In a delightful – and possibly delicious – collaboration, music trio Major Lazer and rum manufacturer Bacardi will begin a year-long partnership to launch The Sound of Rum, which will focus on multimedia events and experiences, unique music offerings and the development of a batch of limited-edition Bacardi rum.
Dubbed “The Sound of Rum “, the recently announced project is tipped to be a “conversational movement of sound”, blurring the lines between afro-centric music like reggae, dancehall, soca and hip-hop, and moulding them with electronic music. Bacardi will create a unique island vibe with a modern kick, in keeping with the spirit and Caribbean origins of Major Lazer’s undeniable sound.
Major Lazer’s upcoming single, to be released early this year, will draw heavily from the collaboration, sound-wise. A series of one-off music events will also run throughout the year, as well as the release of a short documentary which follows the group back to their island roots. A limited edition rum is being developed by Jillionaire, who has considerable rum knowledge, having grown up in and around the service industry in Trinidad.
DJ and producer, Walshy Fire says of the collaboration, “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.”.
Head of Creative Excellence for Bacardi, Zara Mirza, recognises that this could be the future of music partnerships. “We are always exploring new models, but with all collaborations we look for partners who come from similar roots and have similar ambitions,” she said. “Perhaps more importantly, Major Lazer saw that we are approaching things differently – searching for creative accomplices”.
DJ and producer Diplo is keen to get creative during this partnership. “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”.
“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”.
For more information on the partnership head to Bacardi’s website HERE.