Bacardi Returns to VMAs with Revived Dance Category

The partnership, tied to the brand's 'Do What Moves You' campaign, aims to underscore the cultural influence of dance music. Lisa Pfenning, vice president of Bacardi in North America, noted that reintroducing the category recognizes the genre's role in driving modern trends, from viral social media movements to club culture. To mark the occasion, Bacardi collaborated with Paramount Media Labs on a content series titled 'It All Starts With a Beat,' featuring producer Caleb Calloway and choreographers Dexter Carr, Gabi Barra, and Dario Boatner. The campaign reimagines iconic tracks from previous award winners, including works by Jennifer Lopez and Ricky Martin, through fresh Latin-inspired remixes.

On the night of the ceremony, hosted by Snoop Dogg in Los Angeles on September 27, the brand will provide a curated menu of cocktails. The lineup includes the Moonwalk Mojito, Agua Fresca, Coco Colada Spritz, and the Bacardi 808. This year's VMAs, which will be broadcast on CBS and streamed via Paramount+, represent a return to the West Coast for the awards show for the first time since 2017. Matt Newcomb of Paramount Media Labs described the collaboration as an effort to align brand vision with the current resurgence of dance music, creating an experience that bridges the gap between artists and their audiences.