Spirits brand Bacardi has teamed up with a number of Jamaican entertainers for its ‘Sound of Rum’ Bacardi United Kingdom campaign. The campaign super charged by Major Lazer is centered around reggae, dancehall, soca, hip hop and electronic music. The campaign features a four part story board video documentary showing key experiences of Caribbean culture from Crop Over in Barbados to Carnival in Trinidad and the dancehall in Jamaica. With appearances from Jamaican artistes Sean Paul, Beenie Man, Bounty Killer, Popcaan, Mr.Vegas, Agent Sasco, Spice and Chi Ching Ching.

In June Bacardi USA launched their summer campaign with the Major Lazer produced Front of the Line song featuring Konshens and Machel Montano, with studio time being generated for aspiring Caribbean artistes, for every time the song was played on music streaming service Spotify.

The first in the series of Bacardi ‘Sound of Rum’ documentaries kicked off on social media on Thursday with the remaining three episodes to be released over the next three weeks.