Rappers KRS-One, Common and Q-Tip have teamed with super producers DJ Premier, Just Blaze and Cool and Dre to create new versions of influential tracks recorded by each artist.
The rappers are part of the Smirnoff Signature Mix Series, a new program created in partnership with Cornerstone Promotions to help market established and emerging musical talent.
Common and Just Blaze teamed to reinterpret Common’s#### song “The Light,” Q-Tip and Cool & Dre partnered to remake A Tribe Called Quest‘s track “Midnight,” while KRS-One and DJ Premier teamed to remix Boogie Down Production’s classic single “Criminal Minded.”
“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 Series campaign will be launched with a full radio, video, and digital promotional campaign, starting this month in major cities like New York, Los Angeles, Chicago, Detroit, Philadelphia, Atlanta, and Washington, D.C.
All three songs, their accompanying music videos and behind-the-scenes footage are available for free download exclusively at SmirnoffSignatureMixSeries.com beginning today (February 19th).
The rappers are also featured in short clips being shown during local events reminding consumers to drink responsibly.