Over 100,000 songs are uploaded to music streaming platforms every day. Algorithms decide what gets heard—favoring big names and leaving new talent in the shadows.  

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Bacardi's Music Liberates Music is an annual initiative designed to change that. In 2025, we challenged the algorithm—the gatekeeper of modern music discovery through Famelists: carefully selected and curated playlists that paired rising artists with hit tracks. In doing so, we boosted streams and activated Spotify's discovery algorithm. We produced four awesome tracks by emerging artists, and once they hit a key threshold, it landed on Discover Weekly, gaining organic exposure. We flipped the script, used the algorithm to elevate fresh voices and rewrite the rules of music discovery for emerging artists. What's more, Bacardi released an album of their own.