Major Lazer Teams With Bacardi for ‘The Sound of Rum’

Major Lazer Teams With Bacardi for ‘The Sound of Rum’

Sound of Rum Sound of Rum

Major Lazer, Diplo and Walshy Fire have new gigs as Bacardí’s “Minister of Rum,” with responsibilities that include music initiatives and “throwing cool parties around the world,” the producer and DJ told Variety Magazine, in a recent interview.  A series of summer concerts that reinforce “The Sound of Rum” and Major Lazer’s own custom blend of spirits in a collectible bottle are the hallmarks of the campaign. 

“Every brand wants to have a place in music,” says Liz Walaszczyk, global head of music at Bacardi. “The Sound of Rum is Bacardí with a beat.” Or Major Lazer with a flavor. The group traveled to the company’s  distillery in Puerto Rico, and worked with maestro de rum Manny Oliver to create Bacardí Major Lazer Limited Edition Rum, available in the U.S. for $19.99 in mid-June and in select international markets in September.

The Lazer trio “went into the lab and did two or three different mixtures, and then taste tests,” Jillionaire explains. The result is described by Bacardí as “a blend of light and heavy dark rums, aged two to three years, and featuring notes of tropical fruit, cedar almonds and vanilla” and summarized by Jillionaire as “pretty delicious.”

Jillionaire, whose real name is Christopher Leacock hails from Trinidad. Walsh is from Jamaica, and Diplo from Florida, all three drenched in tropical culture. Jilli  considers rum as much a part of his heritage as the Caribbean soca and dancehall beats that influence Major Lazer’s music. “Growing up in the islands, I worked in bars for many years learning how to master the perfect rum cocktail. It’s a big part of the culture, and something I’m passionate about,” he says.

 

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| November, 29th, -0001

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