The Recording Academy has named Hyundai its "Official Vehicle Partner," it was announced today. The multiyear partnership extends beyond the annual GRAMMY Awards and will result in original music projects 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, a three-door coupe including technology that will change the way creative individuals experience driving. The first of many collaborations with The Academy is Re:Generation, a unique documentary that 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 diverse genres from country to classical. The new tracks include participation from multiple GRAMMY winners as they collaborate with each DJ to reimagine their genre in each DJs' unique style.
"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."
"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 kickoff to our collaboration with the GRAMMYs."
A trailer for Re:Generation is available at: www.regenerationmusicproject.com and on YouTube. Music videos and song downloads for all five music tracks will also be posted. 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 a PR campaign over the next 12 months. The Recording Academy will help promote the film via special screenings and through its social media networks.
Hyundai will play a starring role as the "Official Vehicle Partner" of both the GRAMMY Awards and GRAMMY Week. Hyundai's partnership begins with two 60-second spots on "The GRAMMY Nominations Concert Live!! — Countdown To Music's Biggest Night" on CBS on Nov. 30, 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 be featured on the red carpet, will chauffeur stars to the awards ceremony, and will be on display at the official GRAMMY Celebration after-party, as well as the Special Merit Awards & Nominees Reception. Hyundai will also be a part of the Pre-GRAMMY Gala and GRAMMY Salute To Industry Icons the night before the awards telecast. Additionally, 10 GRAMMY viewing parties in Recording Academy Chapter cities will include Hyundai displays.
The 54thAnnual 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.