Honda is hoping its foray into music content, called Honda Stage, will lure young buyers.
Automakers often seek different ways to connect with customers and Honda has decided to take a stab at reaching out to its younger buyers with Honda Stage, a YouTube music channel.
The Japanese maker is partnering with Live Nation, Clear Channel Media and Entertainment, Sean “Diddy” Combs, Revolt and Vevo to develop the channel.
“Breaking through the clutter and reaching younger buyers through traditional advertising is proving more and more difficult in this always-on, digital generation,” said Tom Peyton, assistant vice president of Advertising and Marketing for American Honda Motor Co., Inc.
Using music to get the attention of those under 30 isn’t new. Automakers have sponsored music tours forever. In fact, Honda has put on the Honda Civic Tour since 2001, bringing lesser known acts on the annual tour. Honda Stage is a little more involved. The goal is create a music channel that is continually playing popular songs from live performances and exclusive online content.
“Honda is making an even bigger investment in music than ever before. To bring this type of experience to music lovers we had to assemble a program from scratch bringing together both live and online elements that can only be found through Honda Stage.”
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Honda will funnel music for its new channel will come from a number of sources:
- Honda Stage at the iHeartRadio Theater L.A. will bring dozens of live and intimate performances by the hottest acts. The concert series will be promoted on air and online across Clear Channel radio stations, which reaches more than 245 million monthly listeners nationwide, and through iHeartRadio, Clear Channel’s all-in-one digital music service.
- Several major custom Honda Stage concert events in iconic locations across the U.S. produced by Live Nation
- Honda Stage at REVOLT Studios Hollywood will deliver regular live interviews and in-studio performances on the Honda Stage, broadcast on REVOLT TV, the iOS and Android REVOLT apps and the Honda Stage YouTube Channel
- Honda Stage at top US Festivals, including performances by leading artists at Governors Ball in New York, Austin City Limits Music Festival and Music Midtown in Atlanta
- Honda Civic Tour, now in its 13th year, will become three successive tours targeting specific genres, featuring Grouplove and Portugal. The Man, American Authors and 3BallMTY.
“This just pencils out as a smart program due to the massive content distribution platforms. With an expected reach of billions of music fans, the Honda Stage program will reach potential customers far beyond traditional TV advertising,” said Peyton.
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Honda will have many of its new products at these events, including the Civic, Fit and its new HRV small crossover. Honda will continue its Civic Tour, now in its 13th year. The Honda stage at the Revolt Studios Hollywood in Los Angeles will be broadcast on Revolt television.