Axe is launching a music platform, Axe Music, in partnership with Dutch DJ and producer Martin Garrix, Kyra TV, Boiler Room and a number of emerging artists.
To unveil the partnership Axe has released a limited-edition body spray and a music video for Garrix, the 22-year-old artist who has topped the charts and performed at the Winter Olympics this year. Created by 72andSunny Amsterdam, the video is set in a late-night Laundromat, where a quirky but average guy tries to impress a girl in his own goofy way – but not before spraying on some Axe for an extra confidence boost. As he sprays, the Laundromat is transformed into fantasy worlds from a Tokyo karaoke bar to a jungle. Burn Out is Garrix’s latest single.