With the onslaught of music festivals generating a great deal of popularity over the years, it’s customary to remind festival-goers that music education is an imperative cause to raise awareness. In partnership with VH1’s Save The Music Foundation, Toyota is aiming to raise awareness for music education by hosting an interactive festival activation on-site at Grant Park in Chicago for the annual Lollapalooza weekend.
From July 28 until July 31, the activation will comprise of a large-scale pointillism art piece made of plexiglass and multicolored globes. Festival attendees and musicians will then be invited to sketch or write an answer to to the question “What Does Music Mean To You?” on the globes. Aside from that, attendees of Lollapalooza will be able to share their contribution to the activation space on social media with the hashtag #ToyotaGiving as a means of showing their full-fledged support in the effort to increase music education awareness.
Those who participate in the activation will be able to check back in during the Fall of 2016 for the results of their efforts. Around that time, both Toyota and VH1 Save The Music will present three different schools in Chicago with music equipment worth $30,000. The #ToyotaGiving campaign has a prolonged tradition of raising money through their festival activation. Last year, the campaign gave a $30,000 grant for music education to LaPlace Elementary School in New Orleans, LA.
“We’re so grateful to VH1 Save The Music Foundation for continually supporting music education” said Steve Appelbaum, Toyota’s National Engagement Marketing Manager. “Every student across the nation should have the opportunity to explore the power of music and have access to a complete arts education.”