In a groundbreaking partnership coinciding with World Music Day and World Motorcycling Day, Spotify and Royal Enfield have announced a year-long collaboration aimed at enhancing the motorcycling experience with the power of music.

This innovative collaboration, which began last year, merges the interests of music enthusiasts and motorcycling fans, creating a unique cultural fusion, The Financial Express reported.

This year, Spotify and Royal Enfield are set to focus on supporting local artists and promoting India’s vibrant culture. The collaboration will prominently feature Spotify’s RADAR, which showcases indie and pop talents, and RAP 91, dedicated to highlighting hip-hop across various languages and regions.

Royal Enfield will have dedicated zones at both events, providing a combined music and motorcycling experience that promises to captivate audiences.

“We are looking forward to partnering with Royal Enfield once again,” said Arjun Kolady, Head of Sales at Spotify India. “RADAR and RAP 91 are crucial platforms for new artists, and with Royal Enfield on board, we’re bringing these experiences to life in ways we’ve never done before.”

The vision of this collaboration is to allow users to experience Royal Enfield motorcycles while enjoying live performances from indie and hip-hop artists. As part of the partnership, Royal Enfield will also unlock Spotify’s premium media, including The Stage and dynamic audio ads. The Stage is an innovative in-app product that allows Royal Enfield to deliver rich media content directly to Spotify users, offering a unique opportunity for engagement.

“Our partnership with Spotify derives from our mutual passion for culture, creativity, and riding,” said Mohit Dhar Jayal, Chief Brand Officer of Royal Enfield. “We see this partnership as a collaborative campaign to bring together music and motorcycling, offering new experiences for consumers.”

The collaboration promises to be an exciting journey, blending the energy of music with the spirit of riding, and setting a new benchmark for cultural events in India.