Troye Sivan Named Smirnoff’s First-Ever “Chief Vibes Officer”

Fresh off the North American leg of his Sweat tour, GRAMMY-nominated singer and certified vibe curator Troye Sivan is stepping into a new role: Smirnoff’s first-ever Chief Vibes Officer. Okay, so it’s not exactly a “real” job title (don’t come for HR), but it’s a perfect match for Sivan’s free-spirited energy and Smirnoff’s mission to bring people together through its We Do We campaign.

Troye is all in on this partnership, promising to hype fans up to “Go OFF” by “bringing people together and being ourselves.” The campaign is all about celebrating connection, and who better to lead that charge than the artist who’s been lighting up stages alongside Charli XCX? Smirnoff’s Senior Vice President for Vodkas, Stephanie Jacoby, couldn’t agree more: “We knew from the moment we first spoke to Troye 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.”

But Troye isn’t just here to drop buzzwords—he’s already been putting in the work. Smirnoff joined forces with Sivan during the Australia and New Zealand stops of his tour, throwing exclusive after-parties in Sydney and Melbourne that oozed the We Do We spirit.

The big announcement came in the form of a playful press conference, because why not add a little drama to the vibes? Check out the reveal video above, and stay tuned to Smirnoff’s Instagram for all the updates on Troye’s new gig.

DISCLAIMER: We’re all about the good times, but remember to drink responsibly and legally.