With less than 48 hours until the official first day of summer, BACARDÍ rum, global superstars Major Lazer and Brazilian pop sensation Anitta announced today the debut of “Make It Hot,” a brand new song to kick off the rum brand’s summer campaign, “Pass the Beat.” The worldwide debut of the song follows an epic shoot last month that brought together the music heavyweights in Costa Rica.
The Spanish-language song, debuting today on all music platforms, mixes in Anitta’s sultry vocals with Major Lazer’s colourful, dancehall-inspired beats. “Make It Hot” is the latest evolution of BACARDÍ’s partnership with Major Lazer (Diplo and Walshy Fire) – now in its third year. In “Pass the Beat”, the new brand campaign, Anitta and Major Lazer visually reenact the process through which artists inspire other artists, passing on their energy and creativity from one to another. The new song is the perfect embodiment of the brand’s overarching “Do What Moves You” campaign, which pays homage to the contagious energy you feel when you blend great music, vibes from the crowd and BACARDÍ rum.
“BACARDÍ is a brand that has found a way to genuinely integrate itself into music culture, so when we were discussing how to launch this song in a big way, we knew exactly who to turn to,” said Diplo of Major Lazer. “Whether it’s turning up at a music festival or traveling around the world to perform for our amazing fans, with BACARDÍ we are really able to get the party going with new music and great cocktails.”
“I’ve worked with Major Lazer in the past, so coming together to create ‘Make It Hot’ felt like reuniting with family,” said Anitta. “Pair that with a delicious BACARDÍ cocktail or two, we were destined to create something completely special and memorable. We can’t wait for you to see it!”
Blurring the lines between reggae, dancehall, hip-hop and electronic music, BACARDÍ has long been bringing together music fans across different genres to experience a new type of party, and this summer is no different. The “Pass the Beat” campaign and brand’s presence at national music festivals, mark a season full of refreshing cocktails and dynamic music for fans all summer long.
“‘Do What Moves You” is at the core of everything we do at BACARDÍ, from the partners we collaborate with to the music festivals we show up at. We’ve worked closely with Major Lazer these past few years to define the unique ‘Sound of Rum,’ – something that inspires you to get out of your seat and celebrate,” said Ned Duggan, Senior Vice President, BACARDÍ. “‘Make It Hot’ is the epitome of the ‘Sound of Rum’ and we’re thrilled with how the campaign all came together – it’s the perfect combination of music, cocktails and good vibes.”
Fans can stream “Make It Hot” from today on all streaming platforms, with the music video premiering on Wednesday 26th June.
For more information on BACARDÍ rum and cocktail recipes, visit www.BACARDI.com.