• by Tanya Gazdik , October 31, 2019

Land Rover is the founding sponsor  of 4xFAR, a weekend live music festival event in Coachella, California.

The event aims to “combine award-winning musical performances with lifestyle, culinary and adventure experiences.” It will take place Jan. 18-19 at the Empire Grand Oasis in the Coachella Valley.

4xFAR will be the first opportunity for consumers to experience the new 2020 Land Rover Defender on a purpose-built off-road course, along with a full range of current Land Rover vehicles.

The 2020 Land Rover Defender will make its North American debut at the Los Angeles Auto Show in mid-November. The launch expands the Land Rover lineup to three families of SUVs: Range Rover, Discovery and Defender.

The festival will feature headline performers Anderson Paak & The Free Nationals and Mark Ronson & Q-Tip, among others.

The weekend event will also include special displays of heritage vehicles from the brand’s 71-year history, with parking corrals to feature Land Rover Club members making the trek to the Coachella Valley.

There will be an adventure area created with media partner Outside, offering guided workshops in activities such as slacklining, rock climbing, yoga & mobility, mountain biking and wilderness safety.

Chase, the financial partner for Land Rover, will host the VIP Oasis area for guests.

Other activities will include athlete and ambassador programs from Land Rover partners including professional volleyball player Gabby Reece and big-wave surfer Laird Hamilton, the United States Equestrian Federation and the United States Ski and Snowboard.

According to a 2014 study, the top brands sponsoring music festivals are Anheueser-Busch, Pepsico, Inc., Coca-Cola Co., Heineken N.V., Millercoors, LLC, Red Bull, Verizon Wireless. and Ford Motor Co.