Major Lazer to partner with Bacardi
Alcohol companies have become some of the most ardent sponsors of the commercial dance music industry. Brands like Absolut and Smirnoff have become prolific patrons of this burgeoning facet of youth party culture.
Bacardi will be the latest in this tradition to carve out an enormous sponsorship deal with iconic EDM talents, locking down 2017 contracts with Diplo, Walshy Fire, and Jillionaire – the three minds behind the ever-popular Major Lazer. Focusing on each artist individually as well as an outfit, the partnership extends across multiple channels, from sponsored parties to custom, limited-edition rum that the group helped create.
Both parties involved, Bacardi and Major Lazer, are expected to benefit greatly from this deal. The DJ trio will wield their popularity in promoting the rum’s consumption, while Diplo stated that they’ll be able to use Bacardi’s Sound of Rum program to help “foster both existing and developing talent” from one of their favorite regions musically, the Caribbean.