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ASTRALWERKS, LEGO BRING L.L.A.M.A. TO LIFE

Astralwerks has signed L.L.A.M.A., the star character/mini-figure from Lego's new platform, VIDIYO. On Friday he released his first song, "Shake," a collab with Ne-Yo and Carmen DeLeon produced by Dave Stewart (BTS's "Dynamite") and co-written by hitmaker Ryan Tedder.

The VIDIYO app and action figures go wide 3/1, which is when Lego-lovin' kids will be able to choose L.L.A.M.A. as a character and purchase L.L.A.M.A. toys to create their own music videos. 

An L.A.-based producer/DJ—and llama—who moved to the big city from the Andes, L.L.A.M.A. (the initials stand for Love, Laughter and Music Always) is the first Lego character to be signed to a record deal.

“It’s an honor to sign the first llama and Lego mini-figure to a global record deal," said Astralwerks VP of Marketing Luke Armitage. "When L.L.A.M.A played us the demo of ‘Shake,’ we all knew we wanted to work with him. The Lego Group’s partnership with UMG completely aligns with our mission to surround the electronic music space with innovation.” 

Catch L.L.A.M.A.'s first video below. 

For those of you playing along at home, it may help to remember the words of Ogden Nash: "The one-L lama, he's a priest; the two-L llama, he's a beast."

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