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Brands & Merch
Toyota looks to step up music partnerships platform in 2012
By CMU Editorial | Published on Friday 30 September 2011
Scion A/V, a US-based entertainment venture owned by car firm Toyota, is stepping up its music activity next year, according to Digital Music News.
Toyota has operated the Scion A/V online entertainment hub as part of its marketing for the Scion car range for a number of years, and music-wise struck up a number of partnerships with hip hop artists in the early years. Various artist partnerships have followed, some resulting in new releases. But next year, Scion plans to become a “fully developed music company” getting involved with, and funding, recordings, videos and touring for participating artists. Said artists will get marketing and tour support, and keep hold of any copyrights created by their work with the brand-owned venture.
In terms of music, Scion seems keen to be eclectic with its partnerships, a tie-up with alt metal outfit The Melvins amongst the recent announcements. Other artists involved include Steve Aoki, Switch, and King Kahn, and DMN says the car firm’s music enterprise could be working with 20 artists as of next year.
