Relentless Beats

Nocturnal Wonderland Teams Up With Toyota to Support Music Education

Out of all there was to do and see at Nocturnal Wonderland, there was a certain funky looking tree that wasn’t only fun to look at, but also gave the crowds the opportunity to give back. Toyota recently announced a new interactive festival activation and social media campaign to benefit VH1 Save The Music, a national organization committed to ensuring that music instruction is a core component to a complete education.

VH1 Save The Music Foundation

Toyota had the idea to build a glowing, life size Whispering Willow tree on the festival grounds at Nocturnal in order to showcase the positive impact that music has on our lives. With the reputation that these sort of events can have, it’s nice for people who don’t know all that much about it to see a positive outcome like this one. The huge beautiful tree fit right in with its forest-like atmosphere in the San Bernadino Mountains, and was customized to follow the theme of Toyota’s on-site space, which has a psychedelic, fun feel. Visitors were asked to write what music means to them on a leaf, hang the leaf on the tree, take a photo, and post to social media with the hashtag #ToyotaGiving. For each social media post, Toyota will donate $1 to VH1 Save The Music.

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As the weekend progressed, I continued passing by the tree seeing it grow full with leaves and come to life, showing how important music is to our lives. The entire Toyota area easily grabbed my attention with fun music and flashy lights all around the tree. The tree will be making stops at five festivals including Lallapalooza in Chicago, IL, Outside Lands in San Francisco, CA, Nocturnal Wonderland in San Bernadino, CA, and lastly Voodoo Music & Arts Experience in New Orleans, LA. By the end of the five festival run, Toyota will make a donation to VH1 Save The Music for the organization to restore a musical instrument program for an entire school.

“As a socially conscious company, Toyota is constantly searching for new and innovative ways to take action in the world around us,” says Steve Appelbaum, National Manager of Engagement Marketing, Toyota Motor Sales, U.S.A. “We believe that music education enhances students’ lives by cultivating creativity and stimulating the self-confidence needed to fuel lifelong success. Toyota is thrilled to partner with VH1 Save the Music to invest in improving the quality of education in schools across the country. We are so pleased to partner with Toyota and bring a music education component to these festivals,” said Paul Cothran, Executive Director of VH1 Save The Music. “It’s just another way for us to reach people that really care about music and want to ensure that it remains a core piece of a quality education.”

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