The automotive sector is awash with brands clambering over each other in a bid to connect with a new generation of car buyers, those fickle Generation Y consumers that are unimpressed by the glossy veneer of traditional advertising channels. For many auto manufacturers seeking a firm foothold with these new consumers music now offers up a credible mouthpiece.
However, it’s not just about music for music’s sake any more. Music has been the popular choice of conduit between brand and consumer for some time, with many familiar names utilising extensive music programs, whether its Scion’s long-running commitment to independent music, Seat’s music incentivised test drives, or Fiat’s one-to-one mentoring and broadcast platform for emerging artists.
What is interesting now is how auto brands are building platforms that offer ‘music plus’, delivering hybrid campaigns that cross genres (film, music, art, design) and speak directly to a culture that thrives on creation.
Hyundai is one such brand. The Korean manufacturer has embarked on a major creative push for the Veloster model, which in addition to music focused TV ads and the vehicle becoming the ‘Official Wheels' of the MTV EMAs, includes a large scale collaborative music project. The Re:Generation campaign sees a diverse range of modern and heritage artists (from Skrillex to the remaining members of The Doors) working together on a feature length documentary and the creation of five exclusive tracks. There will also be a number of live 'Remix lab's, fusing technology with gaming and music in the forthcoming months..
It’s a big project, but interestingly it’s one where the actual vehicle is barely visible, putting the focus squarely on the creative and the creators, playing directly into the passion points of this new audience. To evoke a response from the new creative class of music consumer - who are hell bent on rewriting the rules of music consumption - you now have to think laterally about your use of music.