Last Thursday, BACARDÍ x The Dean Collection launched the No Commission project in London. Having already brought the art fair to Miami and New York, this marked the first steps into international territory. The project brought together the many disparate strands of contemporary visual art with established and up and coming artists. in a triumphant display of creativity. The aim behind the project, of course, is to showcase the work of a wide-range of global artists while giving them a platform to sell their work and keep 100% of the money—hence, No Commission.
"We are always looking to bring our brand story to life in visceral ways," explained Head of Creative Excellence at BACARDÍ, Zara Mirza. "BACARDÍ is really about being the best bit in people's lives—going out with friends, the social aspect of people's lives—and with that we find we bump into adjacent areas of culture—music and art being two that not only our audience engage with naturally, but that are true to our brand history."
Last Thursday, BACARDÍ x The Dean Collection launched the No Commission project in London. Having already brought the art fair to Miami and New York, this marked the first steps into international territory. The project brought together the many disparate strands of contemporary visual art with established and up and coming artists. in a triumphant display of creativity. The aim behind the project, of course, is to showcase the work of a wide-range of global artists while giving them a platform to sell their work and keep 100% of the money—hence, No Commission.
"We are always looking to bring our brand story to life in visceral ways," explained Head of Creative Excellence at BACARDÍ, Zara Mirza. "BACARDÍ is really about being the best bit in people's lives—going out with friends, the social aspect of people's lives—and with that we find we bump into adjacent areas of culture—music and art being two that not only our audience engage with naturally, but that are true to our brand history."
It's commonplace now for brands to link themselves with art and music, but the No Commission project is a little different. For starters, BACARDÍ's history of supporting the arts in all their forms is almost as old as BACARDÍ itself. From jazz parties in Prohibition era Cuba, right through to the eye-popping immersive Haunted House installation over Halloween weekend created with digital artist Kenzo Digital, and then bringing Major Lazer to Jamaica earlier this year—BACARDÍ has been intrinsically linked to art and music from the outset.
"Since the 1930s, the Bacardi family have had a keen interest in art and music," Zara continued. "Commissioning work from Brazilian artist Francisco Brennand to Cuban artist Felix Ramos for some of their buildings to hosting prohibition parties in Cuba. It's in our DNA.
"Whether it's the arts or the environment, I believe that brands should do good and have a higher purpose. The arts—be it visual, musical or theatrical—is particularly interesting because they don't seem to be getting the same support and investment as they may have had in the past. In many cases, their fan base is getting older. They need to attract the next generation of art collectors and fans.
"There is a real opportunity for brands to engage and help, but with more than just a logo. BACARDÍ X The Dean Collection's No Commission platform is for the artist, by the artist and for the people. The exhibition space is free, artists keep 100% of the sale from their artwork and admission is free for the public. The injection of immersive, music performances shake up the traditional art fair, creating a unique, cultural experience for visitors."
Each leg of the No Commission journey has brought with it an impressive roll call of musicians from the worlds of hip-hop, R&B, soul and beyond. The first No Commission at Art Basel in Miami featured Wiz Khalifa, Alicia Keys, Pusha T, A-Trak, DMX and more. Then, when BACARDÍ x The Dean Collection touched down in the Bronx, New York, A$AP Rocky, Young Thug and Q-Tip were among the high-profile stars to kick off the second leg of the ground-breaking art fair.
"We want to take No Commission from a domestic initiative and turn it into a global movement," said Zara. "It's about providing artists with a platform so they can be free to create and making art more inclusive to a new generation. We're shaking up the traditional art fair, creating a unique, cultural experience for visitors."
Image via Dave Benett/Getty Images for Getty
The launch in Miami at Art Basel was BACARDÍ X The Dean Collection's No Commission first iteration. "Miami was the beginning of it all. This time last year we launched No Commission during Art Basel." Mirza continued. Since this was Art Basel, BACARDÍ went a bit harder on proceedings. The art far held during the day was the chance to enjoy and maybe even buy some of the works on show. Then, during the evening, they threw a massive house party on each of the three evenings. As ever, the list of musical guests they brought through was impressive, but BACARDÍ went even further with this one, stirring conversation and controversy with some unusual decisions. "Over three days, we hosted an art fair by day and a house party by night. We also chose to set up in Wynwood, which was unusual for Art Basel at the time. The whole thing was controversial. Giving artists their space for free, giving them 100% of the profits, making it free to visitors. We sold $1 million worth of art that weekend which went straight into artist pockets. It was also the first time we brought the world of art and music together, hosting round table discussions about their hustle and how both visual and music artists started their careers."
Next up was the Bronx, New York—Swizz Beatz's home ground. A$AP Rocky, Young Thug and Q-Tip stepped in this time with to perform under the baking South Bronx sun. "No Commission: The Bronx was a celebration of the anniversary of graffiti and hip-hop," Mirza explained. "It was a three-day event, in 30 degree temperatures, with food trucks, ferris wheels and a crazy music line-up. There were surprises every night! We took an old, unused piano factory and brought it up to code, putting in power, toilets, air conditioning. It was an absolutely epic endeavour. We brought the house down every night hosting 1200 people every day. I think 90% of our visual artists sold art work that weekend."
Looking forward, there are plans to take No Commission as far and wide as possible. "Anywhere we can land a plane," were Swizz' exact words.
"No Commission is a global platform and it's getting a lot of attention as a unique and inclusive art and music experience," Zara added. "We're committed to it for the long term and are already considering other cities in Europe and introducing the concept in Asia. As Swizz would say, "if you free the artist, you free the world"!
"We just completed a collaboration with Kenzo Digital in New York City. He created the most epic, immersive Haunted House experience over Halloween weekend. And we're already plotting our next No Commission event! No rest for the wicked."
For more info on the BACARDÍ x The Dean Collection No Commission head to here. Visitors must be 18 years of age or older.
Image via Dave Benett/Getty Images for Getty
