BrandArena: Hyundai in association with The GRAMMYs present RE:GENERATION Music Project

Monday 21 November 2011

Hyundai in association with The GRAMMYs present RE:GENERATION Music Project

Tapping into the power of music, Hyundai joined forces with music’s biggest brand – The Recording Academy (internationally known for the GRAMMY Awards) – to become its “Official Vehicle Partner.”

The multi-year partnership extends well beyond awards night and will result in original music projects sure to please music fans across many genres and categories. In addition to being the exclusive GRAMMY® vehicle partner, Hyundai is working directly with The Recording Academy to identify and support new projects reflecting the brand’s creativity and desire to celebrate music year-round.

The partnership is being forged as Hyundai launches the 2012 Veloster. The first of many collaborations with The Academy is a unique concept called the RE:GENERATION MUSIC PROJECT that will yield a documentary film called “RE:GENERATION” which follows five modern DJs who – through the use of technology – are changing the way the world creates and experiences music. The project will also create five new electronic music tracks influenced by everything from country to classical. The new tracks include participation from multiple GRAMMY Award winners as they collaborate with each DJ to re-imagine their genre in each DJs’ unique style. You can also listen to the 5 songs on the official Hyundai YouTube channel.

 Hyundai will also be a part of the Pre-GRAMMY Gala & GRAMMY Salute To Industry Icons® event at The Beverly Hilton Hotel the night before the awards telecast. Ten GRAMMY viewing parties in Recording Academy Chapter cities will include Hyundai displays as well. The 54th Annual GRAMMY Awards are set to air live from Staples Center in Los Angeles on Feb. 12, 2012, on CBS at 8 p.m. ET/PT.

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