What Does Major Lazer Taste Like? Trio Teams Up With Bacardi for "Sound of Rum" Campaign
Major Lazer seeks to dethrone “coke” as the iconic partner to “rum” via its recent partnership with Bacardi, the “largest privately held, family-owned spirits company in the world.”
Renowned for its rum productions, the Barcadi label is welcoming Diplo, Walshy Fire, and Jillionaire as the newest members of its family, but on a more commercial level, as the faces of Bacardi’s 2017 “Sound of Rum” campaign. The project represents an exciting first for the reggae/moombahton group—Major Lazer has never coupled with a global brand before. But as Diplo resolves, 2017 is the year of opportunity for Major Lazer.
Quoted in a recent press release, Diplo states “This year for us is all about getting creative. We’re down with working with people who want to accelerate what we do musically, invest in our ideas, and create cultural moments and memories. Bacardi rum…is part of the island vibe that inspires our sound, so the partnership comes from a deeper, more meaningful place.”
The partnership is apt: rum is frequently and connotatively associated with the summer season, white beaches, and tropical music, a vibe emulated by Major Lazer’s feel good, island style sound. Major Lazer member, Jillionaire, elaborated on the concept behind “The Sound of Rum” campaign, an initiative that he described to be “a cultural movement,” a “way of life.” Jillionaire reiterated the trio’s enthusiasm to team up with Bacardi, a company Jillionaire identifies as one “doing fun and interesting things in music, arts, and culture.” Who knew a chart smashing EDM group could align so seamlessly with a spirits production company?
“The Sound of Rum” will enlist Major Lazer in the conceptualization of events, as well as a brand new, limited edition flavor of Bacardi Rum. Now that we all know what Major Lazer sounds like, it seems we’ll finally receive an opportunity to see just what Major Lazer tastes like, an occasion that calls for Major Lazer’s pumping bass and several shots.