SEAT Honored at Music Week Awards

SEAT is celebrating a successful partnership with the world of music, as the company’s UK division, together with Universal Music, received the Music and Brand Partnership of the Year title at the Music Week Awards for “On track with SEAT,” one of the carmaker’s major steps into the world of music.

On Track with SEAT saw 12 well-known rising artists each visit the Metropolis Studios in London to record live sessions direct to vinyl in “one take” performances. These were caught on camera and broadcasted on Channel 4.

Here's what the Music Week judges said: "In a very strong shortlist, Universal and SEAT emerged as the partnership that best demonstrated the potential for mutual interest between music and brand."

Some of the Universal Music artists involved in the project, which aired last autumn, were Ellie Goulding, Amy Macdonald, The Coral and Tinchy Stryder. Each recorded multiple of their own songs, as well as a cover track that inspired them.

The twelve 15-minute episodes generated a live TV audience of over three million, generating tens of thousands of free music downloads from the enthusiast website Club SEAT. SEAT will team up with Universal Music once again to record a second series which will be broadcast on Channel 4 this autumn.

"In SEAT we’re passionate not just about our cars but about the way that we bring our brand to life.  I think On Track with SEAT and our partnership with Universal Music really reflected that passion,” said Steve Robertson, head of Marketing at SEAT UK, who collected the trophy.