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Bacardi wants to drive relevance into music and culture as it teams with artist Swizz Beatz

Spirits maker Bacardi is hoping to connect with consumers through the mediums of art, music and film with the appointment of artist and entrepreneur Swizz Beatz as its first global chief creative for culture.

Swizz Beatz

The multi-year agreement will see Bacardi and Beatz work together to create events, marketing and social activations with industry influencers. The goal is to develop partnerships, activations and ideas that further incorporate the Bacardi brands into consumer passion points.

Mike Dolan, chief executive officer of Bacardi Limited said the partnership paves the way for the brand to sell “more than just bottles and cocktails”.

“It represents a convergence of our brands in lifestyle and cultural experiences. Consumers are identifying with brands that fit their lifestyle in culturally relevant ways and Swizz is the perfect partner to identify and forge these new consumer connections.”

As part of the business relationship, Swizz Beatz will also represent Bacardi and its brands at numerous cultural activations in the United States and emerging markets.

It’s the latest play by the brand to drive cultural relevance and comes after Bacardi and Beatz collaborated last December as part of a three-day cultural experience at Art Basel 2015.

It has also been announced today that the company has signed a three-year sponsorship agreement with AEG, the owner of The O2, that we see Bacardi named as the ‘Official Spirits Partner’ at The SSE Arena Wembley, Eventim Apollo, The SSE Hydro, the Scottish Exhibition and Conference Centre and from 2017 The O2. Through the deal Bacardi is hoping to engage with over five million music and entertainment fans.

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