Major Lazer embarked on a unique partnership with BACARDÍ at the start of 2017, when they announced the innovative “Sound of Rum” concept - a conversational movement of sound that blurs lines between reggae, dancehall, soca, hip-hop and electronic music to bring fans of different genres together. As a platform, The Sound of Rum is a unique intersection of music and rum, where the two blend to bring people together, remove barriers, spark creativity and ignite the world through celebration.
From this creative, experiential collaboration, fans can expect multimedia activations and experiences, new sounds and a unique expression of rum over the course of the year, with this coming summer a particularly busy and exciting time for the trio.
Earlier this year, BACARDÍ set out on a search for someone to fill the role of the ‘Minister of Rum’ – a rum aficionado with a genuine passion for the spirit, its roots and craftsmanship, to help revolutionize the rum category.
Through the “Sound of Rum” collaboration with Major Lazer, BACARDÍ learned that Jillionaire was the perfect fit to fill the new roll. As a true rum enthusiast, Jillionaire will be working closely with BACARDÍ in the coming months on some exciting projects.