In the ultimate indie rockstar move, the Arcade Fire frontman has created his own blend of java to be distributed by the ultimate indie coffee shop, La Colombe.

Its not unheard of, but it is still an original move. The indie rock superstar has moved from promoting music to promoting mud! The special roast will be grown in Haiti and roasted in Philadelphia, to then be sold at La Colombe. The coffee will be called RaRa. Proceeds from the sale of this indie blend will benefit Partners in Health, and Haiti Coffee Academy.

Haiti Coffee Academy teaches farmers the basic skills needed to practice responsible coffee agronomy, harvesting practices and coffee processing techniques. They operate a large farm and nursery that is used in demonstrations that help to elucidate the potential that coffee growth holds in store for both local and foreign sale. The further support of this educational institution through the sale of RaRa will surely create a more sustainable and ethical practice for those who grow and sell coffee in Haiti.

Butler referred to the influence that Haitian music had on the Arcade Fire by describing their 2013 release, Reflektor, as a “mash up of Studio 54 with Haitian Voodoo.

He also released a statement on La Colombe’s website earlier about the coffee:

Being in the mountains of Haiti, it is hard not to think about coffee. The elevation, the sunshine, the soil, and incredible people, who have been growing the plant on tiny family plots for centuries. Haiti is buzzing with potential and possibility, and coffee can be an important part of its rebirth!

I’d heard about what La Colombe was doing with their coffee academy so I approached them to see if they’d make this coffee for me, because coffee is so important to Haiti, and Haiti is so important to me and everyone in the band.

Really happy to share this with you, especially with all the funds going to Partners in Health, The Coffee Academy and Haiti.

Enjoy,

Win Butler.

Win Butler joins the ranks of coffee branding pop-stars such as St. Vincent and James Murphy with his release of RaRa.

Additionally, Arcade Fire’s Will Butler has announced a new solo album and 2015 US tour. The album, Policy, will be released on March 16th, and was recorded at Electric Lady Studios in New York City.