Live Nation Driving Content With Toyota

As part of the deal, the upcoming Toyota-Sponsored Voodoo Music + Arts Experience will be live streamed on the Live Nation Yahoo channel. Toyota is also sponsoring Rising, a new channel on Yahoo Music highlighting upcoming artists in addition to other live-streamed concerts on the Live Nation channel.

Rising will stream video recaps from the Toyota tent at music fests across the country, artist interviews, and behind-the-scenes original content such as a new in-studio video series.

“From the Voodoo festival live stream on Yahoo, to the incredible Toyota activation at the event, to Toyota’s advertising support to the Live Nation Channel on Yahoo, we can touch the consumer in so many exciting ways, exponentially expanding Toyota’s reach to music fans,” said Kevin Chernett, LN’s EVP of strategic partnerships.

Additional Toyota-sponsored fests to be featured on Rising this year include Lollapalooza, Outside Lands, Nocturnal Wonderland and Life is Beautiful.

“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,” said Toyota’s media director Dionne Colvin-Lovely.