Some music is indistinguishable, inseparable, from alcohol. They can be tenderly wedded, mischievously partnered, seductively drawn, to each other. Classical options suggest whisky and jazz; lager and leather-coated guitar rock; vodka and disco. Perhaps a less heralded, but just as momentous, relationship exists between Caribbean music and rum.

In a new 4-part documentary series from Bacardi, this natural rapport is chronicled from its origin in Caribbean indigenous sounds, all the way to its current status as the most popular aesthetic in the US and European charts. The first episode charters the shift from Barbados to Notting Hill, exploring the roots and spirit of the latter’s titular Carnival.

This is a fascinating, entertaining, subtly thought-provoking history of a culture and sound that’s becoming increasingly influential in pop music. Artists involved with the project include Major Lazer, Sean Paul, Chase & Status, Giggs, and Popcaan. Check out the first episode of #SoundOfRum, The Spirit Of Carnival, below.