Bacardi has announced that the longstanding rum maker is pairing up with electronic dance music favorites Major Lazer for a year-long partnership that will take many forms, and which could change the way musicians and the business world come together to benefit one another in the future.

The “Lean On” hitmakers will be promoting the rum’s consumption, while “Diplo” also added that they’ll be able to use Bacardi’s Sound of Rum program to help “foster both existing and developing talent” from one of their favorite regions musically, the Caribbean.

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