Honda partnered with a global music and media company to offer music fans a unique experience at Coachella.
88rising, which represents Asian talent, created the Honda Chill Hall at its Cloud Mansion event, along with documentary-style content featuring Indonesian singer-songwriter Niki.
The venue gave consumers a first look at the all-new 2023 Honda HR-V, which Honda billed as “the perfect vehicle for that next musical festival adventure.” It was integrated into a light show choreographed to a mix of dance and chill-hop music curated by 88rising Radio.
Niki, who owns a 2022 Honda CR-V Hybrid, attended the festival on April 16 and 17 and posted about her appearance at the Honda Chill Hall on social media. The Tweet has gotten more than 60,000 views.
She will be featured in an upcoming docuseries presented by Honda.
It will follow Niki’s journey as an artist, and as the first female Indonesian artist with individual billing at one of the biggest music festivals in the U.S. It premieres this May on 88rising’s YouTube.
For over two decades, Honda has brought exclusive experiences to music fans, with programs like the Honda Civic Tour, and premier music festival partnerships. The automaker’s music initiatives feature online music content and behind-the-scenes interviews with performers.
Honda’s partnership with 88rising and their emerging Asian artists is the latest addition to the brand’s music programming connecting Honda with new, younger car buyers, per the automaker.