Drop the Tough video for Groove Armada, directed by A+W
Here is Groove Armada’s video for single Drop the Tough, which features on a new 4-track EP. It is an EP with a difference, however, as it has been entirely funded by a brand…
The EP has come about through a partnership between Groove Armada and drinks brand Bacardi, specifically Bacardi B-Live, which has been set up as the brand’s ‘experiential arm’. As part of the deal, Bacardi B-Live has supported a Groove Armada tour and has a licensing deal to publish and distribute the band’s music. The new EP will be distributed for free.
Bacardi’s ad agency, RKCR/Y&R has created a launch campaign for the release of the EP, which includes the promo shown above, as well as the CD artwork, also shown here. Now I’m guessing that some of you out there may balk at this association between a brand, an agency and music, though Groove Armada defend their position on the digital booklet accompanying the EP.
“For a long time, people who’ve seen GA live for the first time have been surprised. From the beginning we’ve played dance music live as a band. The band expanded to a travelling circus of lights, visuals, lasers and dancing girls, and with this we travelled most of the world.
But there were some places where we hadn’t taken this show until 2008 and the deal with Bacardi B-Live. It was then that we could set off for Brazil, Mexico, Greece, Miami…
When we got back from these adventures it was time to think about new music. And it was time to get the musicians from the stage in the studio, something we’d hoped to do for a while. With total freedom to make the music we wanted, with the people we wanted, it was time for another new departure…
… When it came to release, we wanted a fresh start there too. And the B-Live technical crew gave us what we needed. A way to get the music out there for free, without it being throwaway. Free music is disposable, but shared music comes with love. We’ve turned a few heads over the last year, and are going into ’09 full of ideas. Nice one to B-Live for the creative freedom to get there.”
Could this be the future of music publishing? That brands will take over the role of record companies? It is an interesting solution, although inevitably the question of whether any risky decisions will ever take place (or the backing of any unconventional bands) springs immediately to mind. And is total creative freedom ever really possible when the music is being supported by a mainstream brand?