Toyota To Sponsor Yahoo's 'Rising' Channel

New Collaboration

 TOYOTA, YAHOO! and LIVE NATION have partnered to create original content that highlights new and emerging musicians from TOYOTA-sponsored music festivals across NORTH AMERICA, as well as live streamed concerts on YAHOO.

With this collaboration, TOYOTA will be the exclusive sponsor of "Rising," a new destination on YAHOO MUSIC that gives fans an early look at artists before they become headliners, in addition to sponsoring live streamed concerts on the LIVE NATION Channel on YAHOO.

“Through interactive activations at music festivals, the partnership will serve as an opportunity to amplify the onsite experience by maintaining engagement with fans long after the festival ends,” said TOYOTA MOTOR SALES, U.S.A. Dir./Traditional and New Media DIONNE COLVIN-LOVELY. “By bringing music and artists to consumers to view anytime and anywhere, the partnership strengthens Toyota’s effort to connect with fans in a meaningful and relevant way.”

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