Beginning this month, the makers of Smirnoff vodka are launching the Smirnoff Signature Mix Series, a campaign pairing three acclaimed rappers with contemporary beat-maestros to create new versions of iconic hip-hop songs.See Also:
The artists tapped for the songs are Common, Q-Tip, and KRS-One, who will join forces with Just Blaze, Cool & Dre, and DJ Premier to remix Common's "The Light," A Tribe Called Quest's "Midnight," and Boogie Down Productions' seminal "Criminal Minded."
Each artist/producer pairing represents a Smirnoff mixed drink made by blending one of Smirnoff's flavored vodka products with a popular mixer. "The Southside," made with Smirnoff Green Apple flavored vodka and cranberry juice, is the inspiration for Common and Just Blaze's collaboration. "The Blueberry Abstract," made with Smirnoff Blueberry flavored vodka and lemonade, is linked to the partnership between Q-Tip and Cool & Dre. And "The Cypha," an exciting blend of Smirnoff Raspberry flavored vodka and pineapple juice, represents the collaboration between KRS-One and DJ Premier.
"I'm honored to have the opportunity to revisit one of my signature songs and give it a breath of fresh air," said KRS-One. "I'm grateful to Smirnoff for providing the opportunity to work with such great talent on such a ground-breaking idea and recreate hip-hop songs."
The Smirnoff Signature Mix program will be activated in the following key markets: New York, Los Angeles, Chicago, Detroit, Philadelphia, Atlanta, and Washington, D.C. and each city will host Smirnoff Signature Mix events. Top radio and club DJs across the country will receive a limited edition vinyl album containing all three remixed songs.
All three songs, their music videos, and the behind-the-scenes production footage is available for free download exclusively at SmirnoffSignatureMixSeries.com.
Additionally, the website will feature messages from select performers encouraging consumers to drink responsibly. These clips will also be aired during local events.
A private launch event for the program featuring performances by all of the participating talent will be held in New York. In hosting a responsible party, Smirnoff servers will distribute bottled water and food throughout the event, while encouraging guests to "Mix Well, Drink Responsibly."
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