Honda Motor Co. is starting a new online music channel on Google Inc.’s YouTube, showcasing live events it sponsors with partners including Live Nation Entertainment Inc.
Honda Stage will feature exclusive online videos, music news, interviews and performances drawn from events across the U.S., including concerts at the iHeartRadio Theater in Los Angeles, the Tokyo-based automaker said in a statement today.
Production partners also include Clear Channel Media & Entertainment, Vevo LLC and Sean “Diddy” Combs’s Revolt studios. Clear Channel will promote Honda-sponsored performances from the iHeartRadio theater on its radio stations.
The move lets Honda, Japan’s third-largest carmaker, step up its online brand awareness among young drivers. The company, which has long sponsored music and festival events, said launching on YouTube, the largest distributor of online music videos, will provide it with an opportunity to build brand awareness and loyalty.
“Breaking through the clutter and reaching younger buyers through traditional advertising is proving more and more difficult in this always-on, digital generation,” Tom Peyton, assistant vice president of advertising and marketing for Honda’s U.S. division, said in the statement. The company expects to garner “billions of impressions” with its partners, it said.