Beats makes Lamine Yamal CEO

And he joins the brand’s stellar line-up of global ambassadors.

Beats has released its latest spot today, and this time the star is not only dazzling on the pitch, but also behind the controls of a major music company. Lamine Yamal, the jewel of global football and brand ambassador, makes his debut as CEO of Lamine Records in a campaign that mixes rhythm, style and neighbourhood.

The young talent now takes on a new creative role, playing a music director obsessed with finding the perfect match day theme. The truly surprising thing about this proposal is that inspiration comes to him from where he least expects it: from the street, from the fans who vibrate with him. A powerful nod to his connection with real people and his roots.

And in this sonorous journey, a key name appears: Morad. The Moroccan rapper, a reference artist for Lamine, makes a special cameo in which he exudes identity, community and culture that transcends sport.

‘I love music for many reasons, it helps me to concentrate before a game, to relax afterwards and it’s an escape to a world of fun when I need it,’ says the young man from Rocafonda. ‘For me, Beats is a very cool and stylish brand that connects with my personality. I’m very happy to work with them.’

He says all this while wearing custom Beats Studio Pro in the shades of his gear – because everything in this spot has an aesthetic intention. Also featured are the newly released Powerbeats Pro 2, Studio Pro, Beats Pill and Beats Solo 4.