2020 Grammys

Maluma Promises 'More Music & More Touring' in 2020 as He Kicks Off Next Leg of 11:11 World Tour: Exclusive

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Seth McGinnis/Laundry Service for Hennessy 

The Colombian superstar talks to Billboard about inking a deal with Hennessy during U.S. leg of his tour.

After two months on the road, Maluma officially wrapped up the successful U.S. leg of his 11:11 World Tour on Nov. 9 at Puerto Rico’s Coliseo in San Juan. The year has yet to finish but the Colombian singer is ready to kick off 2020 with the next leg of the tour overseas, with 23 already-confirmed dates including shows in Munich, Milan, Athens, Paris and Barcelona.

But he’s not alone in this journey. During his U.S tour, Maluma inked a deal with Cognac brand Hennessy with the mission of empowering others to “never stop, never settle” through an integrated partnership that’s rooted in shared themes of family, community and legacy. 

Named after his fourth studio album and produced by CMN, the 11:11 World Tour will run from Feb. 14 in Dubai to April 2 in London.

Billboard caught up with the “Felices los 4” singer to talk more about his partnership with Hennessy and what 2020 holds. Read the Q&A below.

How has the experience been teaming up with Hennessy for your 11:11 World Tour?

Teaming up with Hennessy, in general, for where I am in my career right now was perfect timing. I am honored to partner with a brand that represents that they are not settling and continuing to grow within new generations. We share the same vision and life model of not stopping and continuing to dream.

You just added new dates in Europe! How does it feel?

I’m excited to kick off 2020 with seeing my fans again in Europe. For me, any opportunity to see and connect with my fans is everything. I love to connect with each city or country we visit culturally.

What inspires you to “never stop and never settle”? 

My family, friends, team and fans inspire me to never stop and never settle. I encourage those to dream and never settle, and continue to put in the work. Dreaming inspires others and that’s what I want to share with the world: my dreams for my career to inspire others so they never settle.

In honor of your new spot with Hennessy, how does family play a role in your musical career?

Family is my life and their love encourages me to keep going and to dream bigger. While I am on the road, I always make sure to have them on the road with me as they balance me.

Tell us about the 11:11 cocktail and Maluma limited-edition sunglasses; those are nice holiday gifts for your fans.

Both the 11:11 cocktail and sunglasses are a piece of who I am. I love a nice cocktail to relax after a show or the studio, and having a nice moment with a friend or loved one. Eyewear is part of my signature look onstage and off. With Hennessy, I wanted to give my fans a part of me, where they can immerse themselves into a lifestyle that brings a piece of me into their moment.

Besides the tour, what else can we expect from you in 2020?

Man…. 2019 was such an amazing year that I am truly looking forward to 2020. The ride that my fans and I are going to take in 2020 is going to be a good one with the new movie, more fashion and focusing on a lot of charitable initiatives. And, of course, more touring and music. Here we come!


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