Bacardi has partnered with British singer-songwriter Joy Crookes for an event aimed at inspiring Gen Z to return to the dance floor. Blending music, culture, and creativity, the collaboration celebrates self-expression, community, and the joy of movement, reaffirming Bacardi’s legacy of uniting people through rhythm and shared experiences.
Rum giant Bacardi has teamed up with acclaimed British singer-songwriter Joy Crookes for a new creative collaboration aimed at rekindling the magic of the dance floor for a new generation. The partnership is part of Bacardi’s ongoing effort to celebrate self-expression, culture, and community through music.
In an era when nightlife and live events are evolving post-pandemic, Bacardi’s initiative taps into a powerful idea — that dancing is not just entertainment, but an act of freedom, joy, and identity. The collaboration with Crookes, known for her soulful voice and genre-bending artistry, seeks to reignite Gen Z’s connection with music and movement.
The event, designed as an immersive cultural experience, brings together sound, rhythm, and storytelling in true Bacardi style. With music at its heart, it blends live performance, visual art, and the brand’s signature Caribbean energy to create a space where young people can reconnect, dance, and express themselves without inhibition.
Joy Crookes, who has built a reputation for her empowering lyrics and unique blend of R&B, jazz, and pop influences, said the collaboration reflects her own values of authenticity and togetherness. “Music and dance have always been about community,” she said. “Partnering with Bacardi feels natural because we both believe in celebrating individuality and connection.”
For Bacardi, the event continues its long-standing tradition of uniting people through rhythm and creativity. Over the years, the brand has championed global music movements — from street dance to festival stages — positioning itself as a cultural catalyst rather than just a beverage label.
The campaign’s message, insiders say, is simple but powerful: the dance floor is back, and it belongs to everyone. Bacardi hopes to inspire Gen Z audiences to rediscover the joy of real-world gatherings — spaces that go beyond screens and social feeds to celebrate shared moments of energy and emotion.
This partnership also aligns with Bacardi’s growing emphasis on supporting artists and local communities, offering creative platforms where music and self-expression meet. By joining forces with Joy Crookes — a voice of her generation known for blending heritage, style, and modern storytelling — Bacardi is bridging global culture with youthful spirit.
With its rhythmic pulse, vibrant imagery, and inclusive message, the Bacardi x Joy Crookes collaboration captures the essence of today’s cultural landscape: a fusion of freedom, music, and movement — an invitation for Gen Z to return to the dance floor, not just to dance, but to feel alive again.
