10:48 h / 2021/02/22
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.
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.
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.