ABOUT

OVERVIEW
The BACARDĺ Music Liberates Music program was created in 2017 with the sole mission of championing underrepresented voices in the music industry. Back for its fourth iteration, the 2022 program sought to elevate up-and-coming global artists in the music industry that might not have otherwise found fame. BACARDĺ partnered with GRAMMY- winning producer, Boi-1da, and high-end streetwear brand, NAHMIAS, to drop a fresh and innovative form of music distribution called, “The Wearable Album.” The first-of-its-kind capsule collection features embedded QR codes on every garment, and once scanned, direct users to an album of rising global talent, turning ordinary fans into walking music promoters. H&S’s key objectives were to build buzz around “The Wearable Album” capsule collection, drive consumers to order the merchandise and visibility to the playlist with tracks created by the rising global MLM artists, Ric Wilson, BenjiFlow and K.ZIA.

SOLUTION
H&S embarked upon a multi-phased PR approach, beginning with a global launch and NAHMIAS runway presentation at Paris Men’s Fashion Week. For the launch, H&S coordinated a press trip to Paris with two exclusive press attendees from participating markets - the US, UK, and Germany - with exclusive stories dropping post-show. To sustain momentum and drum up additional earned media coverage, the team conducted outreach to music, lifestyle, fashion, spirits and advertising trade press, while conducting interview outreach for BACARDĺ executives and US rising artist, Ric Wilson. The team additionally created custom mailers, which included the NAHMIAS capsule collection, and seeded them to press, influencers and celebrities. The campaign culminated in a Rolling Stone x Life is Beautiful Party in Las Vegas, where the emerging artists performed their new tracks live for the first time. The performances were amplified in real time in PR and social with influencers partners documenting the experience on the ground from the event.