Taking a page out of Scion’s sponsorship playbook, Hyundai Motor America is using DJ culture to promote its new Veloster hatchback.

The vehicle—which carries a starting price of roughly $17,000—is sponsoring the early 2012 release of Re:Generation, a feature-length documentary that explores the history of music through five contemporary DJs/producers. The movie challenges each DJ to create an electronic song inspired by one of five traditional musical genres: country, classical, jazz, rhythm and blues and rock.

For example, the movie pairs Skrillex with the Doors; Pretty Lights with LeAnn Rimes and Ralph Stanley; and Mark Ronson with Erykah Badu, Trombone Shorty and members of the Dap Kings.

Hyundai is supporting the film with Re:Mix Lab, a five-city tour featuring a collective of musicians, writers, directors and DJs. Hyundai kicked off the tour earlier this month in New York City and will take the program to four other markets through the end of the year: Chicago, Las Vegas, Los Angeles and Miami.

The company is touting the program through www.Remix-Lab.com

Hyundai entered the music marketing waters earlier this year with a new tie to the April 15-17 Coachella Valley Music & Arts Festival. The automaker activated the sponsorship with the Base Camp Powered by Hyundai on-site program that offered air conditioning and other amenities to festival-goers sweltering in the Southern California heat. Visitors to the area could play a video game inside the Veloster and film video postcards from inside the 2012 Hyundai Accent.

Hyundai’s music marketing program doesn’t end there: The company plans to sponsor additional music events in 2012, according to a music industry source who is negotiating a tie with the company.

Takes Ownership Of College Football
Hyundai this year also has expanded its presence in college football. The company in September announced new deals with 15 schools with plans to add another nine in 2012 through a partnership with IMG College. The automaker also inked presenting status of Thursday Night College Football on ESPN.

The partnerships build on Hyundai’s four-year title of college football’s Sun Bowl, a tie announced last year.

The Hyundai Sun Bowl and ESPN buy support Hyundai’s “big voices in big places” advertising strategy that encompasses media buys around large-scale events such as the Super Bowl and Academy Awards.

“College football is about tradition, loyalty and passionate fans, and no one appreciates that more than Hyundai,” said Steve Shannon, the auto maker’s vice president of marketing, in a statement.

Outside of music, Hyundai earlier this year kicked off three-year title of the Senior PGA Tour’s Hyundai Tournament of Champions season-opening event in Kapalua, Hawaii. The company also sponsors several MLB teams including the Boston Red Sox, Houston Astros and Los Angeles Dodgers.

Hyundai also is active on the cause marketing front. The company raises funds for the fight against childhood cancer through Hope on Wheels, a nonprofit created and supported by Hyundai and its more than 800 dealers.