LOS ANGELES — Playboy Enterprises Inc. is looking to music superstar Pitbull in an effort to make the 60 year-old brand more relevant to a younger audience.
The company announced a strategic partnership with the rapper designed as a “creative cross-pollination” between them that will feature a variety of content and product-related initiatives including an upcoming video of the performer's new single "Wild Wild Love," featuring G.R.L., which was shot at the Playboy Mansion in Holmby Hills, California earlier this month.
Pitbull (aka Armando Christian Perez) has reportedly sold more than five million albums and 50 million singles worldwide, achieving number one status in more than 15 countries around the world. Playboy said the artist drives more than one billion media impressions a month across his various social media platforms.
"We're bringing new energy and enthusiasm to the iconic Playboy brand in our 60th year," Playboy CEO Scott Flanders said."Throughout our history we've collaborated with artists and cultural tastemakers who both embody the Playboy lifestyle and interpret it in their own images. Today we're taking a big step in re-interpreting our enduring brand for a new generation by welcoming Armando into the fold.His magnetic energy, charisma and style combined with his clear talent as an entrepreneur exemplify the aspirational lifestyle that defines our brand.We're looking forward to doing some great things together."
Perez added, "In order to become an iconic brand you have to partner up with one. What's more iconic than Playboy? It's an honor to partner with Playboy Enterprises. Ladies and gentlemen you are looking at the new Playboy, Armando Christian Perez. Thank you Hef, Scott and the entire Playboy team."
Playboy noted that the mansion video shoot was a glimpse at some of the synergies on tap between Pitbull and the company that will include the rapper’s touring and appearance schedule, performances and appearances at Playboy events, new content across a variety of media including Playboy Magazine and digital properties, and more to be unveiled in the coming months.