• by Laurie Sullivan  @lauriesullivan, October 13, 2015

Toyota, Yahoo and Live Nation will create original content highlighting new and emerging musicians from Toyota-sponsored music festivals across North America and stream concerts live on Yahoo, the companies announced Tuesday.

For Toyota, the partnership fosters and maintains relationships with fans long after festivals end, providing access to news articles and recaps of concerts. For Yahoo, it's about creating a stable of content it can share across its network of sites.

Similar to Google's move to stream live events and concerts on YouTube, Yahoo has become a destination for online live music. Toyota will sponsor upcoming Live Nation music festivals, such as Voodoo Music + Arts Experience. Yahoo will stream them its Live Nation Channel.

The first year of Live Nation programming on Yahoo received more than 135 million streams worldwide.

The deal also makes Toyota the exclusive sponsor of Rising, Yahoo's new Music site that gives fans an early look at artists before they, hopefully, become headliners, as well as sponsoring live-streamed concerts on the Live Nation Channel on Yahoo.

The site's search features let fan discover exclusives, performances, interviews, photos and more. The partnership marks the latest reach in Toyota's effort to expand Toyota Music. 

Rising and Toyota's Tumblr page will feature content from its sponsored festivals this year, such as Lollapalooza, Outside Lands, Nocturnal Wonderland and Life is Beautiful. The auto brand will create custom content for its Toyota Music Tumblr page, by tapping popular artists from the Tumblr Creatrs Network.

Yahoo's site, Rising, features articles and video recaps from the Toyota tent at music festivals across the country. Most are from new and emerging talent. Fans get a look at artists through interviews and behind-the-scenes original content such as an in-studio video series including a performance by Nathaniel Rateliff & The Night Sweats.