Bacardi marks musical roots with Major LazerBy Annie Hayes
Bacardi has joined forces with music trio Major Lazer to launch ‘The Sound of Rum’ – a creative partnership that aims to bring fans of reggae, dancehall, soca, hip-hop and electronic music together.
The year-long collaboration is “more than traditional sonic branding”; featuring multimedia events and experiences, music offerings and the development of a limited edition batch of Bacardi rum.
‘The Sound of Rum’ concept aims to celebrate a global sound that “pays homage to a distinct island vibe with a modern kick” – in line with Bacardi’s Cuban origins and the Caribbean inspiration behind Major Lazer.
“This year for us is all about getting creative,” said DJ and producer Diplo. “We’re down with working with people who want to accelerate what we want to do musically, invest in our ideas, and create cultural moments and memories. Bacardi rum has been in the studios with us for ages and is part of the island vibe that inspires our sound, so the partnership comes from a deeper, more meaningful place.”
Major Lazer’s forthcoming single ‘Run Up’ is slated to drop in early 2017, supported by a series of music experiences throughout the year.
DJ and producer, Walshy Fire, added: “The way Bacardi celebrates music and culture matches how we celebrate music and culture. They totally feel us when we say we want to make the world smaller by making the party bigger.”
The trio are also working on a short documentary overseen by third Major Lazer member, DJ and producer Jillionaire, who will act as ambassador of rum at Bacardi.
“We are most inspired by people that are doing fun and interesting things in music, arts and culture, and Bacardi shares those similar attributes,” said Jillionaire.
“‘The Sound of Rum’ is more than music – it’s a cultural movement and a way of life that is true to us all.”
“We are always exploring new models, but with all collaborations we look for partners who come from similar roots and have similar ambitions,” said Zara Mirza, head of creative excellence for Bacardi.
“Perhaps more importantly, Major Lazer saw that we are approaching things differently – searching for creative accomplices – that in this case has resulted in ‘The Sound of Rum’. I think this could be the future of music partnerships.”
View ‘The Sound Of Rum’ web video below.