Honda lures the young with US YouTube channel image

While an official channel from an automaker on Google Inc’s YouTube is no surprise – with many actually having several, based on the region, the Japanese automaker has opted for a different kind of channel.

The new Honda Motor YouTube channel will be dedicated to the online music community, with the automaker streaming sponsored live events, from partners like Live Nation Entertainment Inc.

“Breaking through the clutter and reaching younger buyers through traditional advertising is proving more and more difficult in this always-on, digital generation,” said Tom Peyton, assistant vice president of advertising and marketing for Honda’s US unit.

According to an official statement from the Tokyo-based manufacturer, the new Honda Stage channel has the duty to showcase online videos, music news, interviews and performances from across the United States, among them concerts hosted by the iHeartRadio Theater in Los Angeles.

The Japanese company, a long running sponsor of music and festival events has partnered with Clear Channel Media & Entertainment, Vevo LLC and Sean “Diddy” Combs’s Revolt studios.

Via Bloomberg