Over four years, Hyundai evolved its iHeartRadio Music Festival sponsorship into a signature, fan-first music experience that lived both inside and outside the festival gates. I helped shape the partnership into a destination—anchored by a free, outdoor Hyundai-presented stage with an integrated dance floor—giving fans unprecedented access to live music and performances as part of the larger festival ecosystem.
At the heart of the activation was the Hyundai House of Music, a fully immersive brand experience that blended performance, play, and pop culture. Guests stepped into Hyundai vehicles transformed into karaoke lounges, singing along to tracks from festival performers, while engaging with interactive giveaways, a light-up dance floor, and shareable moments designed for social amplification. As presenting sponsor of the stage and primary brand partner of the House of Music, Hyundai became synonymous with discovery, self-expression, and joy through music.