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

The brand worked with Oath to live stream four events

Why Toyota continues to invest in live music. Facebook: Toyota

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.

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@ktjrichards Katie Richards is a staff writer for Adweek.