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Smirnoff signs deal to celebrate dance music

Smirnoff Vodka has teamed up with Mixmag Media to create The Lab – a platform to promote DJ talent from around the world in an “inclusive and intimate” way.

Smirnoff vodka has partnered with Mixmag to promote dance music

The initiative builds on the Smirnoff Sound Collective, which was launched by the vodka brand last year to bring music fans and artists closer together and support up-and-coming musical talent.

The Lab will be streamed on a weekly basis from Mixmag Media’s offices in London, Los Angeles and Brooklyn, New York.

“Together with Mixmag, we will put our Smirnoff Sound Collective artists and fans at the heart of this collaboration,” said Matt Bruhn, global brand director, Smirnoff.

“We want to grow the exposure of the artists in our collective and break down the barriers to bring new artists, music and content to fans all over the world.

“Smirnoff wants to invest in and support the talent of tomorrow by building long-term partnerships with authentic and credible partners like Mixmag. Our shared belief that music is the ultimate tool for brining people together makes this a very exciting collaboration.”

The Lab already has more than five million viewers each month, according to Jerry Perkins, Mixmag Media CEO.

“Mixmag has never been about roped-off VIP areas in clubs, always preferring to be down the front with its hands in the air,” added Perkins.

“The partnership with Smirnoff will help share The Lab and this message across the world, all made possible because the brands are so well aligned.

“When the right marketing team and the right media combine at the right time, co-creating content can be an exciting and powerful force for good in our industry.”

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