Fiat has partnered with the Bonnaroo Music & Arts Festival to promote a new music offering.

FCA US this month launched a promotion that offers six months of free service to Apple Music with the purchase of a new Fiat, Chrysler, Dodge, Ram or Jeep vehicle equipped with Apple’s CarPlay support and BeatsAudio.

The automaker has developed curated playlists for each brand available exclusively on the streaming music service. The Fiat playlist includes the “PCH Crusin’,” “Groovy Sunday,” “Dance Party” and “Good Goodbye” channels.

“As we launch the Apple Experience—from a timing perspective—Fiat’s partnership with Bonnaroo is a perfect fit,” said Steve Beahm, FCA-North America head of passenger car brands—Dodge, SRT, Chrysler and Fiat.

The sponsorship builds on partnerships with Gwen Stefani, Pharrell Williams, Wyclef Jean, South by Southwest, the iHeart Music Festival and other musicians and music festivals over the years.

“Music has played a pivotal role in defining the Fiat brand’s personality. Music gives us the opportunity to connect with Millennials through this shared passion.”

Fiat with activate the June 7-10 music festival with the Fiat 500X, a vehicle with the exclusive Apple Experience and BeatsAudio sound system. The automaker will promote the music offer and the vehicle’s all-wheel drive capability to campers at the festival.

“Bonnaroo has the unique offering of music, comedy and art, all of which is contained in an active lifestyle camping environment. Fiat and the Fiat 500X align perfectly with the festival through our similarly shared values.”

Fiat’s on-site area will feature charging stations, merchandise giveaways and exclusive prizes. Attendees will also be able to contribute to four giant communal art pieces as part of the “Design Adventure with Fiat” activation.

Social media also plays a key role in Fiat’s activation strategy. That includes the use of social media influencers who will make a trip to the festival in a Fiat 500.

“It’s all about organic engagement for the brand, both through our on-site experiential activation and social media conversation.”

FCA US will run the Apple Music promotion through April 30, 2019.