UMG’s Astralwerks, LEGO Reveal L.L.A.M.A

The LEGO Group and Universal Music Group’s Astralwerks label have teamed up to introduce L.L.A.M.A to the world. L.L.A.M.A, whose name is an acronym for Love, Laughter And Music Always, is described by LEGO as a global citizen. Originally from the Andean region of South America, he moved to Los Angeles, Calif. to pursue his dream of making music that makes people happy.

He makes his debut with the single “Shake,” which features singer NE-YO and newcomer Carmen DeLeon. “Shake” is available on the LEGO VIDIYO app and at all DSPs. On Tuesday, LEGO Group teased the single as news broke of L.L.A.M.A’s signing to Astralwerks. The DJ/producer is the first LEGO minifigure to sign a deal with a record label.

The official video for “Shake,” features L.L.A.M.A, NE-YO and Carmen DeLeon. Will Kindrick (Ice Cube, Brian Wilson, She & Him) directed the clip.

“L.L.A.M.A is an artist we need right now,” says NE-YO. “Bringing some uplifting, positive music to people during what has been a hard year for so many is something I am happy to be a part of.”

L.L.A.M.A is the first artist to release a song via VIDIYO, which is a music video maker experience designed for children. In addition to creating and sharing their own augmented reality experiences with L.L.A.M.A, music fans across the globe will find L.L.A.M.A as a minifigure in the DJ Llama BeatBox available at www.musicbyllama.com.

“I was so excited when I was asked to be part of ‘Shake’ alongside NE-YO and L.L.A.M.A.,” says Carmen DeLeon. “My life revolves around creativity and dreaming big and this collaboration with the LEGO Group is a fulfillment of that. I hope this song and the fun music video that we shot inspires kids to always follow their dreams and think outside of the box.”

“Shake” was produced by BTS hitmaker David Stewart, who co-wrote the track with artist/songwriter Ryan Tedder.