DJ Khaled stars in ad campaign for Bumbu rum

Rum brand Bumbu recently launched its first marketing campaign starring some of the world’s best-known rappers, and DJ Khaled has just joined their ranks.

The video sees DJ Khaled in a private yoga session with an instructor encouraging him to be the G.O.A.T.,

For those unfamiliar with the jargon, this translates to “The Greatest of All Time.”

However, as she prompts Khaled to find his inner G.O.A.T, actual, live goats fill the studio instead, and steal the rapper’s thunder.

Khaled is not the first artist to appear in Bumbu’s ad campaign. Lil Wayne starred in the rum brand’s first advert when it launched in May this year.

The first advert starting Lil Wayne was directed by Eif Rivera, who has previously directed music videos for stars including Kanye West, Nicki Minaj and 50 Cent. Khaled’s ad was filmed by Ivan Berioss, whose portfolio includes projects with Justin Bieber, Jay-Z and Lil Wayne.

Bajan craft rum label Bumbu is owned by US drinks firm Sovereign Brands, which also owns Belaire sparkling wine and regularly works with musicians such as Khaled, Jay Z and Steve Aioki on marketing campaigns.

Khaled is no stranger to the marketing arm of the drinks industry. The artist had to stop advertising alcohol brands in his Snapchat stories after US watchdogs complained his posts violated federal law in April 2018.

An investigation by research group Truth In Advertising (TINA) cataloged more than 100 instances in which DJ Khaled posted Snapchat stories promoting various alcoholic drinks — including Belaire and Bumbu, as well as Diageo’s Ciroc vodka and Bacardi’s D’Usse cognac — to Khaled’s 6 million Snapchat followers, many of whom are under the age of 21 (the legal drinking age in the US).

TINA claimed that the producer promoted these brands without disclosing his material connection to the alcohol companies.