Drinks brand Bacardi has announced details of plans to launch an online and mobile radio station, which will arrive in the UK this May before being rolled out globally. The people behind Bacardi B-Live Radio reckon the service will be the first radio service funded by an FMCG brand.
The station's programming chiefs are promising a "mix of uplifting party anthems from the world's hottest dance floors, with guest DJs selected from a global talent portfolio producing exclusive contemporary mixes". Weekend programming will also include recordings from Barcardi B-Live events that have taken place around the world.
The mobile version of the service will be available on 3G, 2.75G and 2.5G devices - the service will mob-cast (it's possible I've just made up that word) via a WAP page and can be played through Windows Media Player or through a special player which listeners can download from the Bacardi B-Live website and then transfer to their mobile via infra-red or Bluetooth.
Confirming the new service, Bacardi Global Brand Director John Burke told reporters: "Bacardi B-Live radio is a music service that extends Bacardi's existing music properties and long standing experience in music led events. Being available both online and via mobile we_re investing in new media that have a real relevance to our consumers' lives. The service strengthens our associations with music by creating more opportunities for us to connect with our target adult consumer in a way that reflects our brand values".
More at http://www.bacardibliveradio.com, press info from Cake.