Nov 29, 2011 at 02:36 PM
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The Grammy's Get Official Vehicle Partner Through 2014

Hyundai has been named the "Official Vehicle Partner" of the Grammy Awards in a new three year deal that will see the automaker collaborate with the The Recording Academy to launch original music projects. The first of collaboration with The Academy is Re:Generation, a documentary that follows five modern DJs who — through the use of technology — are changing the way the world creates and experiences music. The project will also create five new electronic music tracks influenced by diverse genres from country to classical. The new tracks include participation from multiple GRAMMY winners as they collaborate with each DJ to reimagine their genre in each DJs' unique style.

"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."

"The all-new Hyundai Veloster, our three-door sporty coupe, connects with an audience that loves music," said Steve Shannon, vice president of marketing, Hyundai Motor America. "Music and driving go hand-in-hand and Veloster gives creative individuals the tools to re-imagine 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 kickoff to our collaboration with the Grammy's."