Toyota teams up with Álvaro Díaz on music campaign

The campaign combines Toyota's Japanese heritage with the Japanese and Puerto Rican influences that run throughout OMAKASE

Toyota has partnered with Puerto Rican artist Álvaro Díaz on a music marketing campaign centred on his album OMAKASE. The collaboration includes a series of limited-edition artworks, live fan experiences and digital activations designed to connect audiences with the artist's work and cultural influences.

The campaign combines Toyota's Japanese heritage with the Japanese and Puerto Rican influences that run throughout OMAKASE, which has attracted more than 200 million streams worldwide.

Artwork celebrates cultural influences

As part of the partnership, Toyota and Álvaro Díaz commissioned two artists to create a collection of limited-edition posters inspired by the album's tracklist and visual identity.

The series features work by Japanese Korean American oil painter Shingo Yamazaki and Puerto Rican graffiti artist Bikismo. According to Toyota, the collection reflects the blend of Japanese and Puerto Rican artistic traditions explored throughout the album.

Fans to receive exclusive artwork

Fans attending Álvaro Díaz's performance at the Toyota Music Den stage during Lollapalooza will have the opportunity to receive one of the limited-edition posters. Toyota will also make the artwork available to fans through its Toyota Latino social media channels.

Paul Doleshal, General Manager of Motorsports and Sponsorships, Toyota: "At Toyota, we're passionate about helping fans discover the artists and cultural movements shaping what's next in music. We're thrilled to work with Álvaro Díaz, whose creativity, ambition and originality make him an exciting partner. From exclusive artwork collaborations to his upcoming performance at the Toyota Music Den during Lollapalooza, we're proud to create experiences that bring fans closer to the artists they love while helping drive music discovery forward."

Partnership extends music programme

The collaboration builds on Toyota's broader music marketing activities. Earlier this year, the company introduced OMAKASE to festival audiences during a listening experience at Sueños Music Festival in Chicago.

Toyota said the partnership with Álvaro Díaz will continue through future initiatives, including Sounds of the Road, presented with SiriusXM, a performance and interview series featuring emerging and established artists. An episode featuring Álvaro Díaz will be released in Spanish later this year.

www.toyota.com

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