Toyota gets Ben&Ben in the mix
ARTISTS from six Asian countries, including Ben&Ben’s Paolo and Miguel Benjamin, turn Toyota vehicle sounds into original music through the Move Your World Beat campaign.
PHOTOGRAPH COURTESY OF TOYOTA
Toyota Motor Asia has tapped Ben&Ben members Paolo Benjamin and Miguel Benjamin to represent the Philippines in a regional music project that turns vehicle sounds into original tracks.
The twin brothers join musicians from five other Asian countries in Toyota’s Move Your World Beat campaign. The project asks each artist to record sounds produced by a Toyota vehicle and use them as part of a new composition.
A click from a switch or the low hum heard inside a car could become a beat, melody or background layer. Each artist will interpret the sounds through a musical style tied to their own work and culture.
Paolo and Miguel are part of the Filipino indie folk-pop band Ben&Ben, which has gained a large following at home and across the region.
Their participation gives Philippine music a place in a lineup that includes Belle Sisoski of Malaysia, Natasha Noorani of Pakistan and Singaporean singer Shye.
Thai singer Valentina Ploy and Vietnamese artist 2pillz complete the six-country roster.
Toyota Motor Asia developed the campaign with creative agency VIRTUE Asia. TikTok will serve as its main channel, where audiences can follow the artists as they work on their tracks and release related content.
Jaja Ishibashi, general manager of Toyota Motor Asia, said the project uses music as a way to connect communities across the region. She said Toyota wants to support creators and give different voices room to work together.
Toyota said the project will continue after the first regional track. Content produced by the participating artists may also support future collaborations that bring together creators from different Asian markets.