• by Tanya Gazdik , August 24, 2023

Land Rover is collaborating with British rapper, songwriter and actor Kano on the launch of the Defender brand’s TikTok account. 

The launch also sees the brand form a new digital community in parallel with the community of Defender owners. Kano has an authentic and innovative approach and is a pioneer in the British music industry, per the automaker. 

The Defender account aims to connect with an entirely new group of consumers with content created just for them to show the Defender is ready for a new generation, offering a combination of power and purpose.

To join the Defender brand on TikTok, consumers are invited to follow at www.tiktok.com/@defender

Land Rover’s individual vehicle brands are distancing themselves from the parent company moniker as expressed in the TikTok account, which says simply “Defender.” The account has only 65 followers as of the evening of its launch, perhaps in part because the lack of labeling makes it unclear it is an official account for the automaker. 

The Defender line-up includes 90, 110 and 130 body designs, with a choice of plug-in electric hybrid and mild-hybrid petrol and diesel power.

“Defender and music can both unlock powerful emotions, inspiring whole communities to go their own way, break new ground and embrace all kinds of adventures,” says Mark Cameron, managing director for Defender, in a release. “Launching our new account with Kano – a pioneer who has helped shape UK music and is a role model in that industry – is a fitting way for the Defender brand to make its TikTok debut.”