Aston Martin has partnered with British house music label Defected Records to bridge motorsport and dance culture ahead of the 2026 season. The collaboration aims to tap into the shared global reach of Formula 1 and house music, positioning the brand as more than just a carmaker.
The partnership launched with a ‘Driven By Sound’ pop-up in London’s Soho, open exclusively to Aston Martin’s I/AM members. The event featured DJ sets by Sam Divine and RUZE, a complimentary coffee bar, and interactive exhibits like a sound wall playing team radio, Honda power unit sounds, and audio from F1 ACADEMY driver Mari Boya. Aston Martin’s Chief Marketing Officer Rob Bloom emphasized the brand’s cultural ambitions, noting the natural alignment between house music and F1’s scale and intimacy.
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Defected Records co-founder Simon Marlin highlighted the genre’s power to create shared experiences, citing Defected Croatia’s festival community as an example. The move follows broader industry trends, including F1 Tracks’ official house music playlists and performances by artists like Diplo at the Singapore Grand Prix. With Alonso’s past forays into DJing under his stage name Squire, the crossover between racing and music continues to blur.
