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Nissan Celebrates Vinyl Record Day With Ariya-Inspired Lofi Music LP
In celebration of National Vinyl Record Day on August 12, Nissan is launching a special LP titled Driven by Electric Beats. This limited-edition album, priced at $23 and capped at 1,000 copies, features lofi music inspired by morning and evening drives. The project is a collaboration between Dope Candi and Harold "HB" Burns from Nissan's Electric Beats program, which promotes diversity in music production.
The album supports the National Museum of African American Music (NMAAM), an institution dedicated to preserving and celebrating genres influenced by Black musicians. Opened in Nashville in 2021, NMAAM has partnered with Nissan on various cultural initiatives. The LP is available both online and in-store at The Groove Nashville and NMAAM's Amplify Store.
Nissan's return to the lofi genre aims to enhance listeners' wellbeing. Research shows that lofi music can aid concentration, reduce stress and anxiety, and potentially improve mental performance. Each side of the vinyl ends with a locked groove featuring the sound of Nissan's all-electric Ariya, creating a peaceful loop until stopped by the listener.
The Driven by Electric Beats vinyl includes a zoetrope pattern that animates as it spins. The picture disc artwork features a man and woman driving the Ariya, nodding their heads to the beats. This visual element brings an additional layer of engagement for vinyl enthusiasts.
The album contains two tracks: Electric Dawn and Nightscape. Electric Dawn energizes listeners for the day ahead, while Nightscape offers a calming experience for unwinding in the evening. These tracks reflect the dual personality of the Nissan Ariya – powerful yet serene.
Positive Reception
"In 2023 we had this incredible reaction to the Ariya Lofi Girl commercial," said Marisstella Marinkovic, vice president and chief marketing officer at Nissan U.S. "It was four hours long, but people kept coming back to watch it – over 18 million times! There were so many comments about how the music and animation had a calming effect."
Marinkovic added, "With the Driven by Electric Beats LP project, we wanted to support some fantastic initiatives but also provide vinyl fans with tracks they can turn to for a boost of concentration, motivation or relaxation. That's the amazing quality of music – the ability to bring us together and create positivity all around."
Nissan's initiative follows the success of their Lofi Girl animated film. This four-hour video featured a woman driving an Ariya through a Japan-inspired landscape, blending lofi music with animation. The new vinyl project takes this concept from digital screens into physical form.
The Driven by Electric Beats album exemplifies Nissan's commitment to supporting cultural institutions like NMAAM while offering unique musical experiences. By combining art and technology, Nissan continues to promote diversity in music production through its Electric Beats program.
This initiative not only celebrates National Vinyl Record Day but also underscores Nissan's dedication to fostering positive cultural impacts through innovative projects.
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