Music Liberates Music “Wearable Album”
Bacardi
Campaign Objective
To give rising musicians global exposure through a fashion-meets-music innovation, turning fans into “walking promoters” who share music via wearable QR codes.
Campaign Story
Bacardi’s ongoing “Music Liberates Music” program took an innovative twist: rather than traditional vinyl or online releases, it partnered with luxury streetwear brand Nahmias to create a “Wearable Album” collection. Each of the four apparel pieces (hoodies, jackets, tees, hats) had a stylishly integrated QR code patch designed with AI that, when scanned, opened a streaming playlist of new tracks by three unsigned artists (from Chicago, London, Berlin) curated by Grammy producer Boi-1da. To motivate sharing, Bacardi gamified it—every scan that a wearer’s garment received earned that wearer points toward live music rewards like festival tickets.
Execution
Bacardi revealed the capsule at Paris Men’s Fashion Week, blending style and tech in its runway show
It released 1,500 QR-infused garments online (quickly selling out to fans and hypebeasts)
When two people met and one scanned the other’s shirt code, they were taken to a mobile site to stream the “Wearable Album” and prompted to enter the wearer’s referral ID
Bacardi tracked scans and rewarded top “promoters” (wearers) with concert tickets and merch
100% of net proceeds from the clothing sales and NFTs of the album artwork went to the featured artists.
Campaign Success
Over 10,000 scans in the first week across 25 countries. The featured tracks garnered over 1 billion streams across Coke Studio and Bacardi’s channels (the Coke Studio program) with this QR push. Bacardi reported doubling its engagement rate vs. prior Music Liberates editions, and the rising artists saw a 300% increase in social media followers.
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