Major Lazer has finally released the highly-anticipated music video for their latest global hit “Particula” produced by the acclaimed South African music producer: DJ Maphorisa.
And the biggest surprise is that the group has premiered the video for “Particula" in Kenya – in a big release global campaign and strategy that includes Kenya among 17 African countries.
In support of “Particula”, Major Lazer released a special promotion video with a message to their Kenyan fans earlier (Thursday 12th October) to announce that “they are excited to debut the video in Kenya,” after which they thanked their Kenyan fans for the support. As a group, Major Lazer has performed in Kenya before. Just this year, Walshy Fire visited Kenya as part of his ‘Finding Africa Tour’. He met influential music producers and artists, including Sauti Sol, Blinky Bill and Musyoka (Decimal Records). Both Diplo and Walshy Fire then visited Kenya for a massive concert that left Major Lazer fans thrilled and anticipating more.
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Directed by South African filmmaker Adriaan Louw, the video features appearances from native South Africans Maphorisa and Nasty C, Nigerian rapper Ice Prince, and Nigerian-American recording artist Jidenna. “Particula” is taken from Major Lazer’s Know No Better EP, surprise-released earlier this year to widespread acclaim. The EP’s title track has been streamed more than 232 million times to date, and standout “Sua Cara” featuring Brazilian superstars Anitta and Pabllo Vittar, was one of YouTube’s biggest music video launches of the year with 217 million views.
The new EP expands upon the group’s global sound, taking inspiration from their travels to Pakistan, Cuba, South America, Africa and beyond while paying homage to their Caribbean roots.Know No Betterfeatures appearances from Machel Montano, Busy Signal, Sean Paul, Konshens, J Balvin and more, as well as production work from the likes of Jr. Blender, Boaz van de Beatz and King Henry.
Know No Better follows the worldwide success of “Run Up” featuring PARTYNEXTDOOR and Nicki Minaj, “Cold Water” featuring Justin Bieber and MØ and “Lean On” with DJ Snake featuring MØ, one of the most successful songs of all time. Major Lazer is currently touring worldwide.