In a move sure to be closely watched, Honda said Wednesday it is committing millions of dollars to create its own YouTube music channel featuring recorded performances from dozens of live events and concerts, according to USAToday.
"We're going to get into the content business," says Tom Peyton, assistant vice president of advertising and marketing for American Honda.
Honda is teaming with concert promotors Live Nation, radio giant Clear Channel Media and Entertainment, Sean "Diddy" Combs Revolt, Vevo and YouTube in the initiative.
It will be called Honda Stage.
Though its highly ambitious, the effort is aimed in the end at selling cars to younger drivers. Honda has a slew of new models aimed at younger buyers on the way. It plans to start by promoting the new version of its Fit small car, then its new small, inexpensive crossover, the HRV.
Honda says music for its new channel will come from a number of sources.
- Performers will put on concerts at the Honda Stage at the iHeartRadio Theater L.A. that it says will be promoted by Clear Channel on its radio stations.
- Live Nation will put on several concerts across the country.
- There will also be a Honda Stage at major events like Austin City Limits in Texas and the Governors Ball in New York.
- Honda will continue its Civic Tour, now in its 13th year.
- The Honda stage at the Revolt Studios Hollywood in Los Angeles will be broadcast on Revolt television.
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