Volkswagen and J Balvin Celebrate the Next Generation of Latin Music
Volkswagen of America is joining forces with global superstar J Balvin and his Vibra en Alta Foundation to shine a spotlight on emerging Latin music talent in the U.S. This unique collaboration celebrates culture, creativity, and the artists shaping the future of Latin music.
Rayo: A Symbol of J Balvin’s Journey
At the heart of this partnership is J Balvin’s cherished 1997 Volkswagen Gol, nicknamed “Rayo.” The car has been a constant companion throughout Balvin’s rise from local Colombian musician to international sensation. Rayo represents determination, resilience, and the pursuit of dreams—values Balvin now hopes to pass on to a new generation of artists.
Supporting the Next Generation of Latin Artists
Through this initiative, Volkswagen and the Vibra en Alta Foundation are spotlighting three rising stars: Cami Sanabria, Vibarco, and Samur. Each artist will receive resources and support to produce original music videos, share their authentic stories, and connect with broader audiences. Rayo will feature prominently in the content, symbolizing inspiration and continuity in their creative journeys.
A First-of-its-Kind Music and Automotive Collaboration
The partnership also brings a visual spectacle to life: a custom Rayo-inspired Golf GTI, which will debut at the 2025 Los Angeles Auto Show on November 21. This fusion of music, culture, and design underscores Volkswagen’s commitment to celebrating individuality and creativity while providing emerging artists a platform to succeed.
Vibra en Alta Foundation: Empowering Young Talent
Founded in 2022, J Balvin’s Vibra en Alta Foundation supports young people in their personal and professional growth, helping them embrace who they are while pursuing their passions. “Collaborating with Volkswagen feels super special because Rayo has been such a part of my life,” said Balvin. “Now being able to support other artists through initiatives like ‘Dónde Está Jose?’ makes it even more meaningful.”
This collaboration is more than music or cars—it’s a movement celebrating Latin culture, community, and the next generation of talent. Through Volkswagen, J Balvin, and Vibra en Alta, Rayo continues to inspire artists to chase their dreams and amplify their voices.
