• by Karl Greenberg , November 18, 2011

Hyundai has inked a three-year partnership with the Recording Academy to become its “Official Vehicle Partner.” The multi-year partnership gives Hyundai the role of exclusive vehicle partner of the Grammys as well as original music projects.

The partnership focuses on the Hyundai 2012 Veloster, a three-door coupe that the automaker is marketing to 20 and 30-something multitaskers.

Hyundai actually began the collaboration last month with Re:Generation, a program centered on a documentary about a disparate group of DJ's who get together with legendary talents in different music genres to create five new electronic music tracks.

Steve Shannon, VP marketing at Fountain Valley, Calif.-based Hyundai Motor America, said in a statement that the multi-year partnership involves Hyundai commissioning original works of art and new music projects.

The Re:Generation trailer is at www.regenerationmusicproject.com, and youtube.com/veloster, where the five songs will also be posted. Hyundai says some 1.25 million visitors have accessed content via social media channels. In addition to screenings, the automaker will have digital apps, social media, online streaming and PR over the next year around the project, per Hyundai.

As part of Hyundai's partnership with The Recording Academy, the latter will host screenings and make the film content available through its own social media channels.

Meanwhile, Hyundai gets star billing as “Official Vehicle Partner” of both the Grammy Awards and Grammy Week. The automaker will run two 60-second spots on the Nov. 30 CBS Grammy Nomination Show. Hyundai says the two spots comprise content from the Re:Generation project plus behind-the-scenes video assets.

At the 54th Annual Grammys at Staples Center on Feb. 12 (the show airs on CBS) Hyundai will have vehicles around the red carpet leading up to the venue, and the automaker's vehicles will also chauffeur stars to the awards ceremony, and be on display at the "Grammy Celebration" after-party.

The automaker says its cars will also be at the Special Merit Awards and Grammy Nominee Reception. It will also have a presence at the Pre-Grammy Gala & Salute to Industry Icons event at the Beverly Hilton Hotel the night before the telecast. Finally, 10 viewing parties in Recording Academy Chapter cities will include Hyundai displays.