The Rum Club


Havana Club Launch Global Music Campaign

Written by Pete on . Posted in Rum Chat

Bringing Cuban Culture to the Masses…  

From time to time we get a press release that’s not particularly rummy (or even at all rummy in this case), but feels like we should pass the word on because the prize is particularly awesome!  This is one of those times…  And I’m sure that the winner will also have access to a particularly fine selection of rum as well as an amazing ten day music making stay in Havana!
Havana Club International has launched Havana Club Cultura Mix, an integrated global marketing campaign offering music enthusiasts, DJs and producers the chance to travel to Havana, Cuba, to record original tracks with world-famous producer, Gilles Peterson, and contemporary Cuban musicians.
Gilles Peterson and Havana Club Cultura Mix
The new initiative – which launched on Thursday 6 February 2014 – supports the Havana Cultura platform, which has been showcasing and promoting contemporary Cuban creativity and culture since 2007.  Targeting an influential, music-loving audience, Havana Club Cultura Mix will raise awareness of the platform, with the objective of making it more accessible to consumers on a global scale and strengthening the association between Cuban culture and the premium rum brand. 
The campaign is centred on a bespoke Facebook application – – where consumers can read about the competition, produce their remix and vote for their favourite tracks. To take part in the contest, entrants must remix a Cuban track using their own software or Havana Club’s bespoke remixing app. Entries received before the deadline of March 31st will be judged by both the public vote and by a range of music industry experts, including Gilles Peterson, representatives from Peterson’s label Brownswood Recordings, global media partner Mixmag, Havana Club and various music industry representatives from around the world and not at all!  
The brand will also be producing a range of social and content assets during the 10-day studio production phase in Havana, following the winners and charting their progress as they work with Gilles and the local artists.  Gilles Peterson said in relation to his partnership with Havana Club and this project: “I’m hoping that as well as making another great album, we will also uncover a new crop of producing talent.”
Watch the following video and hear Gilles tell you all about it first hand!  Then visit the website…
Check out this podcast from Gilles Peterson:

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