Lotus F1 Extends Columbia Records Partnership
By Community | March 17, 2013
As the F1 season commenced with victory for Lotus driver Kimi Raikkonen, Columbia Records will provide free regular streaming playlists on the new www.lotusf1team.com website.
Additionally, the iconic “Walking Eye” logo will feature on the bodywork of the E21 all season.
Eric Boullier, Team Principal, Lotus F1 Team, said: “This is a fantastic partnership for Lotus F1 Team and another brick in our communications activation plan. 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 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.”
Mark Terry, Co-MD Columbia Label Group, added: “From our first meetings with the Lotus F1 Team it’s been obvious that they have a great commitment to a music strategy that will be hugely beneficial to Columbia and our artists as well as the Lotus F1 family. We have some exciting activations planned and it’s going to be a thrill to see our iconic label on the E21.
“I want to acknowledge the Platinum Rye agency for working with Sony Music’s Synchronisation department to bring this partnership to life. There’s been an understanding from the get go of how unique this relationship could be and the opportunities it affords both parties