Hyundai has linked up with Spotify to promote its 2021 Elantra vehicle with an audio and visual digital storytelling experience.

The ‘My City Unlocked’ experience features three emerging artists who take listeners on a virtual tour of their hometowns through a series of podcasts, videos, and annotated playlists. The artists include Miami’s Lauren Jauregui, New York’s Amber Mark, and Los Angeles’ Gryffin.

“Through this first-of-its-kind partnership, we are using music as a content centerpiece to connect the feeling of unlocking better local experiences with the technology-infused 2021 Elantra,” said Angela Zepeda, CMO at Hyundai North America.

My City Unlocked is accessible through a co-branded digital and mobile experience at Hyundai.withspotify.com. Here, users can select an artist to access their specific city guide playlist, where each artist will also share personal stories about their hometown with entertainment reporter Terrence J in a branded podcast, ‘Unlock My City With…’.

“Together with Hyundai, were bringing together the richness and intimacy of audio and our streaming intelligence to shine a light on local culture and creators, unlocking the many ways that audio can be used to captivate audiences and deliver the impact that brands expect,” said Brian Berner, Head of North America Ad Sales at Spotify.