Bacardi has signed up the music group Groove Armada (GA) in an agreement that will see them releasing exclusive music internationally this year. GA, which has just exited a long-term recording contract, will record and release exclusive new material this year "through Bacardi," said the company.

The drinks group said last week that it has signed a one year multi-faceted marketing agreement with Groove Armada (GA) to record and release exclusive new material this year through its Bacardi B-Live marketing programme.

Bacardi B-Live, an experimental marketing initiative running across 25 markets includes over 1,400 artists that have performed as part of its events, the company said.

Bacardi global brand director Jeff Macdonald said: "GA 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. 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."

In addition to the signing, GA will perform live at Bacardi B-Live events, musically headlining and directing each event line-up which will feature collaborations with both locally and internationally known artists. The group will also accompany Bacardi advertising, promotions, and events.

"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 added Groove Armada's Andy Cato.