The rum manufacturer Bacardi will launch the station around the world early next month and is stipulating that it will only allow those old enough to drink to log on. Each listener will have to provide a date of birth and their country of residence.
The service called B-Live, aims to strengthen Bacardi’s relationship with music to a new multimedia generation.
B-Live will be a 24-hour online music station and will eventually provide listeners with the opportunity to ‘supply content.’ According to John Burke, the global brand director at Bacardi, the company was the first in its sector to launch the service. He said the firm was in discussion with 3G mobile companies to develop partnerships, which ï¾ probably would involve video content.
Frank Amaral, the head of the Bacardi company in The Bahamas said B-live is a part of many new initiatives in Bacardi’s new international marketing campaign.
The company, which recently changed its affiliation from Burns House to Bristol Sellers, has ventured into a number of new endeavours and are looking to expand. The online service can be accessed at bacardibliveradio.com and for mobile handset listeners, at wap.bliveradio.com
By VIRAJ PERPALL Guardian Staff Reporter
