Doritos teamed up with Busta Rhymes and music producer Terrace Martin to create the Doritos “Blaze Beat,” a hip-hop track made entirely from heat and spice-inspired items such as Doritos. Now that Doritos has the hot beat, it’s looking for fire bars to complete the song. Doritos and Busta are searching for the newest hip-hop star to share the stage with a major headliner at the #LifeIsBeautiful festival later this summer, and potentially open doors on a new career. Oh, and the grand prize winner will take home a cool $50,000.
Fans can go on doritosblazethebeat.com to submit their own rhymes over the “Blaze Beat” and vote on their favorite track. The winner will perform on the Doritos #BlazeStage with a major headliner at the Life is Beautiful festival official pre-party in Las Vegas on September 20.
Earlier this year, Doritos 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, Doritos 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 the Doritos “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.). Pretty awesome right?
Now, Doritos and Busta are looking for YOU to spit the lyrics.
“Everyone in the country saw the Doritos Blaze Super Bowl commercial a few months ago,” said Busta Rhymes, who starred in the spot with his lightning-fast lyrics from the hit song “Look at me Now.” “Now I’m 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’ve been bringing for decades? All we know for sure is that the Doritos #BlazeStage will be on fire later this summer!”
Fans can submit their own original lyrics over the Blaze Beat at doritosblazethebeat.com and also view who has the hottest tracks. After submissions close on August 17, Busta and team will select five finalists to share the stage with a major headliner at the official Life is Beautiful Music & Art Festival pre-party in Las Vegas on Thursday, September 20, 2018, on the most fire stage imaginable — the Doritos #BlazeStage. From there, Busta and team will choose one winner who will be crowned the Blaze the Beat champion with a $50,000 grand prize. The annual 3-day festival, now in its sixth year, has attracted some of the world’s biggest names in music.
“The Blaze the Beat program continues Doritos’ long history in music, with epic stages and performances throughout the years at major events like South by Southwest and E3,” said Rachel Ferdinando, vice president of marketing, Frito-Lay North America. “Now we’re 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.”
We got a chance to catch up with Busta to speak about the partnership with Doritos and what he’s looking for in the next big hip-hop star. Get into the interview below.
What was your first reaction when Doritos reached out to you for the partnership?
Busta: It was a no-brainier to me because this is the proper representation of the culture and the proper representation of the art. I just love the creative approach in terms of stripping all the excessive things and bringing it back to the fundamentals of what hip-hop is. We were all just getting into this sh*t years ago and it was fresh and exciting and something new as a culture. Alot of us was banging the beat on the lunchroom table in school and this feels like the same sh*t. You know when they gave Terrace Martin the cart and they gave him a garlic flour and a hot sauce bottle, a torch and a fire igniter he made the beat out of banging on the side of the actual cart and emptied out the hot sauce bottle and blew over the top of it so it could create sound and beatboxing. It reminded me of what the beginning felt like. It wasn’t no beat machines and it wasn’t no sampling and things going on. We just had to improvise and I thought that it was brilliant because alot of these new artist don’t really get an opportunity to experience hip-hop in that way. Alot of the sound that’s going on in the culture right now is Trap beat sounding music, a lot of 808s and things of that nature. It just creates the opportunity for them to experience something very close to what the sound was based on in hip-hop. Even outside of that from a cultural standpoint, a lot of public school kids in the hood at lunch we used to eat Doritos with the school lunch. Muthaf*ckas use to smoke blunts and then go eat Doritos like it was all apart of the earlier years in hip-hop. It just all made sense, the marriage made sense, the gel-in made sense to me. It just felt right. I think even more importantly. They created this platform that allowed the gap to be embraced and allowed us to break this gap.
I’m an advocate of always putting artist on and signing artist and trying to create careers and legacies with artist. Leaders of the new school when we had the new school society, we had groups like the cracker jacks down with us and then Leaders of the New School took its hiatus, then we ended up breaking up. I ended up going solo and starting Flipmode squad and I put on Rampage, Rah Digga, Roc Marciano, Spliff Starr and even now with the Conglomerate Entertainment signing O.T. Genasis, Jay Dough and having artist like Pryor and Aaron cooks, Murda Mook signed to the company. This is something that I’ve always been a advocate of to see Doritos providing a platform to pass the torch to the newer generation and give them some guidance, mentor-ship and proper schooling, grooming, molding, shaping and developing. I think that has been missing, the industry don’t really develop artist anymore. They wait for things to look crazy and see whats happening on all the social media platforms before they start to inquire about who the individual who is getting all this traffic. I come from a different time, I come from a time where we based how talented they were and helped developing them into becoming the superstar they needed to be and I still live by that.
Algorithm didn’t help find Rakim, KRS-ONE, Busta Rhymes, A Tribe Called Quest, Michael Jackson, Janet Jackson, Tupac, Biggie, Nas & Jay-Z. Algorithm didn’t do that, I like to base when I find talent through my gut instinct and my emotion and what it sounds like. This platform is giving me the opportunity to do that once these kids go on the doritosblazethebeat.com. Download the beat and they get to put they bars to it and apply themselves lyrically. It forces their hand to rap which is a little more challenging and they gotta learn how to command a room and perform their sh*t. When they get a chance to come down to the #LifeIsBeautiful festival in Vegas and possibly win a bag of 50 bandz + get a deal. Everything about this is dope to me. It couldn’t happen to a kid more deserving that doesn’t have a light at the end of the tunnel and their life has been challenging while their young and they have to go back to school in September and they can get some money and go back to school feeling fresh and looking good and having money in their account for the rest of the year to Halloween to Thanksgiving, Christmas with a bill and some money, looking good. It’s just a great all-around thing that’s being done with Doritos and I dig it alot. So I feel honored to be apart of it, I’m enjoying it and it’s been a wonderful experience thus far.
What are you looking for in the next hip-hop superstar?
I never try to specify what I’m looking for creatively because creativity has no boundaries and no limits and might be blessed to see something that could’ve been crossing my mind. So I embrace all creative with grace and I also I want to be surprised I look forward to the excitement of the element of surprise and I also want to make sure that the thing I want primarily is fulfill in its standard. Which is a muthaf*cka t can display an incredible combine of punchlines and metaphors and being able to play with their voice and just be dope lyrically. Next thing is, I want to see an artist that can perform. Those are the primary things I’m looking for. Dope lyrics and a incredible performer that can command the room. Those are the primary things I want to see. Regardless of what the creative approach is from the artist you can come up their and be signing on the beat, but the lyrics still have to be ill and the performance gotta be incredible. Your appearance also needs to be on some out the box sh*t too. I don’t want to see five dudes with a bunch of tattoos on they face, with colorful hair and sh*t. Let me see something else.
How was it working with Doritos and would you work with Doritos on any other projects?
Doritos for me so far has been a pleasurable experience and its dope because the creative view has been incredibly groundbreaking both times. From the super-bowl commercial with me Missy, Morgan Freeman all the way down to whats happening right now it’s very genius what their doing. I’m a huge fan of them properly representing the culture. I’m a huge fan of them giving kids a opportunity to shine brightly and I just love the opportunity that’s also being provided by with timeless greats like myself and missy being acknowledged for our contributions and our continuous contributions which is a significant component as well. It definitely solidifies the bridging of the gap and the way it means to be solidified and that’s just dope to me. At the end of the day, I’m far from done. But I also take great pleasure in passing the torch. They gotta come get the torch from us if they want it.
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