In addition to the collaboration, Toyota will also sponsor live-streamed concerts on Live Nation’s Yahoo channel, the company announced in a release.
Rising will feature both written and video content, including reviews and recaps from the Toyota tent at the car-sponsored music festivals (which include Lollapalooza, Outside Lands, Nocturnal Wonderland and Life is Beautiful).
It will also feature interviews and in-studio video performances with talent secured by SpinMedia, along with artists from the Yahoo-owned Tumblr Creatrs Network. The first band featured will be Nathaniel Rateliff & the Night Sweats (pictured).
Dionne Colvin-Lovely, director of traditional and new media at Toyota, said in a statement that expanding the company’s music-themed offerings, especially live-streamed events, will help to expose a greater number of music fans to the auto brand.
As part of its partnership with Yahoo and Live Nation, Toyota will sponsor upcoming Live Nation festivals, such as Voodoo Music + Arts Experience, which will also be streamed on Yahoo.
Music festivals and events have proven to be a huge and increasingly popular vertical in 2015 — marketing firm UG Strategies recently announced it would create a new digital network focused solely on streaming music festivals, and AOL partnered with LiveXLive in September to stream the Rock in Rio festival (shortly before announcing its own dedicated live-event streaming service).