Mar 19, 2013 at 03:26 PM
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F1 Team To Make Music With Columbia Records

The world's oldest record label and one of the world's most famous Formula One teams have come together to create music. Throughout the season ahead, Lotus and Columbia Records will provide free regular streaming playlists on the website, create bespoke CDs and vinyl products, and feature music guests and performances. Columbia's iconic "Walking Eye" logo will also be prominently featured on the bodywork of Lotus' E21 throughout the season.

The innovation partnership is another example of the team thinking beyond "sponsorship fees" to find a mutually beneficial partnership.

“This is a fantastic partnership for Lotus F1 Team and another brick in our communications activation plan," Eric Boullier, team principal of Lotus F1, said. "For the past two seasons, we have demonstrated our love of music and our capacity to reach a brand new audience through our press releases featuring song titles, our app with (band) Linkin Park and our CD compilation. To partner with Columbia Records and to have access to their impressive line-up of performers is superb for us. We are looking forward to showcasing Columbia’s artists in exciting and innovative ways and bringing a musical edge to the paddock in 2013.”

The team's first playlist is already available here. #dealstag