For the next iteration of BACARDÍ Rum's Music Liberates Music campaign, producer and songwriter Boi-1da has partnered with NAHMIAS to amplify the next generation of artists.

GRAMMY-winning songwriter and producer Boi-1da has made a name for himself collaborating with the industry’s best and biggest names. Think Kendrick Lamar, Drake, Cardi B, Eminem, Jay-Z, Lana Del Ray, A$AP Rocky, Nicki Minaj, Rihanna, Kanye…. A list packed with modern music’s elite, making up only a fraction of the artists he’s worked with over the years.
As a respected figure amongst his peers and fans alike, Boi-1da has used his influence to uplift the next generation of emerging artists too, teaming up with brands like BACARDÍ Rum to do so. He first partnered with the brand in 2020, alongside Leslie Grace and Meek Mill, to produce the first official remake of Miami Sound Machine’s 1980s classic “Conga”. Then came his involvement with BACARDÍ Rum’s Music Liberates Music initiative, through which he mentored a range of emerging female producers in 2021.
Now, he’s working with the program in its fourth iteration, which aims to revolutionise how fans discover and stream (and in turn, support) new music. Focused on amplifying underrepresented voices, BACARDÍ Rum and Boi-1da  have collaborated with high-end streetwear brand NAHMIAS on an innovative, tech-driven music distribution model. With QR codes integrated into each garment, their first-of-its-kind capsule collection connects fashion lovers to a pool of emerging artists and their music. As well as spotlighting these artists, those who wear and interact with the collection can also earn live music rewards when others scan the codes and listen to their music too – creating a network of organic and ever-growing discovery.

Pre-order the four-piece, gender-neutral capsule collection here, (100% net sales profits will also be used to directly benefit rising talent), and discover more about Boi-1da’s involvement below.

You have teamed up with BACARDÍ Rum once again on their Music Liberates Music campaign. What have you enjoyed most this time around?

What keeps it exciting to work with BACARDÍ Rum is their ability to be aware of what’s going on and be transparent. We can have conversations together and figure things out, what I think can be done. I like the fact that they’re very open and they’re very flexible to build on what we’re trying to accomplish. They are very open and collaborative. It’s very easy to communicate, and they’re just cool. And, you know, I personally love BACARDÍ Rum. It’s just a great, dope brand.

You played an integral role in the campaign, sourcing the featured artists and working with each one to co-produce brand new tracks for them. How did you go about finding the artists? What drew you to them?

We found the artists from just listening and figuring out what sounds sound the most unique and fit with what we’re doing. We just sat together, all listened to it and chose the right artists.

Why is it so important that brands play their part in championing underrepresented voices in the music industry?

It is very important for brands like BACARDÍ Rum to champion emerging artists because it gives them an extra outlet to be heard. There’s so many dope artists that I don’t feel are getting the help, or getting the exposure. It’s just really appreciated that BACARDÍ Rum is helping do that, because I feel like I’ve been trying to do that my entire career: uplift the new and emerging artists.

With such a successful career as a songwriter and producer, what advice can you share with budding creatives hoping to follow a similar path?

Advice I’d give to emerging artists is do something outside of the box and be yourself. Music that is authentic and heartfelt connects with people. If you’re in love with your craft, you’re gonna be heard. I would just say dive into yourself and be a part of that, and people will love your music.

As a Canadian artist, do you feel as though there’s good support for emerging talent coming out of Canada?

I feel like Toronto is definitely represented very well. But then again, we can always be doing more. We have some of the biggest artists in the world. We have the biggest artist in the world. It’s doing well, but there’s so much more talent – more talented producers, more talented artists, writers, fashion brands, everything. There’s so much out there. It’s really an untapped goldmine. But [with the help of] people like myself, brands like BACARDÍ Rum, and other people that are open to exploring, it’ll eventually get that way.

What made you collaborate specifically with this designer this year? How did that come about?

I specifically collaborated with this designer, who is Doni Nahmias, the founder and owner of NAHMIAS. He is actually a great friend of mine. I met him a couple years ago through some friends and just always liked his style. When I saw his brand, he showed me some of his pieces and I was instantly in love because it’s just like the way I dress. It’s very simple, but it’s very stylish and stands out at the same time.

It’s interesting to hear that it came about because you knew him – it’s not forced.

Yeah, of course, it’s not forced at all. It just so happens they had his name on a list of people. I’ve seen his name, he is a friend of mine and is always getting it right, so it only made sense.

What is the biggest thing you’ve learned in your career as a songwriter and producer? 

My career is still early, and I feel like I have much more to learn. But I will say one of the one of the biggest things I’ve learned, which helps me stay afloat and relevant, is just being able to read the room. And not doing too much! I feel like that’ll give you longevity. Like I said about the brand (NAHMIAS) before – it ain’t doing too much, but it’s doing a lot. Which is perfect. That’s why it fits for me, because I feel like I’m the same way.

What do you hope to achieve in the future?

I’ve done a lot in my career, but I feel like I haven’t even scratched the surface. I’m still coming up with different ideas and different concepts of what I could do. I’m, 13, 14 years deep in this game, but I really feel like I haven’t done the most major thing I’ll have ever done.

What do you think that could be?

What I’m working on right now  – I’m working on my own project. As a producer, and I’m also starting up a label. I’m going to have artists that I’ve signed who are going to be a part of that. I feel like that’s the next step of my career and the next chapter. I thought: ‘I’ve given everybody hit songs, top to bottom. Now it’s time for me to build my house’. You know? I’m working on a project for myself and it’s gonna have a lot of your favourite artists, favourite producers. A lot of collaborations that you wouldn’t expect. So that’s gonna be really dope. I know people are gonna enjoy!

Related Articles

Boi-1da & NAHMIAS Team Up for Bacardí Rum’s Latest Music Liberates Music Campaign

BACARDÍ Rum collaborates with Boi-1da and West-Coast brand NAHMIAS to launch a wearable album collection, designed to amplify emerging artists.