Bacardi
India
Philippines
South Africa
Africa, Asia, India
2020
In 2020, billions of people from across the world were forced to go into self-isolation amidst the coronavirus outbreak. This pandemic redefined life as we knew it. With concerts, music festivals and night outs completely out of the picture, we initiated ways to bring people together virtually and redefine entertainment in the time of the virus. Bacardi #PassTheBeat, a cross-cultural digital platform, was launched globally, led by DJs, producers, rappers and dancers with an aim to inspire feelings of self-expression among consumers at home through live music performances.
The #PassTheBeat line-up had leading artists from across 3 countries making excellent content!
A digital concert serving 540 minutes of non-stop entertainment for fans across the globe!
Bringing together global fans on one platform to witness #PassTheBeat
Cumulative views across platforms and content formats!
#PassTheBeat created a wave of conversations around Bacardi across the 3 countries
Bacardi Pass The Beat, a first-of-its-kind cross-cultural platform, aimed to unite leading musicians and creators from India, Philippines and South Africa to get inspired from each other’s work and also ‘pass the beat’ as one performance seeps into the other. In a day-long lineup spread across three countries, musicians started their set by remixing the closing track of the previous artist, thus literally passing their beat to the next artist and so on. Each artist blended the beat in their sets, but not without giving it a twist of their own.
This initiative brought together some of the best musicians from across 3 countries to inspire feelings of self expression and liberation among the viewers. 15 artists performed unique sets on their IG live channels one after the other in a 9-hour long, action-packed digital party.
The #PassTheBeat movement brought together 15 artists across the 3 countries for a 9-hour action-packed digital party.
Kicking things off in the Philippines, the line-up for the country consisted of 6 popular artists – rapper and singer Alisson Shore, hip hop artist Rjay Ty, singer songwriter Curtismith, DJ Ace Ramos, DJ Patty Tiu and rapper Al James. Philippines was followed by India with a lineup comprising some of the top beat makers in the country such as Zokhuma, Mojojojo and Dualist Inquiry. The last country to go live was South Africa that brought out its best hip hop producers like DJ Speedsta and Ganja Beatz and Ampiano maestros such as DBN Gogo and Scorpion Kings.
With 15 artists programmed to deliver 9+ hours of live content – fans of the festival looked forward to doing what moves them right from the comfort of their homes. To spread the word and get people excited, we also roped in some of the best vloggers and dancers to create exciting pieces of content around the #PassTheBeat movement. The Pass The Beat movement left a lasting impact not only on the artists as a unique experience but also brought fans from across cultures onto one platform, knitting the global Bacardi fans closer together.
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