15th Jun, 2020
Content Creators | Entertainment | Music
Bacardi Pass The Beat, a first-of-its-kind cross-cultural platform, brought together leading musicians and creators from Philippines, India and South Africa to ‘pass the beat’ onto one another and inspire feelings of self expression and liberation among their fans. 15 artists from across 3 countries performed unique sets on their IG live channels one after the other in a 9-hour long, action-packed digital party that fans could enjoy right from home. The sequence of countries was the Philippines, followed by India, and closed by South Africa.
The Philippines kick-started things with an incredible lineup of Filipino musicians comprising both established and upcoming artists, spanning across different genres like rap, hip hop, RnB, and electronic. The opening act of the evening was upcoming hip hop artist Alisson Shore whose popular track Hanggan Sa Huli left the audience mesmerized. The video for this track clocked in 11MN+ views over the last year, putting Alisson on the map of the rapidly growing scene of hip hop in Manila. Alisson passed on the beat to fellow hip hop artist, Rjay Ty who brought his unique RnB mixed with hip hop style to the evening with a smashing set coupled with dream-like visuals. His latest track Lullaby, which he also played live for Pass The Beat, bears testament to his superior talent and does justice to his stellar vocals.
Next up was Curtismito, member of hip Hop collective Careless PH, who worked on a collaborative beat with Rjay TY to kick off his set. Curtis served us his jazz-infused hip hop musical buffet, dropping new tracks that his audience was hearing for the first time. Moving on from Hip Hop, we transitioned into electronic music with some of the country’s best DJ’s, Ace Ramos and Patty Tiu, who took the energy of the evening to a whole other level with their mixes.
The #PassTheBeat movement recreated the experience of a live show and united fans across countries, giving them 9 hours of exceptional performances in the tough Covid-19 times.
To close the evening in Manila and pass the beat on to India, we knew it had to be the brilliant and extraordinary, Al James – one of the top rappers in the country. With a setlist that included all of his hits, Al’s set raked in the highest number of viewers for the evening, making this one-of-a-kind performance truly memorable. A beat from his final track, Repeat (part of the Bacardi Sessions campaign), was passed on to Indian electronic music producer Zokhuma who started the Indian leg of Pass The Beat, giving Al’s tune his own earthy twist.
For most artists on the line up, this was their first Instagram Live session – an experience that was equally memorable for them and their fans. Their incredible talent and boundaries-bending music brought in fans not only from across the Philippines, but also from India, South Africa and Italy.
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