MUMBAI: BACARDÍ rum has a kickass challenge for rum fans around the world to find their rhythm and do what moves them through song, dance and the power of ‘Conga’ as part of its latest campaign, ‘Conga Feat. You’. Reimagining the song that catapulted Miami Sound Machine’s Emilio and Gloria Estefan to international stardom, BACARDÍ is calling on music and dance enthusiasts across the globe to join the world’s most awarded rum as they embark on the first-ever remake of ‘Conga’ Feat. Meek Mill, Leslie Grace, Produced by Boi-1da, reintroducing the Latin Pop track to a modern audience.
The remake is an exciting collaboration between three-time Latin GRAMMY Awards nominee, 2020 Latin GRAMMY Awards performer and upcoming In The Heights star Leslie Grace, GRAMMY-nominated musician and criminal justice reform advocate Meek Mill and GRAMMY Award-winning, “Producer of the Year” nominee Boi-1da. This cast of star-studded collaborators are inviting vocalists and dancers alike to embrace the Sound of Rum by submitting their voice recording or video showcasing their dance moves for a chance to be featured in the official “Conga” music video, debuting the week leading up to the biggest night in music in January 2021.
“BACARDÍ always aims to bring people to vibe together in doing what moves them, and now more than ever, it’s important to create such opportunities. With this campaign, we are looking at presenting people the unique chance to groove to the celebrated track ‘Conga.’ And get a chance to feature with multicultural artists like Leslie Grace, Meek Mill and Boi-I da, and we couldn’t be happier to make this happen,” said Sameeksha Uniyal, Senior Brand Manager, Brand Bacardi, India & South-east Asia.
With a long legacy in the music space, BACARDÍ is thrilled to once again unify rum drinkers through song and dance. This year, people from all over the world will play a vital role, as BACARDÍ calls on fans to fuel their passions and add their creative flair to the “Conga Feat. You” campaign. As a result, the final “Conga” music video and track will be an official collaboration between esteemed artists and the people, reimagined by a new generation.
Having commenced on Instagram on 20 November and running through 13 December, fans will learn how-to submit content by tuning into @bacardiusa, @lesliegrace, @meekmill and @boi1da’s Instagram channels. Each channel will link to a recording hub experience where users can submit their vocals or moves, invite their friends, and enter for a once in a lifetime opportunity to collaborate with this group of talented artists.
BACARDÍ has also enlisted an army of global influencers including 2020 Sports Illustrated Swimsuit Issue cover girl Jasmine Sanders, viral street-dance performer Lil Buck and singer, dancer, and TV judge Alesha Dixon, as well as popular Indian influencers like Aadil Khan, Awez Darbar, Sushant Digvikar, Shakti Mohan, Nicole of the widely followed Team Naach and more to recruit “Conga” enthusiasts near and far to join in on the fun.
Submitting content is simple:
Instagram users will swipe up from the brand or partner channel and open the recording hub experience. Next, users will be prompted to select either SING or DANCE for the “Conga” track and aided by karaoke-style vocals as they record their take on the chorus, or dance along to easy-to-follow choreography by Ian Eastwood bursting with Latin Caribbean vibes. Then, once the vocals or moves are to their liking, users can submit their content, encourage others to join the “Conga” revolution, and do what moves you.
After the submission period has closed, producer Boi-1da and BACARDÍ will take select users who submitted their vocals and dance moves to appear in the official “Conga” track and music video once it debuts globally in late January. Other fans who submitted their dance moves will be able to see themselves in action in an interactive version of the offici