Universal Music Group signs LEGO Minifugure L.L.A.M.A to Astralwerks as part of LEGO Vidiyo release

Universal Music Group and the LEGO Group have achieved a world’s first with the signing of L.L.A.M.A  – a LEGO Minifigure DJ and producer –  to the studio’s record label, Astralwerks.

L.L.A.M.A is not only the first LEGO Minifigure to have signed a deal with a record label, but is also the first artist to release a song via LEGO’s newest physical-digital play hybrid platform, LEGO Vidiyo, a new system that allows kids to direct, produce, and star in their own music videos.

L.L.A.M.A has made his debut with the new single, Shake, a release featuring the three-time Grammy winner Ne-Yo, and newcomer Carmen DeLeon – who recently released the hit single Juegas. The single Shake is now available on the LEGO Vidiyo app and at all DSPs.

The official video for Shake premiered this week and features L.L.A.M.A, Ne-Yo, and Carmen DeLeon in a clip directed by Will Kindrick, known for his work with Ice Cube, Brian Wilson, and She & Him. The new video can be seen HERE.

LEGO Vidiyo is the product of a groundbreaking new collaboration between LEGO and Universal Music Group, who, through the partnership, has offered up a library of tracks created by artists on its label for use in the app. In addition to creating and sharing their own augmented reality experiences with L.L.A.M.A, kids and fans the world over will also find L.L.A.M.A as a minifigure in the DJ Llama BEatBox.

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

“I met Ryan at a party. He was the only one who could keep up with me on the dance floor,” recalls L.L.A.M.A. “A few days later, he turned up at my place and we just clicked. By sunset, Shake was born, and it was beautiful. It’s fun. It’s energetic. It makes you want to move.”

Ne-Yo said: “L.L.A.M.A is an artist we need right now. 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.”

Carmen DeLeon added: “I was so excited when I was asked to be part of Shake alongside Ne-Yo and L.L.A.M.A. 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.”

L.L.A.M.A, whose name is an acronym for Love, Laughter And Music Always, is a global citizen. Originally from the Andean region of South America, he moved to Los Angeles to pursue his dream of making music that makes people happy.

On signing with Astralwerks L.L.A.M.A said: “It feels incredible to be on such a legendary label. I’m constantly inspired by all of the artists on its roster. If I can make at least one person happy then my mission here is complete. The world needs a lift, and I’m up for being a part of that.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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