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Doja Cat featured in BMW ‘Road to Coachella’ campaign

Koffee to perform April 16 and 23 at sold-out music festival

Published:Saturday | April 9, 2022 | 12:07 AM
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Be on the lookout at Coachella for some Doja-inspired rides, is the word from the Grammy Award winning entertainer.
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Be on the lookout at Coachella for some Doja-inspired rides, is the word from the Grammy Award winning entertainer.
Garmmy winner Koffe, who released her debut album, ‘Gifted’, on March 25, is poised to ‘Lockdown’ the Coachella stage.
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Garmmy winner Koffe, who released her debut album, ‘Gifted’, on March 25, is poised to ‘Lockdown’ the Coachella stage.
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After two pandemic-related breaks and for the fourth time in a row, the BMW Group is using the Coachella Valley Music & Arts Festival as a platform to showcase e-mobility and its all-electric BMW iX and i4 models.

BMW’s 2022 Road To Coachella campaign will feature Grammy Award-winning recording artiste, Doja Cat, and numerous other collaborators. The campaign kicks off Thursday, April 14.

To commemorate Doja Cat’s role as the featured artiste of BMW’s 2022 #RoadToCoachella, the entertainer collaborated with creative director Brett Alan Nelson and renowned photographer David LaChapelle to design a one-of-a-kind vehicle wrap for the all-electric BMW iX. Doja’s unique iX will travel with her throughout her Coachella journey.

For Stefan Ponikva, head of brand communication and Experience, Coachella is an ideal event to showcase the brand.

“I’m really excited that Coachella is back. The need for emotional experiences is as important for brands as it is for people. Coachella embodies the perfect blend of inspiration, innovation and sustainable focus. This fits perfectly with the BMW brand values and goals and what turned out to be decisive for our renewed commitment. This year, we are designing our communications with artiste Doja Cat - she really inspired us with her ideas and creativity.”

For Doja Cat, Coachella is all about creating something impactful. “The show that I’m preparing for Coachella defines everything that I’ve done from day one. I never like to do the same thing over and over again, I want to embrace that instead of run from it,” she said. “BMW is an iconic brand and I am honoured to be working with them. Be on the lookout at Coachella for some Doja-inspired rides.”

The 2022 BMW Coachella campaign features original content with exclusive behind-the-scenes looks at Doja Cat’s Road to Coachella and her rehearsals. The custom BMW iX car wrap inspired by her Grammy-nominated album, Planet Her, is one of the highlights.

Coachella is held over two weekends, April 15–17 and April 22–24, in Indio and tickets for both weekends are already sold out. Jamaican artiste Koffee, who was booked for the festival from 2020, will be performing on Saturday, April 16 and Saturday April 23 at the desert music festival which showcases identical line-ups on both weekends.