• by Tanya Gazdik , Yesterday

Toyota recently partnered with music nonprofit Music Will to further support its commitment to aspiring young artists. 

The deal includes a $75,000 donation by the automaker. 

The nonprofit delivers hands-on, culturally responsive music education to more than a million students in thousands of public schools nationwide.

Music is a universal connector, says Kaitlin Marie Pennell, senior analyst, Toyota, adding that the automaker has been supporting emerging artists for many years. 

The partnership with Music Will took students from the classroom to immersive performances at festivals and a live concert. Participating students performed at two Toyota-sponsored festivals including ONE Musicfest in Atlanta, Georgia and Camp Flog Gnaw Carnival in Los Angeles.

Students from Verdugo Hills High School had a chance to meet and chat with rising Latin Grammy-winning artist ELA Taubert, who shared her musical journey with them in addition to giving them a behind-th- scenes look at her concert in Los Angeles.

Meanwhile, Honda’s music marketing continues to focus heavily on connecting with younger audiences through platforms like the Honda Stage and the Honda Civic Tour.

Honda’s initatives feature diverse artists, music festivals (like Austin City Limits, Head in the Clouds), and digital content (TikTok, YouTube) to build emotional appeal and drive consideration.