BMW partners with Grammy-winning artist Doja Cat for Coachella Music Festival 2022
Kimberley Ng
19/04/2022
The #RoadtoCoachella campaign by BMW continues with Doja Cat bringing the iX and i4 to the famous music festival Coachella in the Southern Californian desert.
INDIO, SOUTH CALIFORNIA
After a two year absence due to the pandemic, renowned music festival Coachella finally returns to the desert, and BMW i is also following along with its campaign, #RoadtoCoachella. Grammy-winning artist Doja Cat leads this year’s collaboration, joining the ranks of artists like Hans Zimmer and Khalid from previous years.
This year, BMW brings electric mobility to the desert with the iX and i4, in hopes of encouraging festival-goers to rethink the way they engage with mobility and sustainability.
The #RoadtoCoachella campaign was first launched in 2017 and sees artists co-creating designs for BMW i vehicles inspired by their work. These vehicles are then driven into the desert for the festival by a series of BMW ambassadors ranging from socialites, content creators, to models.
Stefan Ponikva, Head of Brand Communication and Experience at Coachella, was inspired by the futuristic elements in Doja Cat’s album Planet Her, prompting the collaboration. Doja Cat has designed an exclusive wrap design for both vehicles, inspired by the album.
The “Say So” singer has teamed up with world renowned photographer David LaChapelle and creative director Brett Alan Nelson to create the design seen below.
An image of Doja Cat can be found on the sides while her name is unmissable on the front bonnet, and the album name on the rear bumper. Beneath all that sits a shimmery space-dust like design in hues of pink and purple, an aesthetic not unlike ones seen in her visuals for songs like “Kiss Me More (feat. SZA)” and “Need To Know“.
As is tradition, the design will be reproduced on a number of vehicles that popular content creators and celebrities will be driving into the desert for the festival. Previous years saw socialite and DJ Paris Hilton as ambassador for the i8 in 2018 and again in 2019. They were designed by the lead singer of Portugal. The Man and Khalid respectively.
2022 however will see Inuk throat singer and activist Shina Novalinga taking the wheel. Other BMW ambassadors this year include TikTok creator Dixie D’Amelio and dancer and model Victoria Brito.
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About the Author
Kimberley Ng
The youngest and shortest of the CarBuyer Singapore bunch, Kimberley is the proud owner of a Volkswagen Golf GTI Mk1...diecast from Shuco. She runs the CarBuyer Singapore Tik Tok @carbuyersingapore. For unrelated purposes, her favourite song is Fast Car by Tracy Chapman. Special talents include impressions of famous rapper Lil' Jon. [email protected]/@kimmyk7
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