Sum 41, American Hi-Fi, Hoobastank and More on Board for Tour

By | February 1, 2002 at 12:00 AM today announced its participation with Island Records in the Toyota Matrix “Fuel the Music” tour, a promotional concert tour in support of the all-new Toyota Matrix. The multi-faceted partnership capitalizes on several of’s unique and versatile capabilities including label relations with Island, along with artist booking, microsite development and hosting, and event webcasting. The agreement expands upon recent marketing initiatives between and both Toyota and Island Records.

Through its strong relationships with music companies such as Island, has enlisted hot rock acts Sum 41, American Hi-Fi, Andrew WK and Hoobastank (additional Island artists to be confirmed), to perform various dates throughout the eight week tour. also developed and maintains the tour’s promotional microsite ( ). As the official destination for the Toyota Matrix “Fuel the Music” tour, consumers will be directed to the site via print and radio outlets to find information on tour billing, dates, times and locations. The microsite will also provide links to the artists’ Web site, songs from the tour, automatic event notification, e-mail a friend capability, Matrix branded e-cards and links to the Toyota Matrix site at

The Toyota Matrix “Fuel the Music” tour is set to begin on Saturday, February 2 with simultaneous kickoff parties scheduled at Universal Studios in Hollywood with American Hi-Fi, and Universal Orlando Resort with Sum 41. will host live webcasts of each kickoff party event at the promotional microsite. In addition, both Hollywood and Orlando CityWalk will host activities including live musical performances, a climbing wall, fashion make-overs, video games and a BMX bike exhibition for consumers to enjoy.

“Toyota is one of the most respected names in brand-America,” states Terry Ash, senior vice president of sales at Vivendi Universal Net USA Music Group, who oversees sales initiatives for “We are thrilled that they recognize’s ability to leverage its services to help them reach young drivers.”

“’s far-reaching services are unprecedented,” said Steve Sturm, vice president of marketing for Toyota Motor Sales, U.S.A., Inc. “Their Internet capabilities, music expertise and understanding of the Matrix’s target demographic made them a perfect fit for the tour.”

“This tour is a great example of the integrated campaigns we are creating that stem from our strategic relationship with,” says Lyor Cohen, President/CEO The Island Def Jam Music Group. “The combination of their leading technology, their ties to quality brands like Toyota, and our premiere artist roster provides a unique way for us to all reach a common targeted audience.”

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