Bacardi rum, BBDO NY and Grammy Award-winning producer Boi-1da debut the latest evolution of Music Liberates Music, an ongoing program from Bacardi designed to champion underrepresented voices in the music industry. To shine a light on the shocking statistic that only 2% of music producers are female, Bacardi and Boi-1da have hand-selected three multifaceted, international female artists–Bambii, Denise De’ion, and Perfxn--whose Caribbean-inspired sounds and production styles have the potential to make their mark on the future of the industry. 

With an eye for untapped talent and potential, Boi-1da helped the world’s most awarded rum brand select this emerging class of producers:

• Bambii (Kirsten Azan) hails from Canada and is one of the country’s most compelling Caribbean-inspired DJs and emerging producers.
• Toronto-native Denise Thomas–professionally known as Denise De’ion–has been writing her own music and singing for more than two decades. Her dynamic sound is a blend of R&B, hip hop, and Caribbean influences, which is a reflection of her vibrant personality and artistic vision. 
• Aviane Vargas, otherwise known as Perfxn, is a rising producer and fashion designer originally from New York City and the Dominican Republic, now based in Los Angeles, with a love for all things tropical and getting people to do what moves them.

 
This year’s iteration also presents a new model of music fandom and artistic investment–one where both fans and up-and-coming producers can share in the success of the music they love. To put the power back into the hands of the artists and their fans, the tracks will be minted into an NFT (non-fungible token) and auctioned off as a limited-edition mixtape on the newly launched NFT music marketplace STURDY.EXCHANGE, through Sunday, October 17.

For the first time ever, proceeds will directly benefit the producers and “fanvestors” who invest in their work. Each NFT includes a percentage of the streaming royalties as part of the official Music Liberates Music “Fanvestor Kit,” so the more the song gets streamed, the more the artist and their “fanvestors” both make. This first-to-market model is important for talent at the start of their career, while also helping them to foster a deeper connection with fans.

This :60–directed by MARZ via Sturdy Co for BBDO NY–promotes the initiative, raises awareness of the gender disparity in the industry, and encourages making the NFT investment in support of emerging talent.

Credits

Client Bacardi John Burke, chief marketing officer; Ned Duggan, global SVP marketing; Laila Mignoni, global head of brand marketing; Erica Son, sr. global brand manager, digital. Agency BBDO NY David Lubars, chief creative officer, worldwide; Alex Booker, Philip Sicklinger, executive creative directors; Taylor Marsh, Jackson Harper, creative directors; Sabrina Ghantous, Georgia Murphy, Mia Potter, creative team; Alex Gianni, head of content production; James Young, head of digital production; Andrew Nam Chul Osborne, head of content operations; Jessica Cocarro, VP, group executive producer; Tatiana Lanier, producer; Julia Millison, sr. music producer; Jessica Nugent, VP, production services director; Zach Kula, VP, strategy director; Raheal Aragawi, strategy director. Production Company Sturdy Co. MARZ, director; Jordan Wozy, technical director; Kyle Nolan, Kevin Henry, exec producers/co-founders; Mikey Errante, production manager; Alex Harper, photographer; Madeline Leach, DP; Jessica Dho, 1st assistant director; Alex Bailey, 2nd assistant director; Toreno Winn, stylist. Music Denise De’ion, music producer & vocalist for “Juice”; Perfxn, music producer for “On the Way feat. Niqua Mor”; Bambii, music producer for “NYCE feat. Pamputtae”; Melissa MacMaster, Denise De’ion Management; Scott Lee, Perfxn Management; John Bogaard, Bambii Management. Music Supervision Good Ear Music Supervision Marielle Jade Te, Danielle Toporoff, music supervisors. Editorial Sturdy Co Jordan Wozy, editor; Luke Chammas, assistant editor; Alex Michel, jr. editor; Kyle Nolan, EP/co-founder; Bora Lee, Jazeel Gayle, Kyle McKenzie, post producers. Post/VFX Sturdy Co Ryan ZumMallen, VFX director; Kyle McKenzie, animator & post producer; Kinan Chabani, colorist; Kyle Nolan, EP/co-founder; Bora Lee, post producer. Audio Post Sturdy Co Nathan Beausoleil, mix engineer; Kyle Nolan, EP/co-founder; Bora Lee, Kyle McKenzie, post producers. VO Record & Casting Sound Lounge Sienna Jeffries, VO talent; Pete Crimi, mixer; Alexa Magnotto, casting director; Dana Villarreal, sr. producer. NFTs Sturdy Exchange Serwah Attafuah, artist & animator; Matthew Goulet, CEO; Connor Moy, co-founder; Deanna Hammond, head of CX & operations; Ryan Abary, community manager.

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