Bacardi's 'Wearable Album' Apparel Unlocks Tunes by New Artists
Bacardi puts a fresh spin on the concept of album jackets—plus, hats, hoodies and tees!—with a capsule collection that uses QR codes to promote new tunes from rising stars.
Long a player in music, the rum brand joined with BBDO New York, streetwear designer Nahmias and Grammy-winning producer Boi-1da to create the gender-neutral gear embedded with codes that unlock tracks created specifically for the project.
Wearers earn points toward concert tickets each time folks use their phones to sample the songs. Along with gaining exposure, the acts will share 100 percent of all profits from apparel sales.
This is Bacardi, so the attire—sold here, following a June runway tease at Paris Men's Fashion Week—rocks Caribbean flair, along with Nahmias' trademark West Coast vibe.
Click the images to enlarge and scroll through:
"Wearable Album" artists include Chicago-based funk-rapper Ric Wilson, London MC BenjiFlow, and R&B singer-songwriter K.ZIA from Berlin. Tunes crafted with Boi-1da will drop in coming weeks. For now, the campaign's Spotify playlist features selections designed to give listeners a preview of what's to come.
Prices range from $1,000 (the jacket) to $225 (the hat). That's a steep ask. Why would folks shell out such coin?
"The price points themselves are a reflection of the vision behind Doni Nahmias' work and high-quality materials used with every piece and garment in the capsule collection," Laila Mignoni, Bacardi's global head of brand marketing communications, tells Muse. "Our hope is consumers see this as an opportunity not only to purchase something truly unique, but also something that will give back by supporting the future of the rising artists participating in the program."
"Wearable Album" marks the latest evolution of the Bacardi's "Music Liberates Music" program supporting new talent, and it amplifies the "What Moves You" ethos informing most of the brand's campaigns.
Last year, Bacardi and Boi-1da spotlighted female producers Bambii, Denise De'ion and PERFXN to raise awareness around gender disparity in the music business. In 2020, the brand remixed Miami Sound Machine's "Conga," with fans from around the world performing the track in homemade music videos.
Shameless plug: For Muse by Clio's coverage of classic record jackets, check out our Art of the Album series.
John Burke - Chief Marketing Officer
Ned Duggan - Global SVP Marketing
Laila Mignoni - Global Head of Brand Marketing
Erica Son - Senior Global Brand Manager, Digital
Erika Lam - Director, Brand PR
AGENCY: BBDO NY
David Lubars: Chairman, Worldwide Chief Creative Officer
Alex Booker: Executive Creative Director
Phil Sicklinger: Executive Creative Director
Taylor Marsh: VP, Creative Director
Jackson Harper: VP, Creative Director
Gia Sarkis: Art Director
Jack Mastrototaro: Art Director
Mia Potter: Copywriter
Aaron Marshall: Copywriter
Dina Zolan: Sr. Designer
Mikaal Hurry: Project Management Director
Zach Kula: Group Planning Director
Raheal Aragawi: Planning Director
Steven Panariello: Managing Director
Meghan Wood: VP, Account Director
Rafael Rautha: Social Director
Amelia Giebel: Account Manager
Griselda Sanchez: Social Manager
Alex Gianni: EVP, Director of Content Production
James Young: EVP, Head of Digital Production
Jessica Coccaro: Group Executive Producer
Alex Hilliard: Producer
Julia Millison: Senior Music Producer
Katie Theobolds: Music Producer
Kathy Bannon: Business Affairs Manager
Charmaine Dixon-Russell: Client Budget Manager
PR AGENCY: H&S COMMUNICATIONS
Elizabeth Harrison, CEO & Principal
Veronica Rodriguez, Chief Brand Officer
Jessica Chong: Vice President, Brand Engagement
Luis Braga: Senior Director, Lifestyle & Brand Engagement
Rhea Kumar: Director, Brand Engagement
Nicolle Dudek: Senior Account Supervisor
Sydney Mishkin: Senior Account Executive
Hannah Clary: Account & Influencer Marketing Executive
Caroline Sink: Assistant Account Executive
Madison Cassidy: Assistant Account Executive
Bella Gollomp: Marketing Coordinator
PRODUCTION: BBDO Studios
Jordan Wozy: Director
Kelly Matousek: Director, BBDO Studios
Jonathan Hsu: Executive Producer
Danny Pollack: Producer
Scott Siracusano: Director of Photography
Ava Jones: Production Designer
Santiago Hurtado: Stylist
EDITORIAL & FINISHING: BBDO Studios & Simian Design
Jordan Wozy: Editor
Logan Powaski: Producer
Kyle Cogan: VFX Supervisor
Douson Yuan: Sound Design & Mix
COLOR: COMPANY 3
Tyler Roth: Colorist
Nadia Dabibi: Producer