Swizz Beatz has made a big move today. Expanding his portfolio, Spirits producer Bacardi has named the multifaceted entrepreneur, artist, art collector and Grammy award-winning music producer Swizz Beatz its Global Chief Creative for Culture. According the press release, with the new role, Swizz will have oversight for the entire Bacardi portfolio of brands.
As part of the multi year agreement, Swizz will deliver events, marketing and social activations with industry influencers in exciting and new ways. The multi platinum producer will help Bacardi — the largest privately held spirits company in the world — incorporate its brands into the worlds of music, art and film.
“For Bacardi, having Swizz as a partner represents an opportunity to sell more than just bottles and cocktails. It represents a convergence of our brands in lifestyle and cultural experiences,” said Mike Dolan, chief executive officer of Bacardi Limited. “Consumers are identifying with brands that fit their lifestyle in culturally relevant ways and Swizz is the perfect partner to identify and forge these new consumer connections.”
“Besides having amazing brand recognition, great-tasting products and leadership that pushes boundaries, Bacardi has a deep heritage in music, film, culture and the arts, so they’re a great partner to help bring my vision to life. Also, I wanted to partner with a company that, like Bacardi, has a long history of giving back to the community through its philanthropic activities,” said Swizz Beatz. “As the Bacardi Global Chief Creative for Culture, I will be involved in all aspects of the product—from brand marketing and advertising to innovation and selling platforms—areas to which I will bring a new, fresh perspective.”
The agreement comes on the heels of Bacardi and Swizz Beatz collaborating last December as part of a three-day cultural experience at Art Basel 2015 where art and music collided in Miami as part the No Commission Art Fair by day and the BACARDÍ Untamable House Party Concert Series by night.