VIRTUE Asia has taken Toyota Motor Asia to the place where younger generations live. The new campaign Move Your World Beat is a culture initiative, that extends the Move Your World brand platform with a regional celebration of musical creativity.
The project moves on Building on Move Your World’s belief in progress and empowerment, celebrating movement to inspiring collective progress through the universal language of music, bridging heritage and innovation. More than a campaign, Move Your World Beat is a living platform, one where Toyota builds the stage and lets Asia’s creators lead, where music becomes the medium, and the communities behind it become the message.
At its heart, Move Your World Beat brings together Asia’s established creatives and emerging artists to collaborate, experiment and empower the next generation to express their culture through contemporary music.
The project launched through a TikTok-led creator programme and brings together a broad group of artists including Malaysia’s multi-instrumentalist and DJ, Belle Sisoski; Pakistan’s musician and ethnomusicologist, Natasha Noorani; Philippines’s Miguel Benjamin and Paolo Benjamin from indie folk pop band, Ben&Ben; Singaporean indie singer-songwriter and producer, Shye; Thai-Italian singer-songwriter ,Valentina Ploy; and Vietnam’s music producer and DJ, 2pillz.
The challenge set was to produce original music using the sounds of a Toyota, from subtle clicks and ambient hums to engineered tones. These sounds are reimagined through each artist’s unique style. By transforming the functional sounds of a vehicle into creative expression it highlights the idea that movement is not just physical, but cultural and emotional. Each track becomes a reflection of both individual artistry and common identity, contributing to a larger body of work that celebrates Asia’s diversity while uniting it through music.
Move Your World Beat then extends to the production and launch of a regional collective beat, where the musical talents of the artists from six countries come together for a regional collaboration that resonates across Asia, to be released later this year.
Jonathan Tan, account director at VIRTUE Asia, stated, “By leveraging TikTok and engaging musical creators, Move Your World Beat is a brand platform built for cultural participation and collaboration that enables Toyota to connect with the region’s large youth population, while giving back to the community in meaningful ways. Instead of speaking at audiences, we’re creating a system where culture is co-created to build a living cultural ecosystem that evolves through shared ownership.”
Jaja Ishibashi, general manager at Toyota Motor Asia, added, “At its heart, Move Your World is about Toyota’s commitment to the communities in Asia, the freedom to move, and the thrill and joy of moving forward together. With Move Your World Beats, we bring that same spirit to music, a universal language that unites our communities and moves us all a little closer. By supporting creators and bringing different voices together, we hope to inspire new forms of expression and show that when we move together, we can create something greater than any one of us could achieve alone.”
@paolobenjamin_ When we move together, one day at a time, the world moves forward with us. My brother @miguelbenjamin_ and I had so much fun composing this song using sounds from the Toyota RAV4 Adventure HEV, the Hegalong, and Kulintang for Toyota’s Move Your World Beat. Mixing the car sounds with our folk sounds felt so comforting to hear as it reminds us of where we’re from and where we can go, it really showed us how we can progress through collaborating and creating together! Want to hear more? Follow us and @officialtoyotaph to stay tuned for the full song and comment what it means to move forward together! #MoveYourWorld #MoveYourWorldBeat #Toyota #ToyotaPhilippines ♬ original sound – Paolo Benjamin from Ben&Ben
@pillzcasso Progress happens when we come together to create something new – one sound at a time. See how I took sounds from a Toyota Yaris Cross with traditional Vietnamese instruments to create my take on the Move Your World Beat. Follow @Toyota Việt Nam for more. #MoveYourWorld #MoveYourWorldBeat #Toyota #ToyotaVietnam ♬ original sound – 2PILLZ
@natashanoorani Where we come from always shows up in how we move forward. I had a lovely time making my version of Toyota’s Move Your World Beat by blending samples from a Toyota car with the alghoza, a traditional double-flute used in folk music across Pakistan. It’s a reminder of how much progress we can build when we come together to collaborate and create. Follow @ToyotaPakistan and stay tuned for more! #MoveYourWorld #MoveYourWorldBeat #Toyota #ToyotaPakistan ♬ original sound – Natasha Noorani
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