Bacardi and Groove Armada signed a deal 10 months ago to produce and distribute 3 albums (plus various other bits and pieces such as live shows etc.). We at the Radar were always a little skeptical as to how either party would capitalise on the arrangement. However, Billboard have just come up with this piece of news whereby new MP3’s will be distributed via traditional download stores in March, but also via BLiveshare, a new platform set up by Bacardi to encourage people to share music in a way that will benefit the artist.
How does it work? Essentially, user gets first MP3 free and is encouraged to share – if they share 20 times, they get MP3 number 2, if they share 200 times they get MP3#3, etc. This way, the brand pays the artist for their music and the brand gets eyeballs/ credibility. Theoretically, a win-win, except that many credible artists will find it hard to be represented this way. Still, it’s no different from the Spiral Frog model – it just seems like it might be more effective.
Are the brands finally doing something innovative here? This blog certainly thinks so.