Toyota Keeps a Hip-Hop Mystery Going With New Film Starring Jay Electronica

'Music in Motion' Campaign Pairs Musicians and Artists

Published On
Jan 27, 2016

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To promote the Toyota Avalon, the car brand has partnered with hip hop and rap artists to create "Music in Motion," a digital content series that celebrates the maverick spirit of creative rule breakers. The films pair musicians and artists, the first of which stars New Orleans hip-hop talent Jay Electronica throwing down tunes as conceptual artist Justin Kaufmann, aka JustinK, splashes paint across some speakers. The combination of sound and substance then leads to a surprising piece of art: a portrait of Jay E himself.

But here's the thing: the ad has also helped to keep hip hop fans hot and bothered. Jay E followers have been eagerly anticipating the release of the follow-up to his acclaimed 2007 album "Act I: Eternal Sunshine (The Pledge)." The musician had announced the completion of "Act II" in 2012, but has yet to release the album, and fans' long wait has become something of a phenomenon in the music world.

The film itself plays up the tease -- it shows Jay E performing into a mic, but his voice can't be heard. The track on the spot also doesn't give a hint of his music to come -- it was created by up-and-coming L.A. rapper Alexander Spit.

An upcoming film will feature old school hip hop star Doug E. Fresh alongside artist Erika Iri5 Simmons. The point of the videos is to showcase the Toyota Avalon as the ride for the road less traveled. The films were created out of One Solution, directed by Jason Goldwatch and produced out of Decon.