Major Lazer Partners With Bacardi on 'Sound of Rum' Initiative

Major Lazer attend the 2016 American Music Awards at Microsoft Theater on Nov. 20, 2016 in Los Angeles.
Kevin Mazur/AMA2016/WireImage

Major Lazer attend the 2016 American Music Awards at Microsoft Theater on Nov. 20, 2016 in Los Angeles. 

What is the “Sound of Rum?” Well, it's got to be party music. It's got to be infused with the spirit of the Caribbean, and it's probably a blur of a few things, because after you drink a lot of rum, things tend to get blurry.

Hey! That sounds like the sound of Major Lazer, right? Bacardi thought so, which is why the Cuban-bred rum company tapped Diplo, Walshy Fire, and Jillionaire to be the face of its “Sound of Rum” musical initiative in 2017.

“This year for us is all about getting creative,” Diplo is quoted in a press release. “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. BACARDÍ 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.”

The “Sound of Rum” is Major Lazer's first such creative partnership with a global brand and will blossom in the form of multimedia events and experiences, tracks, and a limited-edition batch of Bacardi Rum. If we had to guess, we'd say Major Lazer tasted like booty sweat and dank weed, but we imagine whatever Bacardi comes up with will taste a lot better than that. Bacardi sees the “Sound of Rum” as a mix of reggae, dancehall, soca, hip-hop and electronic music, so, yeah. Major Lazer fits the bill.

“The way Bacardi celebrates music and culture matches how we celebrate music and culture,” Walshy Fire is quoted in a press release. “They totally feel us when we say we want to make the world smaller by making the party bigger.”

The first incarnation of “Summer of Rum” is Major Lazer's upcoming single “Run It,” which besides being a totally missed opportunity to name a song “Rum It” should be available to fan's ears in early 2017. Major Lazer is also working on a short documentary that follows the island roots of rum, a project overseen by Jillionaire, the official Ambassafor of Rum to 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,” Jillionaire is quoted in a press release. “The Sound of Rum is more than music – it’s a cultural movement and a way of life that is true to us all.”

Why is Bacardi getting into the music game so heavy? The company says its a long-held tradition going back all the way to its Cuban roots in the late 1800s, and honestly, who make rum and doesn't party?

“We are always exploring new models, but with all collaborations we look for partners who come from similar roots and have similar ambitions,” Zara Mirza, Head of Creative Excellence for Bacardi, is quoted in a press release. “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.”


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