• by Fern Siegel , August 28, 2024

Bacardi Rum is the spirits partner for the 2024 VMA (Video Music Awards) on Sept. 11.

To promote both, it's teamed with Camila Cabello, the global face of the brand. She's also nominated in the "Best Pop" category.

Matthew Newcomb, Paramount Brand Studio’s senior vice president, integrated marketing, activation, said: “This partnership gives fans the opportunity to engage with MTV and Bacardi Rum through fun, authentic and shareable marketing activations that honor the best of music and create meaningful connections.”

During the show, the brand will debut custom content featuring “Camilizer” super-fans, produced by Paramount Brand Studio. At the awards, nominees and guests will be served various Bacardi cocktails, including the Moonwalk Mojito, That Mango Fuego and Bacardi 808.

In the week leading up to the awards, Bacardi will host a "Last Drops of Summer" party in New York, toasting this year's nominees. There is an interactive element for fans.Plus, limited-edition Bacardi x VMA Bottle will be on sale here, each with a distinct label showcasing MTV's Moon Person alongside a New York landmark, such as the Brooklyn Bridge.

During the broadcast, custom Bacardi content, produced by Paramount Brand Studio, will celebrate music and rum. For more information follow @bacardi  and @MTV on social channels.

Bacardi rum is made mainly in Puerto Rico. It was first blended in Cuba in 1862.