In 2020, we embarked on a campaign to embed BMW into the lives of new audiences with an authentic music platform, BMW Play Next, to showcase the best-emerging artists. A pioneering and ground-breaking new music podcast was launched, hosted by Edith Bowman, helping fans discover their new, favourite artists.
Along with pioneering new artists, each episode featured a music industry guest to talk about the latest topics shaping the music industry from the likes of Gilles Peterson, Disclosure, Wolf Alice and Hans Zimmer.
It also had some impressive results. We’ve created 16 episodes working with 127 emerging artists, topping the Apple Music chart & featuring on major podcast carousels. To date, BMW Play Next has had 125,298 downloads.
In 2021 and 2022, BMW further demonstrated its commitment to supporting new talent with the BMW Play Next stage at All Points East. The partnership allowed BMW to expand its reach and build its equity in music further. Along with the BMW Play Next stage, BMW offered the artists use of electric vehicles to and from the festival, highlighting BMW’s and All Point East’s sustainability vision.
