• by Tanya Gazdik , August 3, 2023

Honda is partnering with 88rising with the goal of creating memorable experiences for music fans. 

The global music and media company represents Asian music talent in the United States. 

Honda’s collaboration with 88rising is one of the many ways the automaker connect with multicultural audiences, and part of the brand’s effort to build relationships with youth, says Phillip Lee, media department lead, Honda Marketing.

“Our involvement in music and lifestyle spaces over the past two decades remains a unique touchpoint in building a positive connection with this audience and supporting rising artists and creators from diverse backgrounds,” Lee tells Marketing Daily. “We always seek out new opportunities to engage next-gen car buyers through fun and exciting moments in culture.”

The brand is seeing results with its youth marketing efforts on Honda’s gateway/entry vehicles. Civic is the number one vehicle among millennial buyers, capturing the most Gen Z, first-time and multicultural buyers in the industry, and HR-V is America's most popular SUV with first-time, Gen Z, millennial and Hispanic buyers, according to the automaker. 

Honda is the official automotive partner of 88rising’s “Head in the Clouds” festival Aug. 5-6 in Pasadena, California. The Honda Double Happiness Stage will host performances by Stephanie Poetri, Phum Viphurit, Spence Lee and others. 

The deal also features the first Honda and 88rising apparel collaboration, “88 Type R,” which will launch at “Head in the Clouds” and also online.

Honda began collaborating with 88rising in 2022, with the launch of the all-new HR-V compact SUV. Honda and 88rising also released a docu-series featuring 88rising Indonesian singer-songwriter NIKI, Indonesian rapper Warren Hue and Chinese-American independent artist mxmtoon, sharing a look inside the career journeys of each artist.

Music also connects Honda with younger buyers via the Honda Civic Tour, which will soon launch its 22nd year.