Though many artists are jumping at chances to earn new streams of revenue via technology or audio hardware, singer/songwriter Ne-Yo chooses not to reinvent the wheel by entering into a historical business with staying power: liquor & spirits. In a new partnership with Malibu Rum, the R&B crooner has launched Malibu Red.
Ne-Yo will indirectly battle Diddy’s Ciroc and Ludacris’ Conjure as neither compete in the rum category. In addition, the “Champagne Life” singer will act as the Creative Director for the new product.
“From music to film and everything in between, Malibu and I have been working behind-the-scenes to create a rich experience for Malibu Red that allows me to naturally bring my story telling, acting, singing and dancing to the table,” Ne-Yo said.
As part of the launch of the Malibu Red, Ne-Yo created a signature song entitled “Burnin Up” that he recently debuted at a New York City performance.