December 5, 2023

Jo Mai Asian Culture

Embrace Artistry Here

Honda and 88rising Collaborate to Create Memorable Experiences for Music Fans, Furthers Support of Emerging Asian Artists

4 min read

  • Honda is the official automotive partner of 88rising’s Head in the Clouds Festival Aug. 5-6 in Pasadena, California
  • Honda Double Happiness Stage to host unforgettable performances by Stephanie Poetri, Phum Viphurit, Spence Lee and more
  • The first Honda and 88rising apparel collaboration, “88 Type R” will launch at Head in the Clouds and online at 88nightmarket

Honda is partnering with 88rising – the pioneering global music and media company representing the best of Asian music talent in America – to create memorable experiences for music fans, while providing 88rising’s breakthrough artists a larger platform to pursue their dreams.

Honda and 88rising will celebrate the culture and creativity of the Asian American community at the 88rising Head in the Clouds Music and Arts Festival Aug. 5-6 in Pasadena, California. Fans attending the festival will enjoy exclusive experiences and epic performances, including the “Honda Double Happiness” stage lineup of Stephanie Poetri, Spence Lee, Lyn Lapid, Phum Viphurit, Eyedress, Grentperez and Akini Jing.

As official automotive partner of Head in the Clouds, the “88 Type R Honda Customs Shop” festival activation is a unique take on the tuner car garage, featuring a 2000 Civic Si project car and the all-new 2023 Honda Civic Type R – the most powerful Honda production vehicle ever sold in the U.S.

The “88 Type R Honda Customs Shop” at Head in the Clouds also is an exclusive merch shop that will showcase the new Honda X 88rising limited-edition apparel capsule, “88 Type R.” Festival attendees will be able to preview and shop the full “88 Type R” capsule, a unisex collection that includes cut-and-sew pieces inspired by the late 90’s to early 00’s of the Asian car culture scene. Drop 1 of the “88 Type R” collection will launch August 5 exclusively at Head in the Clouds and online at – 88rising’s official store:

“Honda’s support of music and young breakthrough artists spans more than two decades, and our partnership with 88rising will give voice to their stories of imagination and determination,” said Phillip Lee, media department lead, Honda Marketing. “88rising elevates and empowers Asian artists and Honda is proud to provide a platform to help support their dreams and advance their careers.”

Honda began collaborating with 88rising since 2022, with the launch of the all-new HR-V compact SUV. Honda and 88rising also released a docu-series featuring 88rising Indonesian singer-songwriter NIKI, Indonesian rapper Warren Hue and Chinese-American independent artist mxmtoon, sharing a look inside the career journeys of each artist and the challenges they faced along the way. In 2023, the docu-series featuring Warren Hue was honored by the Shorty Awards with a Gold Honor. Most recently, Honda and 88rising thrilled fans of the 2023 New York Head in the Clouds Festival with performances by Raveena, Atarashii Gakko!, Spence Lee, Wolftyla and Knock2 on the Honda Double Happiness Stage.

“88rising’s mission is to celebrate Asian creatives,” said Jason Ve, senior vice president of brand partnerships, 88rising. “We’re appreciative of our partnership with Honda, as it puts a spotlight on the most exciting artists and allows us to share their stories with the world.”

Music connects Honda with new, younger car buyers from the Honda Civic Tour, which will soon launch its 22nd year, to premier music festival partnerships, exclusive online music programming, performances and artist interviews. The Honda lineup of gateway models includes Civic, the number one vehicle among Millennial buyers, capturing the most Gen Z, first-time and multicultural buyers in the industry, and HR-V, America’s most popular SUV with first-time, Gen-Z, Millennial and Hispanic buyers.

About Honda
Honda offers a full line of clean, safe, fun and connected vehicles sold through more than 1,000 independent U.S. Honda dealers. The award-winning Honda lineup includes the Civic and Accord, along with the HR-V, CR-V, Passport and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan. Honda’s electrified vehicle lineup includes the Accord hybrid, CR-V hybrid, and, in the future, Civic hybrid. The Honda Prologue SUV, Honda’s first volume battery-electric vehicle, will join the lineup in 2024.  

Honda has been producing automobiles in America for over 40 years and currently operates 18 major manufacturing facilities in North America. In 2022, more than 99% of all Honda vehicles sold in the U.S. were made in North America, with more than two-thirds made in America, using domestic and globally sourced parts.

More information about Honda is available in the Digital FactBook.

About 88rising
88rising is a pioneering global music and media company representing the best of Asian talent. Since its inception, 88rising has paved the way for many music industry firsts: the Asian artist to top the Billboard R&B/Hip-Hop charts, Spotify’s Weekly Global Albums chart and enter the top 10 on Mediabase’s Top 40 chart, the first to launch an all-Asian radio channel in North America, and the first and only record label to have a main stage slot at Coachella. 88rising is also most notably the first company to launch an Asian-centric music festival in the United States, Head in the Clouds Music & Arts Festival, in partnership with powerhouse promoter Goldenvoice. The festival expanded globally, for the first time, to Jakarta, Indonesia and Manila, Philippines in 2022. In 2023, the festival also expanded domestically from the flagship location in Pasadena, CA to Queens for the inaugural Head In The Clouds New York. In 2021, 88rising executive produced and curated the soundtrack to Shang-Chi and the Legend of the Ten Rings – Marvel Studios’ first Asian-American superhero. Previously, in 2019, 88rising was awarded Label of the Year by NetEase, one of China’s largest music streaming platforms. With over 160 million followers across global social media platforms and over 50 billion total streams and views, 88rising’s global influence is undeniable.

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