Who had 19 February in the ‘When will the first Lego minifigure sign a deal with a record label?’ sweepstakes? A niche sweepstakes, we admit… But yes: a DJ/producer character called L.L.A.M.A has secured that achievement, as part of the promotional efforts around UMG and Lego’s partnership on video-creation app Vidiyo. And while a man with a furry llama’s head may seem a bit silly, the big guns have been rolled out for his debut single ‘Shake’.

The featured artists are Ne-Yo and Carmen DeLeon, while the track was co-written by David Stewart (co-writer of BTS’s ‘Dynamite’) and Ryan Tedder. The track will be featured in the Vidiyo app, and children will be able to use the L.L.A.M.A character in their own videos too.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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