The Daily Swarm

Does this mean they’ll actually show up for the gigs?

UPDATE: Watch: Groove Armada 360-deal with Bacardi

Billboard.biz:

Groove Armada and Bacardi have struck a partnership which will see the British electronic act issue their forthcoming releases through the drinks brand and partner on its international music events throughout 2008.

As part of the one-year deal with Bacardi B-Live, the beverage firm’s global music platform, Groove Armada will perform live at various Bacardi-branded events, which will take place across 25-dates, and five continents through the year. The duo are the first marquee name confirmed to perform April 19 at Miami’s Bayfront Park Amphitheater for the Miami leg of the B-Live concert series.

“Bacardi have always had a strong connection with music and this exciting partnership,” says Jeff Macdonald, global brand director, Bacardi, “takes it to a new level.” He adds, “This heralds a new era for ‘bands and brands’ and promises to set a precedent as to how both artists and brands can reap the rewards of a mutually beneficial relationship.”

Undercover:

“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,” says Andy Cato of Groove Armada.

Groove Armada has to date sold more than 3 million albums.

“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,” said Jeff Macdonald, Bacardi global brand director. “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.”

Variety:

Groove Armada had just the opposite effect. In what was billed as a rare “live band” appearance by the house music stars, the five musicians and three singers pulled off an almost impossible trick: They managed to make a full band performance less exciting than seeing two guys play DJ. The problem was that neither Tom Findlay nor Andy Cato—the two musicians behind Groove Armada’s recordings who were featured in the photos promoting the show—was anywhere to be seen (Findlay was listed in the program as “producer,” but what that has to do with a live performance is questionable).