Music Industry Moves: Troye Sivan Strikes Multi-Year Partnership With Smirnoff

variety.com:

Thania Garcia Smirnoff has named Troye Sivan its new “Chief Vibes OFFicer,” marking the start of a new multi-year partnership deal between the alcohol brand and the Grammy-nominated singer.

The partnership was announced by the brand on Monday with a video that mimicked a press conference announcing Sivan’s new “CVO” position.

The launch will be followed by Smirnoff’s sponsorship of Troye’s Australia and New Zealand tour with after parties in both Sydney and Melbourne. “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends,” Sivan said in a statement. “I see the brand all around the world, and whenever I do, it feels like something I want to be part of. ‘Go OFF’ is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.” Stephanie Jacoby, senior vice president of Global Vodkas, said: “We are so excited to partner with Troye – as someone who radiates joy and shares our ‘We Do We’ spirit he is the ultimate vibe shifter for his fans all around the world.

We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.