Bacardi Entertains Audiences at South by Southwest Music Festival
At this year’s South by Southwest (SXSW), an annual music festival held in Austin, Texas, Bacardi set up a unique music experience that draws on its distinguished brand mark, the bat. Although Bacardi recently updated its brand image, the bat remains at the heart of its logo. To celebrate the bat, the company set up a live digital capture of more than 100,000 bats at Austin’s Congress Avenue Bridge, which has earned the nickname “Bat Mecca” for its large population of bats.
The digital feed of bats streamed directly to a station at the festival, which projected their movement on a screen divided into a grid. As a bat hit a different square, that movement would trigger various changes in sound, pitch, tempo, or rhythm. Thus, the movement of the bats created a live, musical experience for individuals at the festival.
Bacardi has held strong to the values of innovation and distinction since its inception. The so-called Bat Beats experiment represents these values while offering the experience of a lifetime to festival participants. Music producer Craig Richards has agreed to create a remixed Bat Beats track to commemorate the event.