Bacardi is sponsoring an online and mobile radio service set to launch next month for the over-21 market.
Bacardi B Live Radio will stream exclusive music content 24 hours a day, seven days a week via the Internet and directly through mobile phones. The content will include Bacardi-sponsored concerts and events. The service launches next month in the U.S. and London.
“This allows our 21-plus audience to experience the values of the brand anywhere,” said Shane M. Graber, group marketing manager, Bacardi USA, Inc., in a statement. “It is also a way for us to bring Bacardi B Live Events from across the world to a much wider adult audience.”
The service will play a mix of “uplifting party anthems” from the world’s “hottest dance floors,” with guest DJs pulled from a global talent pool to produce exclusive contemporary mixes. Weekend content will feature Best of the Week and live recordings from live Bacardi events taking place across the globe, Bacardi said.
The service extends Bacardi’s existing music properties and long-standing experience in music-driven events, the company said.
“By being accessible online and through the mobile or cell phone, we’re investing in new mediums that resonate with our core consumer’s lifestyles,” said John Burke, Bacardi global brand director, Bacardi B Live Radio, in a statement.
Consumers can listen to the service via the WAP site Wap.blivereadio.com. Listeners can download the radio player from the Web site Bacardibliveradio.com and Bluetooth, or Infrared the software directly onto their mobile handset free of charge, or listen online via a Windows Media Player application.
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