Groove Armada Mixes it Up With Bacardi

Most of us know that a few pints of the Bishop's tipple can loosen the attitudes of the even staunchest, most stubborn people (if this were untrue I would never have gotten a date). For further proof one need only look at the recent development of Groove Armada's recording contract with--wait for it--Bacardi. Surprising, I know, but at least it isn't Starbucks. And while they may not exactly be champions of P2P file sharing, Groove Armada is loosening up and saying, "Oh, all right. If you must."

Thanks to the internet and the unrelenting thirst for free music many musicians have chosen to pursue unconventional avenues in order to get their songs to the masses. Granted, they're not giving music away like NIN and Radiohead, but Groove Armada is willing to give this whole "sharing" mumbo-jumbo a try.

The desire to create a tighter connection with fans played heavily into the file-sharing approach. On bacardi.com, fans are now encouraged to register, download and share songs from the EP. Both inside and outside the application, dubbed B-Live Share, fans can spread the songs to friends. As their music is spread to more and more people downstream, the sharing originator is rewarded with access to extra tracks on the EP.

Thanks, guys. We promise this won't be as painful as you think.

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