Bacardi launches radio station

Bacardi has launched the world’s first brand-funded online and mobile music radio station.

Bacardi B-Live Radio will tie in with new Bacardi B-Live, the global programme that will build on Bacardi’s seven years of experience with music events. The service will feature live recordings from Bacardi B-Live events held around the world, as well as guest DJs and exclusive, contemporary mixes.

The radio service will be available 24 hours a day via the website or a mobile phone. The station will play music uninterrupted by adverts, news or anything else. Describing the mix of music to expect from the radio service, Adam Dewhurst, talent director for B-Live Radio, said, “There will be big-name premium-end DJs, a middle tier of underground music and also local-hero DJs.”

The intention, according to John Burke, Bacardi’s global brand director, is to “take [Bacardi’s] current music association and build it more strongly”.

It is possible to listen to the service by logging onto the website (www.bacardibliveradio.com) or by downloading a player onto a mobile phone. There will be no charge for the service by Bacardi, but listeners are likely to incur data charges from their operator if listening via a mobile phone. Bacardi B-Live Radio, which represents a US$1 million investment, has been developed together with a number of partners assisting with mobile, web and digital music technology.

B-Live is the result of success with the Bacardi B-Bar in the UK, as well other Bacardi live events throughout the world. The programme will integrate these events under one brand, as well as providing a means for consumers to access exclusive content via the radio service.   db May 2006