As all liquor brands are scrambling to attract the illusive 21-35 year-old millennial market, they know they can no longer rely on conventional advertising or even club promotion to get it done. They’re forced to think outside the box, and this Beatz/Bacardi deal shines a light on how the brand plans to connect with its audience—and it has little to do with celebrity.
Their relationship began last year while Beatz, born Kasseem Dean, was producing his non-profit project, No Commission: Art Performs, at Art Basel in Miami, and after a meeting which was brokered by mutual friends, Bacardi and Beatz worked out a plan to partner on the event. The free exhibition and concert featured A-List performers like DMX, Wiz Khalifa, and Beatz’ wife, singer/songwriter Alicia Keys, a star-studded roster designed to lure the uninitiated to the art scene in an unexpected gallery setting. The event supports emerging artists, whose work is curated by Beatz through his foundation, the Dean Collection, by guaranteeing the artists keep 100% of their profits. The first No Commission at Art Basel sold out, racked up over 80 million media impressions, and the artists sold over $1 million of art. Shortly thereafter, Bacardi informed Beatz they’d like to work together more. Much more.