BACARDĺ rum is teaming up with music producer Boi-1da and streetwear brand NAHMIAS! The collaborative merch drop is part of the latest chapter of its Music Liberates Music program. In essence, the program aims to promote underrepresented voices in the music industry. To that end, this collaboration will see a line of QR code-powered merch, which will enable fans to earn prizes for promoting upcoming musicians.
How will the BACARDĺ x Boi-1da x NAHMIAS QR merch work?
The new merch capsule collection from NAHMIAS, Boi-1da, and BACARDĺ will be the first of its kind. To explain, each piece of merch will have QR codes integrated into it. Thus, whenever someone scans the hats, tees, hoodies, or jackets, they will be directed to the album of a rising global artist. In addition, fans will earn live music rewards every time someone scans their item of clothing. In other words, the more they promote the musicians, the more concert tickets they can earn.
The four-piece, gender-neutral BACARDĺ x Boi-1da x NAHMIAS merch collection is available for pre-order now. As a matter of fact, the collection made its debut last week at Paris Men’s Fashion Week. Of course, the QR code tech was in use at the live show.
As with all items from the luxury streetwear brand, Doni Nahmias designed the entire collection. It incorporates his signature style, as well as West Coast influences and a BACARDÍ-inspired, Caribbean flair. Significantly, Boi-1da has been a vital part of the Music Liberates Music program so far.
The award-winning producer said:
“I’ve been looking forward to this next iteration of Music Liberates Music and how we can bring more attention to rising artists that are the future of music in an unexpected way, with some help from my friend Doni and BACARDÍ.
This next class of Music Liberates Music artists have raw talent and passion, which I’ve seen first-hand in helping them to produce new tracks exclusive to the NAHMIAS drop. As someone who has been in the business of music-making for a long time, I’m excited for them to not only grow as artists, but to get the exposure they deserve.”