How Toyota's Investment in Music Festivals Continues to Pay Off

The brand worked with Oath to live stream four events

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It’s one thing to find your target audience at (what some might call) a niche event like a music festival that can draw attendance numbers of 50,000-plus for some of the more popular events (like Life Is Beautiful or Stagecoach). Toyota has always wanted to connect with younger consumers through music and festivals but wanted to find a partnership that would allow the brand to connect with even more music lovers.

The brand teamed up with Oath in 2016 to begin live streaming some of these major events and creating a branded player that would stream the event across Oath properties. In



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