Hyundai RE:GENERATIONWritten by Branding Magazine / Featured in: Advertising, Automotive, Creative / 18.11.2011.
Tapping into the power of music, Hyundai joined forces with music’s biggest brand – The Recording Academy® (internationally known for the GRAMMY Awards®) – to become its “Official Vehicle Partner.”
The multi-year partnership extends well beyond awards night and will result in original music projects sure to please music fans across many genres and categories. In addition to being the exclusive GRAMMY® vehicle partner, Hyundai is working directly with The Recording Academy to identify and support new projects reflecting the brand’s creativity and desire to celebrate music year-round.
The partnership is being forged as Hyundai launches the 2012 Veloster. The first of many collaborations with The Academy is a unique concept called the RE:GENERATION MUSIC PROJECT that will yield a documentary film called “RE:GENERATION” which follows five modern DJs who – through the use of technology – are changing the way the world creates and experiences music. The project will also create five new electronic music tracks influenced by everything from country to classical. The new tracks include participation from multiple GRAMMY Award winners as they collaborate with each DJ to re-imagine their genre in each DJs’ unique style. You can also listen to the 5 songs on the official Hyundai YouTube channel.
“The all-new Hyundai Veloster, our three-door sporty coupe, connects with an audience that loves music,” said Steve Shannon, vice president of marketing, Hyundai Motor America. “Music and driving go hand-in-hand and Veloster gives creative individuals the tools to re-imagine a modern music soundtrack. Over the next few years, we’ll commission original works of art and new music projects that we can share with music fans everywhere, and the RE:GENERATION MUSIC PROJECT is the perfect kick-off to our collaboration with the GRAMMYs.”
More than 1.25 million visitors have already accessed content from the RE:GENERATION MUSIC PROJECT through social media channels. As the sole benefactor, Hyundai will also bring the story, content and experiences to this creative audience through film screenings, music festivals, digital apps, social media, online streaming and PR over the next 12 months. The Recording Academy will help make the film available by hosting special screenings and through its own social media channels.
“We are thrilled to partner with Hyundai to connect fans and car consumers to the power of music on Music’s Biggest Night® and throughout the year,” said Evan Greene, chief marketing officer for The Recording Academy. “Our brand partnership celebrates excellence in music and innovation, and we look forward to nurturing this relationship with exciting and creative projects over the next year.”
Hyundai will play a starring role for the GRAMMYs as both the “Official Vehicle Partner” of the GRAMMY Awards and GRAMMY Week. Hyundai’s partnership begins with two 60-second spots on the Nov. 30 CBS GRAMMY Nomination Show which will include content from the RE:GENERATION MUSIC PROJECT as well as behind-the-scenes footage. Then, as part of GRAMMY Week, Hyundai vehicles will grace the red carpet, chauffeur stars to the awards ceremony, and be on display at the official GRAMMY Celebration® after-party, as well as the Special Merit Awards and GRAMMY Nominee Reception.
Hyundai will also be a part of the Pre-GRAMMY Gala & GRAMMY Salute To Industry Icons® event at The Beverly Hilton Hotel the night before the awards telecast. Ten GRAMMY viewing parties in Recording Academy Chapter cities will include Hyundai displays as well. The 54th Annual GRAMMY Awards are set to air live from Staples Center in Los Angeles on Feb. 12, 2012, on CBS at 8 p.m. ET/PT.