Bacardi Lets YouTube Users Remix Its New Song With a Few Keystrokes

Major Lazer and Anitta's 'Make It Hot'

Bacardi's latest music-based experience, the Beat Machine, is climbing the charts. 

The rum brand lets users manipulate segments of "Make It Hot," a branded dance track from Major Lazer and Anitta, via YouTube's "fast-forward" keyboard functionality. 

Tap your keypad numbers to visit various points in the song and create different effects mixing-board style: 

It's a pretty straightforward time-waster, right? So go ahead, play with the sounds and pictures. Why bother getting any work done? Here's a primer to help you keep the beat:

In recent years, Bacardi has become renowned for its music/technology "hacks." That hit parade includes "Instant Jams," which transformed Instagram into a drum machine, and "Instant DJ," which let users work their phones like turntables. "Live Moves" ranked among its more involved efforts, giving fans a chance to direct a music video in real time. 

CREDITS

Bacardí Pass the Beat
John Burke: Chief Marketing Officer
Ned Duggan: Vice President, Brand Managing Director
Laila Mignoni: Creative Director
Roberto Laverde: Global Rums Director

BBDO
David Lubars: Chief Creative Officer, BBDO Worldwide
Greg Hahn: Chief Creative Officer, BBDO New York
Marcos Kotlhar: Executive Creative Director
Danilo Boer: Executive Creative Director
Gabrielle Attia: Associate Creative Director
Bruno Borges: Associate Creative Director
Noreen Masih: Senior Project Manager 

David Rolfe: Head of Integrated Production

Sofia Handler: Executive Producer
Molly Ross: Producer
Jessica Nugent: VP, Production Services Director
Kathy Bannon: Sr. Business Affairs Manager
Julia Millison: Music Producer

Steven Panariello: Executive Vice President, Senior Account Director
Josh Goodman: Vice President, Account Director
Meghan Wood: Account Manager
Aimee Chimera: Account Executive
Clare McGough: Social Manager
Jessica Strode: Senior Vice President, Group Planning Director
Steve Panawek: Senior Vice President, Group Planning Director
Jen Leung: Communications Planning Director
Ali Goldsmith: Communications Planner

Production Company: Stink
Director - Jovan Todorovic
Managing Director - Jeff Baron
Executive Producer - Fran McGivern
Head of Production - Nick Fuller
Producer - Mark Walejko
Production Supervisor - Tavo Muñoz
Production Supervisor - Giovanna Giangregorio
Commercial Coordinator - Shawn Vincent
Director of Photography - Stuart Winecoff
1st Assistant Director - Monty Greenlee
Stylist - Coco Cassibba
Stylist - Celia Arias
Groomer - Thomas Dunkin
Choreographer - Calvit Hodge

Editorial: Final Cut 
Editor:  Joe Guest
Assistant Editor:  Lucas Moesch
Producer:  Penny Ensley
EP: Sarah Roebuck

Music House: Sound Tree
Head of Music Production: Luis Almau
MD/Producer: Jay James
Sound Post: Sonic Union
Mix Engineer- Steve Rosen 
Senior Producer - Patrick Sullivan 
Studio Director - Justine Cortale 

Post VFX: Blacksmith 
VFX Supervisor/Lead Compositor: Daniel Morris
Compositors: Margolit Steiner, Jacob Coy, Jacob Slutsky, Eric Concepcion, Yebin Ahn
CG Artists: Tuna Unalan, Vitaliy Burov
EP: Charlotte Arnold
VFX Producer: Tina Chen

Color: The Mill 
EP: Andrew Sommerville
Producer: Evan Bauer
Colorist: Mikey Rossiter
Color Coordinator: Blake Rice
Color Assist: Elias Nousiopoulos

Bacardi Pass The Beat – Social Credits 
Production Company: BBDO Studios
Director: Andrew Osborne 
DP: Tinx Chan 
Producer: Raven Jensen 

"How-To" Beat Machine video

BBDO Studios
Michael Gentile: Studio Lead
Andre Rowe: Studio Producer
Billy Siegrist: DP
Luke Butler: Studio Producer
Alex Lubars: Editor / Animator

Profile picture for user David Gianatasio
David Gianatasio
David Gianatasio is senior editor at Clio Awards.

Museletter

Get Inspired

Sign up for the daily Museletter for the latest ad campaigns and the stories behind them.