Bacardi is working with a popular U.K. band, Groove Armada, after it split from its label, Sony BMG, last year and decided to do without a traditional record company.
They've come up with a novel way of promoting the music that rather than punishing listeners for sharing music actually rewards them instead.
You can go to the bliveshare.com website and download the first track from Groove Armada's new EP/mini-album for free. If you share the track with enough friends and colleagues, you are rewarded with extra tracks. The more you share, the more you get.
The EP goes on sale in a month or so. Bacardi gets to build an online community using a new widget that can be integrated into social-networking environments.
Groove Armada have a deal with Bacardi where they agree to play at Bacardi branded events (the Bacardi B-Live program is already running in 25 countries) and Bacardi commissions tracks for use in its marketing.