Momentum strikes Bacardi music deal

Interpublic's experiental marketing company, Momentum, has won a pitch to co-ordinate the events, expected to include A-list music stars performing at several locations worldwide, including London.

Media Week understands the firm has been in negotiations with TV, radio and mobile companies to cover the events. The move follows previous associations between the Bacardi brand and live music, such as the Bacardi B-Bar, a DJs and cocktails outfit which has toured the festival circuit for several years.

Last July saw the first B-Live event, a three-day party on Lon-don's Clapham Common.

Part of the McCann Worldwide group, Momentum operates in nearly 50 countries worldwide and has worked with major clients including Coca Cola, American Express and Nestle.

A string of advertisers have made major investments in music content, including the likes of Virgin, Orange and Pepsi, with the speed of mobile downloads making the area increasingly attractive.

This article was first published on Media Week