J Balvin Talks Buchanan's Partnership, Unstoppable Latino Power & Vibras Tour: Exclusive Interview

Courtesy of Buchanan
J Balvin in an ad campaign for Buchanan's Imparables Colección.

As brand partner, J Balvin has kicked off Buchanan’s new campaign "Imparables Colección."

From “Ay Vamos” to “Mi Gente,” J Balvin’s music has gotten fans all across the globe on their feet. His innovative urban fusions and catchy lyrics are here to make a statement: Latinos are unstoppable! Through his continuing partnership with Buchanan’s, the Colombian singer has been named the creative director of the whisky brand’s new campaign, Imparables Colección, a collection that promises to bring to the forefront the new generation of creative, rising, unstoppable Latinos.

To kick off the campaign, he designed a limited-edition bottle of Buchanan’s 12-Year-Old DeLuxe, featuring art inspired by his culture, which will be sold nationwide in the spring of 2019.  

Billboard sat down with Balvin to talk all about his Buchanan’s partnership and upcoming Vibras tour, which will kick off Sept. 19 in Fresno, Calif. and culminate on Oct. 28 in Miami, Fla.

As creative director of the new campaign, Imparables Colección, what are you bringing to the table?      

The idea is to continue taking the Latino culture to another level, keep growing. In this campaign, we want to encourage everyone to take part in the campaign and design their own bottle. I want artists from all over the world to get inspired, to participate, send their design with their own personal touch, and we will pick the best one. It’s going to be a very cool campaign.

Only artists can participate?

No, anyone who wants to. An artist is whoever wants to express an emotion, their feelings. In fact, I’ve selected four artists to join me in creating limited-edition works showcasing their own greatness: Puerto Rican musician Bad Bunny, Cuban-American painter Alexander Mijares, Mexican-American sculptor David Flores, and Colombian painter Sabrina Yanguas.

Why is this new campaign called “Los Imparables”?

The first campaign was “Es Nuestro Momento” and now we are achieving big moves as Latinos. We are making real statements. In my case, I want to take Latin music the furthest we can and I think that those dreams make us “unstoppable.”

So, what can fans expect from the limited-edition Buchanan’s bottle that you designed?

More than my Colombian roots, I based it on all Latinos. It will have lots of colors, lots of vibes. It’s going to be spectacular.

 

Just as they did with your Energia tour, Buchanan’s is powering your Vibras Tour. What’s in store this time around?

This tour pays homage to the word “imparables.” For the first time, I took the risk to change the game. I invested a lot in my tour and hope to give the best show to my fans. The entire production is a colorful attraction as if you’re in an amusement park.

Going back to Buchanan’s “Es Nuestro Momento” campaign, how do you think that applies to Latin music nowadays.

This is our moment and it will continue being our moment. People feel that and have noticed that with our music and that’s what makes us unstoppable.

How to participate:

Beginning October 10 through October 31, creators age 21 and over can enter their designs at esnuestromomento.com.