Artists have plenty of options when it comes to partnerships, a
reality strongly reaffirmed at Midem this year.  The reason?  Everyone
wants a piece of the energy that surrounds music, often through
relationships with established or promising artists.  That includes
big-name brands, a group that can enhance its demographic appeal and
sales by partnering with the right groups.

One of the leading examples is Bacardi, a brand that announced a partnership
with Groove Armada in March of last year.  The alliance followed a
breakup between the band and Jive, part of Sony Music Entertainment. 

The Bacardi alliance has now gravitated towards an EP release, according to
details shared Tuesday at Midem.  The EP, or "mini-album" as described
by Bacardi, is being released as part of the Bacardi B-Live music
initiative.  The Groove Armada deal traverses touring and recording
aspects. 

LINK (Via Digital Music News)