Emergent Media, Toyota and SiriusXM Launch Season Three of “Sounds of the Road” Premiering Online and in the SiriusXM App May 25th.

Filmed in Atlanta, GA, The New Episodes Feature Exclusive Live Performances From Emerging Recording Artists Larkin Poe, Hero the Band and Amythyst Kiah.

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“Sounds of the Road: Atlanta” presented by Toyota and SiriusXM, takes viewers for a ride with musical acts Larkin Poe, Hero The Band, and Amythyst Kiah. Each of the artists share insight into their journey as artists, discuss life on the road and share intimate live performances captured in iconic venues around Atlanta, GA, one of the country’s most energetic and important music scenes.

The new episodes, which premiere online and in the SiriusXM App on May 25, continue the momentum built with the series’ first two seasons, which were shot in Los Angeles and Nashville, respectively. The campaign showcases the 2022 Tacoma SR5 Special Trail Edition, the 2023 Sequoia Platinum, and the all-new 2023 Prius Limited AWD while boosting Toyota brand awareness and affinity. SiriusXM is tastefully integrated throughout the content and present in each vehicle, serving to drive tune-in for the Memorial Day Weekend Free Listening period and build awareness of SiriusXM channel offerings.

This season’s lineup features a selection of guitar-driven acts representing a wide spectrum of influences and styles. Rebecca & Megan Lovell of Larkin Poe are grammy-nominated singer/songwriter, multi-instrumentalist sisters playing their own brand of scorching rock and roll. Hero The Band is a multifaceted band composed of four biological brothers with a unique musical vision that blurs lines and genres. Amythyst Kiah, also a Grammy-nominee singer-songwriter, complements her powerful vocals with a blend of eclectic influences ranging from old time music, alternative rock, folk, country, and blues.

Set in the city’s various neighborhoods and the roads that connect them, these stories weave together three main aspects of the artist’s musical journey: artistic inspiration, life on the road, and the power of playing to a live audience. Performances in such legendary venues as midtown’s Smith’s Olde Bar, Ponce-Highland’s Drunken Unicorn, and Decatur’s Eddie’s Attic drive the pace and the storytelling of each episode.

The campaign is being distributed on Emergent’s Paradise channel as well as through paid social media targeting a qualified and engaged audience. The full collection of video episodes is hosted on Toyota’s owned website and YouTube channel as well as the SiriusXM App. The campaign runs May 25 – June 11, 2023.