QR-powered fashion collection rewards fans with concert cash for promoting rising music artists.

License Global

June 24, 2022

2 Min Read
Model wearing a Music Liberates Music sweatshirt.
Model wearing a Music Liberates Music sweatshirt.Bacardi

Bacardi Rum has debuted another evolution of Music Liberates Music, an ongoing program designed to champion underrepresented voices in the music industry. The fourth iteration of the program enlists streetwear brand, Nahmias, along with producer, Boi-1da, to drop a new kind of music distribution model. The capsule collection from Nahmias features embedded QR codes integrated into each garment, which directs phone-wielding fashion lovers to an album of rising global musical talent when they snap a photo. As an added incentive to wear the collection and promote the rising artists, fans will also earn live music rewards every time someone scans their hat, T-shirt, hoodie or jacket and listens to the rising artists. So, the more fans promote the music, the more concert tickets they could earn. 

"It has been a pleasure collaborating with a heritage brand like Bacardi that is so dedicated to elevating others in the music industry, along with Boi-1da, a longtime friend of mine," says Doni Nahmias, founder and fashion designer, Nahmias. "As an up-and-comer in my own industry, I was thrilled to be part of the latest iteration of Music Liberates Music and had a lot of fun combining my signature aesthetic with the tropical vibes of Bacardi to bring this collection and QR tech component to life." 

Not only will the rising artists benefit from having their music streamed, but 100% of net profits of the sale of the collection will also directly benefit the roster of rising talent. 

"I've been looking forward to this next iteration of Music Liberates Music and how we can bring more attention to rising artists that are the future of music in an unexpected way, with some help from my friend, Doni, and Bacardi," says Boi-1da. "This next class of Music Liberates Music artists have raw talent and passion, which I've seen firsthand in helping them to produce new tracks exclusive to the NAHMIAS drop. As someone who has been in the business of music-making for a long time, I'm excited for them to not only grow as artists, but to get the exposure they deserve." 

"This is the fourth time we're bringing Music Liberates Music back to the fans, but this time, we're expanding on a global scale with the most innovative iteration of the program yet," says Laila Mignoni, global head, brand marketing communications, Bacardi. "Not only does this year's program help rising artists expand the scope of their fanbase, but it marks a first for Bacardi in collaborating with a talented fashion designer like Doni Nahmias to help spread the artist's work via a wearable album. We are thrilled to have Boi-1da back on board for the second time and can't wait for you to hear the new tracks from the talent we're supporting." 

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