Well, if it seemed odd that stars were getting signed up by Starbucks, this is probably going to seem odder. Groove Armada have signed up to record and release their new music via Bacardi and Bacardi events, following the recent conclusion of their long-term deal with SonyBMG imprint Jive Records.
The duo's Andy Cato says this: "After Groove Armada's tenth anniversary year of huge gigs, we were looking for ways to take things to another level. Working alongside Bacardi we have the chance to take the GA travelling show to new people and places, find innovative ways of getting our music out there, and keep the stories flowing for the GA Road Movie with Bacardi B-Live".
Bacardi brand director Jeff MacDonald adds: "Bacardi is known for its innovation and creativity. What makes this deal ground-breaking is the depth of the relationship. Groove Armada and Bacardi will creatively work together in all areas from the planning right through to the delivery phases - we'll see them performing live at our events, laying down tracks for our advertising and promotions and filming the experience along the way. This collaboration is particularly topical as artists and the music industry look for new business models and partners. This is an evolution of the standard artist endorsement model".