For Its First Push Into IGTV, Bacardi Is Helping Fans Create a Music Video in Real Time

The brand teamed up with DJ A-Trak and Les Twins

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We wanted hoverboards. Instead, we got music videos directed in real time by fans of Bacardi through Instagram. OK, fine.

Instagram recently rolled out IGTV, a platform for uploading and watching long-form vertical content, accessible via Instagram or a new standalone IGTV app. And, of course, brands want in.

Early to the game is Bacardi, which is teaming up with Grammy-nominated DJ A-Trak and Les Twins (winners of 2017’s World of Dance, and who have performed with Beyoncé, Missy, and Meghan Trainor, among others) to produce a music video that is directed by fans.

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