Earlier this week, Aston Martin announced a partnership with British record label and house music specialists Defected. The pairing of motorsport and music is nothing new, but with a huge growth of fans in both F1 and house, the collaboration feels like it\u2019s coming at just the right time.<\/p>\n
House music as a genre was born in Chicago at the start of the \u201880s and has only grown in popularity, becoming mainstream with tracks frequently populating the global charts.<\/p>\n
It\u2019s already got a presence in Formula 1; just take a look at a driver\u2019s social media round-up and you\u2019ll likely see it paired to a house tune \u2013 yes, Oscar Piastri<\/a>, we\u2019re looking at you.<\/p>\n Aston Martin<\/a> have taken this to another level with their partnership with Defected Records, hosting a \u2018Driven By Sound\u2019 pop-up in Central London for their I\/AM members. From the outside, this pairing might feel like an interesting choice, but it\u2019s a collaboration that makes a lot of sense.<\/p>\n \u201cWe want to associate ourselves with iconic properties and Defected absolutely ticks that box,\u201d Rob Bloom, Aston Martin’s Chief Marketing Officer explained.<\/p>\n \u201cDefected is the belief that house music exists on and off the dance floor, and that community culture is so much more than just the music. We are absolutely in that mindset as the Aston Martin Formula 1 Team, and we want to engage fans and welcome them into our world, whether you go to a Grand Prix or not.<\/p>\n \u201cThe Aston Martin brand is 100 years old, but it’s always been a cultural phenomenon. It existed way beyond its core product, we are very comfortable \u2013 in culture \u2013 punching outside of category, and that’s the space we play, in which we are so much more than just a car company or motorsports team.\u201d<\/p>\n Music has always had links with Formula 1, from its association with \u2018The Chain\u2019 by Fleetwood Mac to the incredible album created for F1 The Movie \u2013 the two passions always find a way of coming together. However, with so many genres to pick from, why did Aston Martin gravitate towards house?<\/p>\n \u201cThere’s a natural alignment,” Bloom continues. “If you look at house music and F1, we both bring scale and intimacy. Two global properties, in house music and Formula 1, and there are 825 million F1 fans out there in the world: it’s truly global.<\/p>\n “But, when you bring fans together at little moments like this, that’s where you get the intimacy. You can have huge global platforms that still have very intimate personal relationships and experiences as part of it.\u201d<\/p>\n For Aston Martin’s I\/AM members, the Soho pop-up is a great chance to get up close and personal to the team, with activations that include a complimentary coffee whilst enjoying DJ sets from Sam Divine and RUZE, or a run club that\u2019s hosted on the Sunday.<\/p>\n Once inside the venue, there\u2019s also plenty to see: from Fernando Alonso<\/a>\u2019s race suit and helmet to a sound wall which invites guests to listen to a mix of team radio, the Honda power unit and team radio from their F1 ACADEMY driver Mari Boya.<\/p>\n \u201cDance music has evolved a lot since I’ve been doing this,\u201d said Simon Marlin, a house producer from The Shapeshifters. \u201cThere’s nothing more unique than finding friends on the dance floor.<\/p>\n “Defected Croatia is a great example of people that had never met each other 10 years ago, and now are the best of friends, crying with each other because the festival finished this year.<\/p>\n “That can only happen through shared experiences that are delivered in a way that makes you feel special, that makes you go beyond what you expected. They’re the moments that bring people together, and house music is the biggest and best platform to do that. It’s such a feel-good factor.\u201d<\/p>\n The exploration of house music in Formula 1 has been seen through the genre\u2019s biggest DJs collaborating on F1 Tracks \u2013 the official F1 playlist \u2013 or huge names like Diplo performing at this year\u2019s Singapore Grand Prix<\/a>. The crossover between passions is clear, and who knows? Perhaps another driver will take up DJing after retirement \u2013 much like Alonso’s compatriot Jaime Alguersuari, who now goes by the stage name Squire<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Earlier this week, Aston Martin announced a partnership with British record label and house music specialists Defected. 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