M&M’s has announced a new partnership deal with Lil Nas X in a bid to ‘harness the power’ of his inclusive music and promote diversity.
The Mars-owned brand wishes to leverage the artist’s music to ‘lay the groundwork’ for a new platform that aims to bring people together to celebrate music and build connections.
Known for challenging the norm across the music industry, Lil Nas X and his ‘unapologetically authentic tracks’ receive over 45 million streams on Spotify every month.
As part of the collaboration, the chocolate brand intends to roll out a series of ‘music-centric initiatives’ to support the partnership’s promotion and connect with young fans in a ‘meaningful’ way.
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“In the world Mars wants tomorrow, society is inclusive. And through the M&M’S brand we’re committed to inspiring moments of connection and fun by encouraging a deeper sense of belonging,” Mars Wrigley senior brand director, Allison Miazga-Bedrick, said.
“Music is one of the most powerful tools to bring people together. Like our iconic M&M’S brand, music sparks nostalgia, memories, and fun and we are thrilled to be able to partner with one of the most trailblazing artists in the world, Lil Nas X, to help us further cement M&M’S role within entertainment.”
Most recently, the brand created its own ‘M&M’s Music Lounge’ for NBC’s American Song Contest, which provided contestants with a place to prepare before performing. Following in suit, the brand aims to have a presence at several summertime festivals this year.
Lil Nas X added: “M&M’s is iconic and I’m a huge fan of the brand. I’m excited to work with them on some really cool projects this year that are as colourful as they are.”
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