Bacardi and Groove Armada have just launched a brand new way to share music with blive share.
The promotion is part of a global partnership that was launched back in March 2008 that would see the duo perform at global Bacardi BLIVE events as well as the release of any of their music through the Bacardi brand.
The promotion is an interetsing one and, with my own bias as I work for a Bacardi agency, pays consideration to our digital habits and the connectivity between people.
Once you’ve been invited to take part in the promotion by a mate you are able to download one track for free. From then on you have to work harder to get your tracks by promoting your link to any of your own contacts and friends via social networks / blogs / email . In return the more friends that sign up (and the more friends of friends that sign up) the more tracks you can unlock. Users have 39 days (starting today) to build up their network and unlock the 5 available tracks.
As its only day 1 it’s difficult to predict how this will take off but with the Guardian talking last weekend about 95% of music downloads being illegal (at a reported cost of around £180m) its good to see both an artist and brand acknowledging the trend for free music and coming up with a system that allows the facilitation of music in a way that the artist or label (or in this case brand) doesn’t lose out.
One of the interesting things to see as this starts to unfold is how long will these tracks be able to stay off the illegal peer2peer sites…. As this concept is based on users working to earn the music will users appreciate and take this route or simply let some other people do the hardwork and take the tracks the easy (and illegal) way.
amyhoare has shared an exclusive Groove Armada track with 3 people on B-Live Share