Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
February 20, 2021
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.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like
Seven Frequently Asked Questions About License Global’s Show DailiesMar 1, 2024
The Paddington Bear Experience Comes to LondonMar 1, 2024
Newest Multigenerational ‘Sesame Street’ Fan Products AnnouncedMar 1, 2024
Orange Comet, Universal Announce Roblox ‘JAWS’ ExperienceMar 1, 2024