Rapper Iggy Azalea speaks during a Monster Inc. press event for CES 2018 at the Mandalay Bay Convention Center on January 8, 2018 in Las Vegas,
Ethan Miller/Getty Images
LAS VEGAS—In her breakthrough song “Fancy,” Iggy Azalea rhetorically asks “Where the bass at?” It seems she found it with Monster.
At CES 2018, the Australian-born hip-hop star announced her partnership with the popular headphone brand, beginning with a Super Bowl LII commercial, featuring “Savior,” the first single off her new album, Surviving the Summer, also out next month.
She said she liked Monster’s focus on “style and aesthetics” as well as sound quality.
“I also wanted to partner with Monster because of [CEO and “Head Monster”] Noel Lee, as we both have interesting ‘origin’ stories, and how we came to be in the music industry, and so we clicked on a personal level, too,” Azalea said in an interview here.
The 27-year-old is also the face of a new pair of blinged-out Bluetooth earbuds, Monster Airlink Elements. “They look like jewelry, an accessory that looks like that’s part of your outfit and not something that’s detracting from it,” she says.
“Monster’s credo — ‘Always Lead, Never Follow’ — perfectly sums up Iggy’s fearless approach to music and attitude toward life,” says Lee, in a company statement.
The Tainerz, a rap and dance group from New Orleans, entertain a large crowd at the Monster display at the 2018 Consumer Electronics Show at the Las Vegas Convention Center.
Robert Hanashiro, USA TODAY NETWORK
Azalea said last week she was planning shooting the 30-second Super Bowl commercial in a few days. “Locations are set, flights are booked, and bags are packed.”
On her first CES, Azalea says she enjoys seeing all the technology at the show. “Who isn’t a fan of tech? In today’s day and age, we’re interacting with technology from the moment we wake up until the moment we go to sleep.”
Her favorite non-music product? Delivery drones. “Did you see that?,” she asks. “That’s something I can use.”
Personal tech columnist Marc Saltzman reported from CES in Las Vegas.
Copyright 2017 USATODAY.com