Joy Crookes and BACARDÍ® Unite Generations on the Dance Floor
The rum brand BACARDÍ® launches its latest campaign, Move With The Greats, aiming to inspire Generation Z to dance with encouragement from their elders.
Reviving Dance Culture
Once, clubbing meant fully engaging on the dance floor—not just nodding to techno beats or glued to phones. From 18th-century masquerade balls and 1920s speakeasies to Bronx block parties, Studio 54, and the rise of electronic music, new music styles always brought new dance movements. Unlike many club scenes in 2025, often static with cameras focused on DJs, true nightlife is built around dancing.
Challenges for Gen Z Dancers
Recent studies show a decline in dancing among young people:
- 73% of Gen Z are self-conscious about how they appear while dancing.
- 53% worry about being watched by others on the dance floor.
In short, today’s youth have largely stopped dancing.
BACARDÍ®, Joy Crookes, and Natty Bo Fight the Trend
BACARDÍ®, with its 160-year legacy deeply linked to dance culture, is teaming up with artists Joy Crookes and Natty Bo to bridge generations and bring dancing back.
“We gon' sip BACARDÍ like it's your birthday.” – 50 Cent
“The Jump Off” – Lil Kim
These iconic references highlight BACARDÍ®’s enduring presence in popular music and dance culture.
Author’s Summary
BACARDÍ® and musicians Joy Crookes and Natty Bo aim to reconnect generations through dance, overcoming the social anxieties that have caused Gen Z to dance less.