• by Tanya Gazdik , April 20, 2023

BMW is returning as the official automotive partner of the Coachella Valley Music and Arts festival for the fifth time.

The automaker will use the event to launch the 738-horsepower plug-in hybrid electric BMW XM “Label Red” model.

The festival’s other partners this year include Absolut, Adidas, American Express, Aperol Spritz, Coca-Cola, Google Pixel, H&M, Heineken, Kim Crawford, Neurogena, Postmates and YouTube.

To showcase the individuality of the special edition range-topping SUV, BMW is enlisting a global team of likeminded artists and cultural creators to express themselves.

Performers including Charli XCX, Earthgang and Uncle Waffles, as well as the female German rapper du jour Badmomzjay, Grammy-award winning singer-songwriter Nija Charles, and South Korean choreographer Leejung Lee.

The campaign is an extension of a project which began last winter during Art Basel Miami Beach.

The Coachella festival, which spans across two weekend in April, began in 1999 as a mecca for creators and performers. The event occurs annually at the Empire Polo Club in Indio, California and features musical artists from several genres of music.

The automaker’s goal is to be “at the heart of where the creative magic happens,” says Stefan Ponikva, vice president brand communication, brand experience at BMW Group. 

“BMW wants to enable artists – musicians, designers, actors, storytellers – to express themselves and engage with our brand and the first-ever BMW XM,”  Ponikva says in a release.

The BMW XM “Label Red” features an illuminated BMW kidney grille and signature Toronto Red exterior trim. The rear passenger area was modeled after a luxurious lounge, complete with diamond quilted BMW Individual Vintage Merino leather seats.