LEGO’s Fictional Character DJ L.L.A.M.A Signs Record Deal With Universal Music

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Image via LEGO

Universal Music has signed a record deal with L.L.A.M.A, a LEGO figurine that features in upcoming LEGO music video creation product Vidiyo.

L.L.A.M.A (Love, Laughter, and Music Always), who is described as a Los Angeles-based DJ and producer of Latin American descent, is signed to sub-label Astralwerks. It is the first single Shake, features Ne-Yo as well as Carmen DeLeon and it was released on 19 February.

According to Universal Music, L.L.A.M.A is a “live-action, human version of the DJ Llama Minifigure from the Tropicon Beatbox [in Vidiyo]” and that the character is “not tied to any one type of music genre.”

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

Vidiyo is an app that allows kids to scan LEGO figures, before choreographing their digital likeness into music videos that are set in real-world surroundings.

“It’s an honor to sign the first-ever llama and LEGO mini-figure to a global record deal,” Astralwerks VP marketing Luke Armitage said. “When L.L.A.M.A first played us the early demo of Shake, we all knew we wanted to work with him. The LEGO Group’s partnership with UMG completely aligns with our mission to surround the electronic music space with innovation.”

DJ L.L.A.M.A has also teased the uniqueness behind its music.

“Labels are for clothes No musical style is off-limits for me. I just want to work with people that don’t take life too serious,” the DJ said.

Image via LEGO

Image via LEGO

[via PAPER, cover image via LEGO]

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