Volkswagen of America, Inc. is collaborating with global super star J Balvin and his Vibra en Alta Foundation to create a first-of-its-kind platform to celebrate and support emerging Latino musical talent in the U.S. Together, Volkswagen and J Balvin will spotlight three rising artists — Cami Sanabria, Vibarco, and Samur — providing each with resources and opportunities to amplify their music, produce original videos, and connect with broader audiences through authentic storytelling.
At the heart of the collaboration is J Balvin’s cherished 1997 Volkswagen Gol – a Brazilian manufactured cousin of the Golf –which has represented his journey from break-out musician to global star. During his time as an emerging artist, J Balvin drove his VW, nicknamed “Rayo,” across his native Colombia to early recording sessions and performances. The car served as his transport and a symbol of determination, helping him accomplish his dream. Today, J Balvin is utilizing Rayo to pass that same spirit to a new generation of Latin music artists.
Volkswagen will work with Vibra en Alta to spotlight emerging artists, to help champion the next generation of Latin talent, and drive a new era of representation. This joint effort includes producing unique music videos for each artist, with Rayo integrated into content as a visual centerpiece. A Rayo-inspired, custom-wrapped Golf GTI will make its public debut within the Volkswagen booth at the 2025 Los Angeles Auto Show beginning Friday, November 21.
“The soul of Volkswagen has been our passionate community of owners, and few express that more boldly than J Balvin,” said Rachael Zaluzec, Senior Vice President of Brand Marketing and Customer Experience, Volkswagen Brand NAR. “His love for his VW and commitment to spotlighting the next generation of Latin artists embody the spirit of creativity, individuality, and community that continue to define our brand.”
The Vibra en Alta Foundation, founded by J Balvin in 2022, aims to support the personal and professional development of young people through education and access to opportunities, and to uplift individuals so that they resonate with who they are.
“Collaborating with Volkswagen feels super special because Rayo has been such a part of my life,” said J Balvin. “Now being able to support other artists through initiatives like ‘Dónde Está Jose?’ makes it even more meaningful.”
CARLIST THOUGHTS
This is not a first for VW. Over the years, the German carmaker has teamed up with well-known band ‘a-ha,’ as well as Purple Disco Machine, Rohan Marley, Frida Gold, Patsy Biscoe, Kraftwerk, and My Space Cats, showing that they understand the benefits of collaborating with musical stars the world over.