FM PRO TECH CULTURE
Toyota has partnered with Puerto Rican artist Álvaro Díaz on a campaign extending the creative world of his album OMAKASE across visual art, live performance and social content.
Inspired by Japanese dining tradition, the album blends Japanese references with Díaz’s Puerto Rican identity. It debuted at No. 1 on Spotify’s Top Albums Debut Global chart, reached No. 1 in more than 16 countries on Apple Music and has surpassed 200 million streams.
At Toyota, we’re passionate about helping fans discover the artists and cultural movements shaping what’s next in music. We’re thrilled to work with Álvaro Díaz, whose creativity, ambition and originality make him an exciting partner. – Paul Doleshal, general manager of motorsports and sponsorships at Toyota
Toyota and Díaz also commissioned a four-poster collection from Japanese Korean American painter Shingo Yamazaki and Puerto Rican graffiti artist Bikismo, bringing both cultural influences into the same visual world.
The posters will be available during Díaz’s Toyota Music Den performance at Lollapalooza, with further access through Toyota Latino’s social channels.
The partnership follows an OMAKASE listening experience at Sueños Music Festival and will continue through Toyota and SiriusXM’s Sounds of the Road series.
For FM PRO TECH, the wider signal is how artist partnerships are evolving beyond endorsements into connected campaigns spanning albums, artwork, festivals and fan experiences.
Toyota is not simply placing its logo beside Díaz. It is helping expand an existing creative world across multiple platforms.