January 2017: Diplo, Jillionaire and Walshy Fire, aka the American electronic trio Major Lazer are utilising their Caribbean heritage to create ‘The Sound of Rum’ in Puerto Rico.
Major Lazer and rum brand BACARDI have inked a one-year, experiential collaboration that could yield anything from multimedia activations and events to creating new sounds.
The Sound of Rum is the creative concept behind the partnership. It began as a way to connect the brand’s Carribean roots to modern music. But it’s become more than music. It’s a cultural and creative movement that only a band like Major Lazer can help create.
Major Lazer’s history is steeped in musical amalgamation: blending reggae with dancehall, reggaeton and house and collaborating with musical powerhouses such as Pharrell Williams and Snoop Dogg. They also brought M.I.A. to the forefront and have since linked up with everybody from Vybz Kartel and Busy Signal to Justin Bieber and No Doubt.
Major Lazer’s forthcoming single “Run Up”, encapsulates the Sound of Rum and is slated to drop in early 2017, to be followed by a series of unique music experiences throughout the year (dates to be announced). The crew are also working on a short documentary which follows both back to their island roots surrounding the creation of a limited-edition rum, overseen by DJ and producer Jillionaire, in a special role of Ambassador of Rum at BACARDÍ, that taps into his extensive rum background having grown up in and around the service industry in Trinidad.