Hyundai and Spotify have collaborated on a new digital experience that is designed to “inspire divers and music fans” according to a press release. The ‘My City Unlocked’ digital experience connects three emerging artists with their hometowns. Audio and visual storytelling delivers a virtual tour of those towns.
The release of these experiences are occurring in tandem with the launch of the 2021 Hyundai Elantra.
The three cities that are part of the tour include Miami, New York City, and Los Angeles. Lauren Jauregui, who has collaborated with some of the world’s biggest artists and producers, sold millions of records worldwide, and has amassed millions of global streams will share her take on Miami. Amber Mark, who was nominated for “Best Engineered Album” at the 61st Annual Grammy Awards in 2019, shares her take on NYC. The City of Angels is described by Gryffin, who is most known for remixing some well-known songs such as Tove Lo’s “Talking Body”, Maroon 5’s “Animals” and Years & Years’ “Desire.”
A new immersive storytelling experience is available on Spotify.Photo courtesy of Hyundai Motor America
“Through this first-of-its-kind partnership, we are using music as a content centerpiece to connect the feeling of unlocking better local experiences with the technology-infused 2021 Elantra. It’s the perfect vehicle for exploring the city,” said Angela Zepeda, CMO, Hyundai Motor America.
“We are only just beginning to explore the creative storytelling potential of streaming audio and marketers are taking notice,” said Spotify’s Brian Berner, Head of North America Ad Sales. “Together with Hyundai, we’re bringing together the richness and intimacy of audio and our streaming intelligence to shine a light on local culture and creators, unlocking the many ways that audio can be used to captivate audiences and deliver the impact that brands expect.”
“My City Unlocked” is accessible through a co-branded digital and mobile experience, hyundai.withspotify.com. Users select an artist to access their specific city guide playlist with scenic storytelling and local attractions selected by the artist. Each artist will also delve into personal stories about their hometown with popular entertainment reporter Terrence J in a branded podcast, “Unlock My City With…,” available only on Spotify.