BACARDÍ — the world’s most awarded rum — has teamed up with BRIT-nominated singer-songwriter Joy Crookes to spark a new movement in London: encouraging people to reclaim their rhythm and dance with the same carefree energy as the generations before them.
Launching a one-of-a-kind event at Jumbi in Peckham, the duo united dancers of all ages on a single dancefloor, celebrating self-expression, freedom and the joy of movement. The night echoed the spirit of the “Greats” — those now in their 60s, 70s and 80s who grew up dancing like nobody was watching.
Why Young People Aren’t Dancing Like They Used To
In recent years, global DJs, artists and nightlife communities have been urging young people to live in the moment again. But new research behind the BACARDÍ campaign reveals a surprising shift:
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73% of Gen Z say they’re self-conscious about their dance moves.
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53% worry about people watching them dance.
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51% believe dancing for social media has replaced letting loose IRL.
Meanwhile, older generations are trending across TikTok and Instagram. Hashtags like #80sdancechallenge, #NanTok and #OldSkoolvsNewSkool are pulling millions of views, as content creators recreate classic moves or showcase the bold confidence of their parents and grandparents.
According to the study, 69% of young people say they’re most inspired to dance freely when watching someone from a different generation — proving the “Greats” still set the standard.
Joy Crookes & Natty Bo: A Celebration of South London Rhythm
Natty Bo added:
“This movement is about passing on that spirit — showing the next generation that the best dancing happens when you let the music take over.”
To bring the campaign to life, Joy Crookes stars in a new short film alongside South London legend Natty Bo, her longtime friend and hand-picked “Great.” Filmed in the neighbourhood where their friendship first blossomed, the film captures their reflections on music, movement and the power of expressing yourself without inhibition.
Joy explained:
“BACARDÍ and Coca-Cola has been my go-to drink for as long as I can remember, both at home and on my favourite South London dancefloors. Some of my happiest memories are in fact on the dancefloor… 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.”
BACARDÍ: A Legacy of Movement
Since 1862, BACARDÍ has championed doing what moves you — from dancing without judgement to connecting with people openly and authentically. Their partnership with Crookes continues that legacy, inspiring a new generation to rediscover the uninhibited joy of the dancefloor.
Tjalling Simoons, Regional Brand Director of BACARDÍ Rum Europe, said:
“Joy Crookes truly embodies the BACARDÍ spirit… Together we’re celebrating the freedom and connection that only the dancefloor can bring.”
