Jamshop’s Accelerate music initiative for Mitsubishi has attracted more than 295 uploaded songs in its first three weeks.

The idea created by the STW agency provides a win-win for participants and brand. Independent artists and bands get to write and submit a song or music track that may become the Mitsubishi Motors anthem. Mitsubishi gets to connect with its youth audience in an interesting way.

Darrel Jacobs, head of marketing communications at Mitsubishi Motors explained, “The brief is to create a piece of music that can express how people feel when they drive their cars. From that new car smell to driving on your own and singing your lungs out, nights out on the town with your mates, to family road trips, surfing getaways, and off road adventures.

The major prize-winning artist or band will receive $10,000 plus a recording session so they can develop or record a project of their choice.

“The opportunity for independent musicians is to connect the way we live our lives with the vehicle that transports us, through the best way they know how, making great foot tapping music. At Mitsubishi Motors, we believe all of this is contained in the ‘Love That Car’ tagline, however we want them to express it musically.”

There is a selection of musical celebrity ambassadors that will ultimately help choose the winners. In the first week, Triple J’s unearthed winner, Asta, gave out a $1000 encouragement prize to her pick – This Sanctuary’s track Keep talking please.

Artists have engaged their own fan communities and have attracted thousands of votes for the people’s choice winner. Fans also get the chance to win a $250 Ticketek voucher every week, just for voting.

Accelerate’s platform is powered by Kicktone, a site that helps emerging independent artists sell their music online. Jamshop is supporting the program with a small social media campaign to help get the word out.

“With Kicktone’s help as well as APRA and music sites like The Music Network and The Push, the take-up has been fantastic. Listen to the tracks and you’ll find the independent music scene is alive and kicking. And there’s still almost a week to go. Entries don’t close until October 12,” Jamshop creative director, Jim Robinson, noted.