The world’s most awarded rum brand announces the next iteration of its Artist-Elevating Music Liberates Music program, the first QR-based fashion collection that rewards fans with cash gigs
for the promotion of emerging musical artists
HAMILTON, Bermuda, June 23, 2022 / PRNewswire / – Today, BACARDI Rum is proud to present the latest evolution of Music frees music, an ongoing program designed to support underrepresented voices in the music industry. Every summer a new song is released every second of every day, making it difficult for emerging music artists to break through. The fourth iteration of the program seeks to combat this statistic by enlisting high-end streetwear brand, NAHMIAS, along with GRAMMY-winning producer and longtime collaborator, Boi-1da, to ditch a new kind of innovative music distribution model. NAHMIAS ‘first capsule collection features embedded QR codes built into each garment, directing fashion lovers with their phone to an album of rising global music talent when they go to take a photo. As an added incentive to don the collection and promote emerging artists, fans will also earn live music awards every time someone examines their hat, t-shirt, hoodie or jacket and listens to emerging artists. So, the more fans promoting the music, the more concert tickets they could earn.
Now available for pre-order exclusively at NAHMIAS.com/MLM, the four-piece, gender-neutral capsule collection debuted on the runway today at the NAHMIAS Spring / Summer 2023 show in Paris for men Fashion Weekwhere the catwalk seems ready, together with aa “codes out, phones out” politics, gave attendees a chance to scan the tech-chic outfits during the show. Like all NAHMIAS apparel, the founder and fashion designer, Doni Nahmias, designed the innovative collection characterized by its characteristic swagger, characterized by a high-level, yet informal, mix of sports and West Coast influences. From hats, t-shirts and hoodies, sweatshirts and jackets, each garment in the capsule wears a distinctive NAHMIAS fit with a BACARDÍ-inspired pattern, Caribbean style, multiple QR codes harmoniously integrated into the ready-to-wear models.
“It has been a pleasure to partner with a historic brand like BACARDÍ that is so dedicated to elevating others in the music industry, along with Boi-1da, a longtime friend of mine,” said Doni Nahmias, founder and stylist of NAHMIAS. “As an emerging in my industry, I was thrilled to be a part of the latest iteration of Music Liberates Music and had a lot of fun combining my signature aesthetic with BACARDÍ’s tropical vibes to bring this collection and component QR technology to life.”
Not only will emerging artists benefit from having their music streamed, but 100% of the net profits from the sale of the collection will also directly benefit the roster of emerging talent. This iteration of Music Liberates Music introduces a unique and disruptive fashion distribution and revenue model that transforms music fans into a walking promoter and wearable album for participating emerging artists.
“I was looking forward to this next iteration of Music Liberates Music and how we can bring more attention to emerging artists who are the future of music in an unexpected way, with the help of my friend Doni and BACARDÍ,” said GRAMMY – winning producer, Boi-1da. “This new class of Music Liberates Music artists have raw talent and passion, which I have seen firsthand in helping them produce new exclusive tracks for the NAHMIAS drop. As someone who has been in the music creation business for a long time. time, I’m thrilled that they not only grow as artists, but get the exposure they deserve. “
With an ear for talent, passion and potential, Boi-1da has played a vital role in sourcing artists for the latest iteration of Music Liberates Music and is working alongside each to co-produce brand new songs that will be discoverable together with some of the artist’s existing catalog on Spotify will arrive in mid-July. Global artists participating in the program include Ric Wilsonfrom Chicago, Illinois whose funk and disco-infused interpretation of rap bellows with robust percussion and a lively vocal touch. In addition, a Londoner and master of musical fusion, Benji Flow, who is an emerging in the MC realm of the British music scene, exerts a rhythmic blend of West African-flavored R&B and pop with Brazilian samba and Afro-Cuban influence. Last but not least, Berlinbased singer, songwriter and composer, K.ZIAwhose fusion of R&B, Soul and Pop genres exude groovy Afro-urban riffs and harmonic voices that transport listeners into its universe, to complete Music Liberates Music’s next class of emerging artists.
“This is the fourth time we bring Music Liberates Music back to fans, but this time we are expanding on a global scale with the most innovative iteration of the program,” he said. Laila Mignoni, Global Head of Brand Marketing Communications for BACARDÍ. “This year’s program not only helps emerging artists broaden the reach of their fan base, but marks the first time that BACARDÍ has partnered with a talented stylist like Doni Nahmias to help spread the artist’s work through a wearable album. We are thrilled to have Boi-1da back on board for the second time and can’t wait for you to hear new tracks of the talent we are supporting. “
Leveraging BACARDĺ’s iconic Latin Caribbean heritage, Boi-1da’s ear for musical talent and NAHMIAS ‘high fashion eye, the fourth iteration of Music Liberates Music has the power to revolutionize the way people discover and stream new music and become fans, one boss at a time. To grab merchandise from the BACARDĺ x BOI-1DA x NAHMIAS wearable album collection before it runs out, head to NAHMIAS.com/MLM to pre-order.
To buy BACARDÍ kits for rum and cocktails, go to www.DrinkBACARDI.comand for more information on BACARDÍ rum, visit www.BACARDI.com.
About BACARDÍ® Rum – The most awarded Rum in the world
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 the cocktail pioneers to invent some of the most famous recipes in the world, including the BACARDÍ Mojito, the BACARDÍ Daiquiri, the BACARDÍ Cuba Libre, the BACARDÍ Piña Colada and the BACARDÍ El Presidente. BACARDÍ rum is the most awarded spirit in the world, with more than 1000 awards for quality, taste and innovation. Today BACARDÍ rum is mainly produced in Puerto Rico where it is made to ensure that the taste remains the same today as when it was first blended in 1862. www.BACARDÍ.com
The BACARDÍ brand is part of the Bacardi Limited portfolio, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
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About NAHMIAS + Doni Nahmias
Grew up in the small Californian coastal town of Summerlandlocated just outside Santa Barbara, Doni Nahmias is a self-taught designer who founded NAHMIAS in 2018. After the label’s debut with the 12-piece DIY collection, NAHMIAS has forged a distinctive aesthetic: a high-quality yet casual mix of skate, basketball , surf and hip-hop codes have merged into a rising ready-to-wear brand to now become a full-fledged RTW menswear brand with global appeal. Based out Los Angeles, CaliforniaNAHMIAS is stocked at global luxury retailers such as Maxfield, The Webster, Saks Fifth Avenue, Browns, and Harrods, among others.
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