Joy Crookes and BACARDÍ team up to get Gen Z dancing again

BACARDÍ and Joy Crookes are calling time on self-conscious shuffling. A new campaign and one-off South London event at Jumbi, Peckham, aims to get Gen Z to reclaim their rhythm and move like the ‘Greats’, those who grew up dancing like nobody was watching.

New research has shown that 73% of Gen Z are conscious of what others think of their moves, and 53% admit that they’re worried about other people watching them dance. To flip that script, BACARDÍ, Joy Crookes, and Natty Bo are hosting a night where every guest’s plus one is a 'Great' - a grandparent, aunt, or older family member who grew up dancing without fear.

At the club night, they’ll deliver exclusive live sets, duets, and DJ performances, celebrating rhythm, energy, and intergenerational musical connection.  

Watch the accompanying short film with Joy Crookes and Natty Bo - an exclusive glimpse into the people and moments that inspire Joy’s own freedom of expression - below. Or head straight to RSVP - HERE

The idea is simple: one dancefloor, all generations, no inhibitions. Backed by BACARDÍ’s legacy of celebrating movement and connection, the event features exclusive live performances, duets, and DJ sets, plus a nod to another timeless pairing — BACARDÍ & Coca-Cola behind the bar.

On the night, Joy Crookes said: “Some of my happiest memories are in fact on the dancefloor. There’s something about music that brings people together and reminds you who you are.

"Teaming up with Natty Bo on this has been so special. He’s someone I’ve always looked up to, and he’s taught me a lot about confidence and joy through music. I hope we can pass a bit of that energy on to everyone who comes down to the event.”

Natty Bo commented: “I’ve spent my life playing rhythms that make people move on the dancefloor without thinking and just feeling. This event and this movement are about passing that spirit on, showing the next generation that the best dancing happens when you let the music take over. It’s simple, just follow my mantra and do your own thing.”

Tjalling Simoons, Regional Brand Director of BACARDÍ Rum Europe, also added: “We’re thrilled to partner with Joy Crookes - an artist who truly embodies the BACARDÍ spirit of doing what moves you. Her energy, individuality and love of music capture everything we stand for, and together we’re celebrating the freedom and connection that only the dancefloor can bring.”

With 69% of young people feeling inspired to move more freely by someone older, and trends like #80sdancechallenge, #NanTok and #OldSkoolvsNewSkool driving millions of views, the campaign taps into a growing love for intergenerational connection, reminding everyone what the dancefloor’s really about: rhythm, freedom, and maybe a bit of rum-fuelled excess. 

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