affecting specific sounds, beats, pitches and tempos.
Of the track, Bacardi global communications director, Kofi Amoo-Gottfried, said: “Defying convention and expectation is part of the Bacardi rum DNA and continues to be today. The Bat Beats music experience is just that – a demonstration of the brand values that still alive and strong today.”
Creative agency Mr. President developed the concept for the Bat Beats Bacardi Rum experience, a remix track by music producer Craig Richards is set to be released in April.
A making of video can be seen above.