At a time that the music industry is urged to learn from the ‘dark side of the internet’, Bacardi and dance artists Groove Armada have joined forces to release an EP that will be made available through an exclusive music sharing website .
"B-Live Share" is the rum brand’s is a new online music application that has been designed to actually encourage and reward consumers who share music from Groove Armada through their own online communities such as social networking sites, MySpace, Facebook and Bebo.
Groove Armada's Andy Cato said, “Sharing music has always gone on. It's giving music away that's the problem. We wanted to come up with a 21st century version of what we used to do with cassette tapes. When you give music away for free it’s disposable. When you share it, it’s done with love.”
Recently music industry's critics said that executives need to relinquish more control of their music in the digital world. They could even pick up some ideas from the people who have created services to download music illegally, the very who they are now fighting. It must be remembers that Napster started life as an illegal file sharing site and led the way to the download revolution via legal sites such as iTunes, Amazon and of course Napster themselves.
The industry has moved to forge partnerships with online retailers as sales slump, after years of trying to protect its content and sue anyone who illegally downloaded it, Bacardi and Groove Armada are seizing the opportunity to cash in.
It is widely reported that in 2008, more than 40 billion files, that's 95% of the music downloaded from the internet, was illegal, resulting in the overall music market down around 7 per cent on 2007.
The new website, www.bliveshare.com, aims to empower sharing as the future model for music content distribution. What makes sharing music via this method is legal because the rights owners i.e. the artists, Bacardi B-Live Records and the publisher, are all compensated for the downloads and shared files.
Groove Armada decided that when their last record deal expired to sign up with drinks firm Bacardi rather than stay with a normal label and this EP release highlights an eight-month first-of-its-kind collaboration between the premium rum brand and the music group. In April last year, Bacardi launched its ground-breaking global music agreement with Groove Armada. The music group side-stepped music industry tradition and worked with Bacardi in touring, recording, producing BACARDI B-LIVE -- the global experiential marketing programme.
It remains to be seen if this new business model of share/reward will encourage more people to turn away from illegal download sites.
greendragonuk has shared an exclusive Groove Armada track with 1 people on B-Live Share
Get the track for yourself and start sharing
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