On a recent afternoon on a soundstage in Brooklyn, Bacardi is a few hours into shooting a new ad. It has much of what you’d expect from rum marketing—a tropical bar with palm trees, beautiful people sipping cocktails, and lots of Bacardi bottles with their labels facing outward.
Pretty soon, the star will step in front of the camera. He is Caleb Calloway, a Latin Grammy nominee and multiplatinum producer whose work with the likes of J Balvin and Bad Bunny have notched over 22 billion streams.
Calloway has mixed the music for this spot. And that’s why, lounging on the sofa of his dressing room, he’s psyched about where it’ll be airing: the MTV Video Music Awards on Sept.
