Major Lazer took some time out of their busy summer touring schedule — where they’ll be playing Glastonbury this evening and Way Out West in August — to discuss their latest EP, which was released earlier this month, with the help of Barcadi’s Sound of Rum initiative, for which they’re ambassadors.”The way Bacardí celebrates music and culture matches how we celebrate music and culture,” explains Major Lazer’s Walshy Fire on the initiative. “They totally feel us when we say we want to make the world smaller by making the party bigger.”
The trio have been hard at work creating new Major Lazer material over the winter months, and with the Sound of Rum party in Miami last month, with its rum and Caribbean food shacks there was no better place to drop two of the EP’s tracks for the very first time — ‘Front of the Line’ & ‘Know No Better.
“I think we just want to help bring rum back into the popular consciousness and give it some context.”
As part of the initiative, Major Lazer’s Jillionaire was given the rather cool title of Minister of Rum, which as far as titles go – is pretty damn cool one. Speaking about rum’s impact on Caribbean culture, Jillionaire said: “Rum has always been an unsung hero in the alcohol world, people drink rum when they’re in college and they drink too much cheap rum and then they stop drinking it and they move on to vodka, whiskey, or whatever, and I think we just want to help bring rum back into the popular consciousness and give it some context.”
Earlier this month, the Sound of Rum initiative kicked off in Miami with a huge party where Major Lazer were headlining. The group with the help of Bacardi brought together a myriad of Carribean influences — including food from the likes of Trinidadian specialists Pearl’s, Puerto Rican bar/restaurant La Factoria, Haitian heroes Chef Creole and Jamaican food OG’s Truck Stop — alongside Major Lazer’s varied musical influences including Afrobeat, Dancehall, Reggae, Soca and Grime to keep the party going until the early hours.
Diplo, Jillionaire and Walshy Fire, began their partnership with Barcadi at the start of 2017, when they announced the “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.
The launch celebrated the first “Sound of Rum” event with Major Lazer’s brand new track as the highlight. The event also gave fans the first opportunity to try Major Lazer’s Limited Edition Rum, the inspiration behind which comes from the Caribbean, much like Major Lazer’s sound, making the collaboration a perfect blend.
Check out the video below where the band discuss their new EP and the importance of Bacardi rum on Caribbean culture.