Bacardi Rum and Grammy Award-winning producer Boi-1da are launching a gender-neutral clothing line that will help promote up and coming artists.

Bacardi Rum and Grammy Award-winning producer Boi-1da are launching a gender-neutral clothing line that will help promote up and coming artists. Bacardi and Boi-1da are tapping clothing brand Nahmias for a streetwear collection that intends to reach Gen Z and Millennials, since they’re inherently the tech-savvy generations, through the use of pandemic-popularized QR codes. The codes are integrated into the clothing pieces that will connect scanners with new musicians and the collab is aiming to attract young consumers through what they are most interested in: music. The collection goes along with Bacardi’s Music Liberates Music program, which highlights “underrepresented voices in the music industry.” Whenever someone scans the wearer’s clothing, “the wearer will earn live music rewards, including the ability to redeem concert tickets.” YPulse reported how more brands are using music to reach young consumers and our research shows that the ways young people are discovering music is changing. (Marketing Dive)