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Toyota Music Den (REACH) 2019

Set Design and Production

For the last three years REACH has trusted Veteran Media Group with the design and production of creative LED video displays and their main stages for the Toyota Music Den at various festivals throughout the United States. However, due to the COVID-19 pandemic, the 2020 event had to be done virtually and would not include the same hands-on elements as previous years. REACH expected to meet the same objective, but with a different strategy for this virtual event.

REACH looked to their partner, Veteran Media Group, to design a creative LED video display that would capture their virtual audience and promote Toyota in an exciting and positive way. They hired rapper and influencer, Princess Nokia, to host the live stream adaptation of the event as well.

Veteran Media Group created designs that were simple, yet impactful. The branded graphic loops matched the artist light show while keeping the Toyota Music Den’s style guide in mind.

Princess Nokia took the stage for a virtual broadcast that live streamed on YouTube. Millions of viewers tuned in for the virtual Toyota Music Den Lollapalooza. Veteran Media Group successfully executed the creative LED video display and production and REACH successfully generated more brand awareness for Toyota.

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Creative Director:
Stephen Banks, VMG
Kristin Territo, KTDC

Set Design/Lighting/Production:
Stephen Banks, VMG
Andrew Pham, VMG