BBDO Worldwide New York


A recent Recording Academy study found that only 2% of all music producers are women, with only a third of record labels featuring any female talent on their rosters at all. As a staple of Caribbean culture and the music born from it, BACARDI decided to take a stand. Without the support of a label, how do rising women break through? Teaming up with three rising Caribbean talents, BAMBII, DENISE DE’ION, and PERFXN, under the mentorship of Grammy-winning producer, BOI-1DA, BACARDI launched a first-to-market NFT mixtape that replaces the traditional record label model with thousands of passionate fans. How? By investing in this next generation of beatmakers through the purchase of an NFT, buyers become incentivized and share in the success as the music gains popularity. Because included with every NFT track purchase, fans receive a monthly percentage of the song’s streaming royalty payments. So now the more the tracks get played, the more the rising producers and their fans make, too, thanks to the NFT “smart contract” (a self-executing transaction protocol built into the code on the blockchain). Along with their NFT track(s), fans also received an original animated artwork by renown digital Afro-futurist artist, SERWAH ATTAFUAH, and a downloadable “Fanvestor Kit” complete with posters, stickers, social-ready assets, bios, interviews, photos, and monthly streaming reports – all incentivizing fans to track and boost their song’s success by promoting the artist within their own social circles both online and IRL. NFT holders also have the promise of more future IRL utility, granting them access to live events and giveaways from the brand and artists in the future.




  • BACARDÍClient
  • Alex BookerExecutive Creative Director
  • Amelia GiebalDirector
  • Andrew OsborneExecutive Producer
  • David LubarsChief Creative Officer
  • Erica SonSenior Global Brand Manager, Digital
  • Erika LamDirector, PR
  • Georgia MurphyCopywriter
  • Good Ear Music SupervisionMusic / Sound Production Company
  • Griselda SanchezSocial Media Manager
  • H&sPR / Marketing Agency
  • Jackson HarperCreative Director
  • James YoungExecutive Producer
  • Jessica CocarroExecutive Producer
  • Jessica NugentProducer
  • John BurkeChief Marketing Officer
  • Josh GoodmanDirector
  • Julia MillisonProducer
  • Kathy BannonDirector
  • Meghan WoodDirector
  • Mia PotterCopywriter
  • Mikaal HurryDirector
  • Ned DugganGlobal SVP Marketing
  • Pamela SmithDirector
  • Philip SicklingerExecutive Creative Director
  • Raheal AragawiDirector
  • Sabrina GhantousArt Director
  • Sturdy.CoProduction Company
  • Tatiana LanierProducer
  • Taylor MarshCreative Director
  • Zach KulaDirector
  • * Alex GianniExecutive Producer
  • * BBDO WorldwideAdvertising Agency
  • * Laila MignoniGlobal Head of Brand Marketing
  • * Steven PanarielloDirector
  • * The One Show
Project featured: on 30th November 2022

Music Liberates Music Mixtape


Project tags