Here, we show that the InfoNCE objective is equivalent to the ELBO in a new class of probabilistic generative model, the recognition parameterised model (RPM). When we learn the optimal prior, the RPM ELBO becomes equal to the mutual information (MI; up to a constant), establishing a connection to pre-existing self-supervised learning methods such as InfoNCE. However, practical InfoNCE methods do not use the MI as an objective; the MI is invariant to arbitrary invertible transformations, so using an MI objective can lead to highly entangled representations (Tschannen et al., 2019). Instead, the actual InfoNCE objective is a simplified lower bound on the MI which is loose even in the infinite sample limit. Thus, an objective that works (i.e. the actual InfoNCE objective) appears to be motivated as a loose bound on an objective that does not work (i.e. the true MI which gives arbitrarily entangled representations). We give an alternative motivation for the actual InfoNCE objective. In particular, we show that in the infinite sample limit, and for a particular choice of prior, the actual InfoNCE objective is equal to the ELBO (up to a constant); and the ELBO is equal to the marginal likelihood with a deterministic recognition model. Thus, we argue that our VAE perspective gives a better motivation for InfoNCE than MI, as the actual InfoNCE objective is only loosely bounded by the MI, but is equal to the ELBO/marginal likelihood (up to a constant).