Major Lazer and Bacardi launch Pass the Beat campaignBy Owen Bellwood
As part of its ongoing collaboration with Major Lazer, Bacardi has debuted a new track by the electronic trio alongside the launch of its Pass the Beat campaign.
The new track, called Make it Hot, features Brazilian singer Anitta and is the latest collaboration between Major Lazer and Bacardi as part of the brand’s Do What Moves You campaign.
“Bacardi is a brand that has found a way to genuinely integrate itself into music culture, so when we were discussing how to launch this song in a big way, we knew exactly who to turn to,” said Diplo of Major Lazer.
“Whether it’s turning up at a music festival or travelling around the world to perform for our amazing fans, with Bacardi we are really able to get the party going with new music and great cocktails.”
Alongside the release of the new song, Bacardi has unveiled its Pass the Beat push, the latest creative in the brand’s Do What Moves You campaign. The Pass the Beat TV spot features Major Lazer and Anitta “passing energy from one to another” as they visually reenact the process through which artists inspire each other.
Ned Duggan, senior vice president of Bacardi, said: “Do What Moves You is at the core of everything we do at Bacardi, from the partners we collaborate with to the music festivals we show up at.
“We’ve worked closely with Major Lazer these past few years to define the unique Sound of Rum – something that inspires you to get out of your seat and celebrate.
“Make It Hot is the epitome of the Sound of Rum and we’re thrilled with how the campaign all came together – it’s the perfect combination of music, cocktails and good vibes.”
In addition to the new summer creative, Major Lazer and Anitta unveiled the official music video for Make it Hot this week.
Created by director Jovan Todorović, the music video and TV spot were filmed in Costa Rica, inspired by Bacardi’s Latin Caribbean island roots.
Anitta added: “I’ve worked with Major Lazer in the past, so coming together to create Make It Hot felt like reuniting with family.”