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Hyundai named official vehicle sponsor of the Grammys

The Fountain Valley-based auto company has partnered with The Recording Academy.

By Kylie MalstromPublished: November 21, 2011 07:15 AM

Hyundai has partnered with The Recording Academy, a music brand that handles the Grammy Awards, to become its Official Vehicle Partner. This partnership is the result of the auto company’s passion for creativity and a celebration of music, say Hyundai and Recording Academy reps.

The first collaboration between the two companies is the RE:GENERATION MUSIC PROJECT. It will result in “RE:GENERATION,” a documentary that will follow five DJs who use technology to change the way the world creates and experiences music. The project will also generate five electronic music tracks inspired by a broad spectrum of genres. Grammy Award winners will participate in the creation of the tracks.

Hyundai celebrates this partnership as it launches the 2012 Veloster, a three-door coupe incorporating technology expected to change the way car owners experience driving.

"The all-new Hyundai Veloster … connects with an audience that loves music," said Steve Shannon, vice president of marketing of Hyundai Motor America. "Music and driving go hand-in-hand, and the Veloster gives creative individuals the tools to reimagine a modern music soundtrack. Over the next few years, we'll commission original works of art and new music projects that we can share with music fans everywhere, and the RE:GENERATION MUSIC PROJECT is the perfect kick-off to our collaboration with the Grammys."

A trailer of the “Re:Generation” film can be found at regenerationmusicproject.com and at youtube.com/Veloster.

"We are thrilled to partner with Hyundai to connect fans and car consumers to the power of music on music's biggest night and throughout the year," said Evan Greene, chief marketing officer for The Recording Academy. "Our brand partnership celebrates excellence in music and innovation, and we look forward to nurturing this relationship with exciting and creative projects over the next year."

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