Smirnoff and Mixmag Media have announced a partnership to promote the best DJ talent from around the world through dance music experience, The Lab, which is streamed weekly from Mixmag Media’s offices in London, Los Angeles and Brooklyn.
The collaboration builds on the Smirnoff Sound Collective, an initiative created last year to bring fans and artists closer together and provide a platform for up-and-coming musical talent.
Matt Bruhn, global brand director, Smirnoff, said: “Together with Mixmag, we will put our Smirnoff Sound Collective artists and fans at the heart of this collaboration.
“We want to grow the exposure of the artists in our collective and break down the barriers to bring new artists, music and content to fans all over the world.”
The Lab is already viewed by over 5 million fans each month.