Volkswagen of America, Inc. is partnering with global superstar J Balvin and his Vibra en Alta Foundation to create a groundbreaking platform that celebrates and supports emerging Latin music talent in the United States.
Together, Volkswagen and J Balvin will bring visibility to three emerging artists: Cami Sanabria, Vibarco and Samur, providing them with resources and opportunities to advance their music, produce original videos and reach wider audiences through authentic stories.
At the center of this collaboration is J Balvin’s prized 1997 Volkswagen Gol, a Brazilian Golf-like model that symbolizes his journey from breakthrough musician to global star.
In his early days as an artist, J Balvin drove his VW, nicknamed “Rayo,” around Colombia to attend his first recording sessions and performances.
The car was both a faithful companion and a symbol of determination, helping him achieve his dream. Today, J Balvin uses Rayo to bring that same spirit to a new generation of Latin music artists.
Volkswagen will work with Vibra en Alta to give visibility to emerging artists, promote next-generation Latin American talent and drive a new era of representation.
This joint initiative includes the production of exclusive music videos for each artist, with Rayo as the central visual element. A Lightning-inspired custom Golf GTI will make its public debut at the Volkswagen booth at the 2025 Los Angeles Auto Show starting Friday, November 21st.
“The soul of Volkswagen has always been our passionate ownership community, and few express that as strongly as J Balvin,” said Rachael Zaluzec, Volkswagen senior vice president for brand marketing and customer experience in North America.
“His love for his VW and his commitment to supporting the next generation of Latin artists embodies the spirit of creativity, individuality and community that continues to define our brand.”
Founded in 2022 by J Balvin, the Vibra en Alta Foundation aims to support the personal and professional development of young people through education and access to opportunities, encouraging people to connect with their being.
“Working with Volkswagen is very special because Rayo has been an integral part of my life,” said J Balvin. “Now it’s possible to support other artists through initiatives like ‘Where’s José?’ to support. It makes it even more meaningful.”