Mumbai: Liquor brand Bacardi is joining forces with Sydus to make mobile music readily available to Thailand subscribers with the launch of B-Live Radio. Bacardi, Sydus, AIS, Universal Music Group, Platinum and Small Room have teamed up to provide the first-ever free streaming music service through B-Live Radio for all music lovers, claims the company.

According to Synovate, 84 per cent of Asian youth like music and 61 per cent of youth have stated that they are listening to more digital music. 68 per cent of Asian youth hopes the industry can get them access to music. Clearly, trends are pointing towards music becoming digital and music being an emotional connector. Bacardi aims to capitalise on the digital music trend by being at the forefront of providing good quality music for music lovers through the B-Live Thailand platform.

With B Live, international and local music from Universal Music Group, Platinum and Small Room will be made available to all B-Live Radio users. BLIVE Radio will stream music content all day through the Internet, and via Sydus` Player solution, directly onto PCs and GPRS-compatible mobile handsets in Thailand. This service will be free for AIS subscribers, pending the end of commercial testing, who download and access the application from their mobile handsets.

Says Bacardi Thailand`s managing director Johnny Lai, "Music is the key element we use to reach to our target consumers. With technology from Sydus , we could provide more choices and excitements to their lifestyle. Selective music is one thing to make sure we are offering the best choice and real excitement to our consumers. We fully support all copyright music of both Thai and International level. And we also support the new talents who produce their own tunes but have no way to show-off their good quality music. They can just send us their music , we select and put on the B-Live radio station."

With the launch `Bacardi B-Live Radio` and `Bacardi B-Live Culture One Bangkok International Dance Music Festiva`l, the company aims at offering a master brandexperience, which clearly reflects a bid to strengthen `Bacardi B-Live` experiental music property in Thailand, says a release.