Toyota embraces Latino music, culture and heritage at music festivals

Members of the Red Pears joined Toyota for a meet and greet with fans during the Tropicalia Festival in Pomona, California.
Members of the Red Pears joined Toyota for a meet and greet with fans during the Tropicalia Festival in Pomona, California. | Photo courtesy of Toyota Motor North America

Toyota culminated in its 2019 music-festival season as the official automotive sponsor of the third annual Tropicalia Festival held Nov. 9-10 in Pomona, California.

The Toyota Musica interactive area featured the all-new 2020 Toyota Corolla sedan and the all-new 2019 Toyota RAV4 at each of the festivals in which it has taken part. Since June, starting with the Ruido Fest, Toyota has been at various music festivals partnering with emerging artists in the Latin music industry celebrating music and art together.

Toyota’s Music Den and Musica experience allowed festival-goers to express and applaud the Latino culture. Hashtag #MásLoud has been used to share and represent pride in the Latino heritage.

“Music permeates our lives daily – in the car, hanging with friends or celebrating with family,” Matt Ozawa, engagement marketing manager, Toyota Motor North America, said in a press release. “Supporting talented, emerging Latino talent is fundamental to our belief in bringing our guests closer to their favorite artists in an atmosphere that further propels music and cultural connections.”

Lollapalooza and Los Dells Festival were two more events at which Toyota made the music and art celebration louder in 2019. The Toyota stage has been graced by some of the Latin music scene’s most promising talents such as Ecuadorian contemporary urban artist Kablito, L.A. native indie/alternative band the Red Pears, and Mexican R&B and contemporary artist Nan de Miguel aka Girl Ultra.

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