Blaze the Beat by Doritos continue the brand’s long history in music, with epic stages and performances throughout the years at major events like South by Southwest and E3
This summer, Doritos Blaze and Busta Rhymes have fans spitting fire in more ways than one. With “Blaze The Beat,” Doritos and Busta are searching for the newest hip-hop star to share the stage with a major headliner at a music festival later this summer, and potentially open doors on a new career. The grand prize winner is to take home US$50,000/£38,530.
Earlier this year, the brand blazed onto the hip-hop scene with a Super Bowl LII commercial featuring an epic rap battle with legends including Busta. Adding a new chapter to this #spitfire story, it has collaborated with Busta to give a platform to aspiring hip-hop artists, with Busta serving as a coach and mentor to impart his wisdom as one of the fastest-rapping legends in the game.
To kick it all off, Busta, producer Terrace Martin and All Def Music joined forces to create “Blaze Beat”: the first-ever hip-hop track made entirely from heat- and spice-inspired items (e.g. cooking torch, hot sauce, Doritos Blaze, etc.).
“Everyone in the country saw the Doritos Blaze Super Bowl commercial a few months ago. Now I am looking to pass the torch to the next generation of lyricists and give them a platform to showcase the fire they can spit. Can they handle it — can they top the heat I have been bringing for decades? All we know for sure is that the Doritos #BlazeStage will be on fire later this summer,” said Busta Rhymes, who starred in the spot with his lightning-fast lyrics from the hit song “Look at me Now.”
“The Blaze the Beat programme continues the brand’s long history in music, with epic stages and performances throughout the years at major events like South by Southwest and E3. Now we are really looking to give back to the music community and create meaningful opportunities for aspiring musicians. Our goal is for Blaze the Beat to open doors for hip-hop artists who wouldn’t otherwise get a legitimate chance for a major breakthrough,” said Rachel Ferdinando, Vice President of Marketing, Frito-Lay North America.
