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New Toyota Partnership Highlights Music on Yahoo

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Toyota Music Yahoo Rising

The new Rising website

Toyota is known for making reliable cars, but the brand is also proud to sponsor many initiatives across a wide variety of genres. From partnerships with charities to sponsorship of concerts, Toyota aims to give back to its fans whenever possible. The latest initiative comes from a partnership with Yahoo! Inc. and Live Nation, which will highlight new and emerging musicians from Toyota-sponsored music festivals across the country, plus streamed concerts on Yahoo.

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The partnership includes Toyota’s sponsorship of a new Yahoo Music destination, called Rising. The website will focus on up-and-coming artists and allow readers to get to know them before they become headliners. Additionally, Toyota will sponsor live streamed concerts on Yahoo’s Live Nation Channel.

“Through interactive activations at music festivals, the partnership will serve as an opportunity to amplify the onsite experience by maintaining engagement with fans long after the festival ends,” commented Dionne Colvin-Lovely, Director, Traditional and New Media, Toyota Motor Sales, U.S.A., Inc. “By bringing music and artists to consumers to view anytime and anywhere, the partnership strengthens Toyota’s effort to connect with fans in a meaningful and relevant way.”

In addition to the new content on Yahoo, Toyota will be uploading custom content to the Toyota Music Tumblr page focused on artists from the Tumblr Creatrs Network. Both the Tumblr page and Rising will feature content from Lollapalooza, Nocturnal Wonderland, Outside Lands, and Life is Beautiful—all Toyota-sponsored festivals.

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