After two pandemic-related breaks and for the fourth time in a row, the BMW Group is using the Coachella Valley Music & Arts Festival as a platform to showcase e-mobility and its all-electric BMW iX and i4 models.
More than ever, the festival stands for a unique blend of extravagance, pure joy and a strong awareness of the socio-ecological challenges of our time. Inspire and be inspired is the BMW motto for the two festival weekends between 15 and 24 April 2022.
For Stefan Ponikva, Head of Brand Communication and Experience, Coachella is an ideal event to showcase the brand and the two all-electric BMW iX and i4 models:
"I'm really excited that Coachella is back. The need for emotional experiences is as important for brands as it is for people. Coachella embodies the perfect blend of inspiration, innovation and sustainable focus. This fits perfectly with the BMW brand values and goals and what turned out to be decisive for our renewed commitment. This year we are designing our communications with artist Doja Cat - she really inspired us with her ideas and creativity."
As one of the most influential artists of our time, Grammy award-winning artist Doja Cat is the dazzling new addition to a remarkable roster of co-creators supporting BMW with fresh impulses - during the Coachella Festival and far beyond.
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Inspiring instead of persuading.
Since launching with the #RoadtoCoachella campaign in 2017, the goal has been to find artists to partner and co-create with, engaging Coachella attendees in an authentic way while creating a natural relationship between the festival and the BMWi Series. After collaborating with Hans Zimmer, the alternative rock band Portugal, The Man and global superstar Khalid, BMW returns to the desert in 2022 with today's most influential artist, Doja Cat.
For Doja Cat, Coachella is all about creating something impactful.
“The show that I’m preparing for Coachella defines everything that I’ve done from day one. I never like to do the same thing over and over again, I want to embrace that instead of run from it”,
“BMW is an iconic brand and I am honoured to be working with them. Be on the look out at Coachella for some Doja inspired rides.”
Her success proves her right: Nominated for numerous music awards, she inspires more than 20 million Instagram followers with her expressive style and authentic personality. She convincingly embodies diversity, equality, creativity - and the BMW brand essence: Joy.
How creating things together benefits everyone
The 2022 BMW Coachella campaign features original content with exclusive behind-the-scenes looks at Doja Cat's Road to Coachella and her rehearsals. The custom BMW iX car wrap inspired by her Grammy-nominated album Planet Her is one of the highlights. For this unique work of art, Doja Cat teamed up with one of the world's most renowned photographers, David LaChapelle, and creative director Brett Alan Nelson. Creative collaboration with other designers is also the approach of the twenty other BMW ambassadors, including 13-time X Games gold medalist and Olympic skateboarding star Nyjah Huston, the German actor, LGBTI activist and best-selling author Riccardo Simonetti and the respected US fashion designer Tremaine Emory.
Supported by a fleet of all-electric BMW iX and i4 models, they will pass on the joyful atmosphere of Coachella 2022 to their diverse followers around the world - most likely, like the creative organisers of the festival, in an inspiring way to encourage a rethink of sustainability and mobility.
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