Rum brand Bacardi is jumping on the ASMR bandwagon by mixing together sounds from cocktail preparation to create a new music video.
The spirit label teamed up with producer and rapper Swizz Beatz on the track to “shine a spotlight on local bartending talent.”
Bacardi has also released a music video to accompany the music. The sound of bottles clinking in a case of Bacardi rum launches the music track as the shot cuts to a bar, with customers dancing to the newly created beat.
There’s also “rhythmically chopped” tropical fruit, well-timed bottles being opened, and cameos from leading bartenders around the world including Lawrence Gregory, senior bartender at London’s Curtain Hotel, and Nicole Fas, one of the global finalists in Bacardi’s Legacy Global Cocktail Competition this year.
The track draws on the popularity of ASMR music, a genre that incorporates relaxing sounds that have garnered an enormous online following in recent years.
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