Hyundai Motor Hosts a ‘Drive-in’ Music Concert

Hyundai Motor Co. hosted the ‘Stage X Drive-in Concert’ this past weekend, allowing people to enjoy live music performances from a safe social distance while parked in their cars.

The drive-in concert was held at a site near Hyundai Motorstudio Goyang in the outskirts of Seoul for three days, with 300 cars for each day.

“Given the challenging times we live in and the limitations we will face going forward, it was important for us to find ways to celebrate culture and shared experiences safely,” said Cornelia Schneider, vice president and head of Global Experiential Marketing. “The times call for new ways of doing things, and we will continue to find innovative ways to empower our customers with cars.”

The program included a pop music concert, featuring performances by diverse K-pop and indie music acts, including Kim Tae-woo, Ailee, SE SO NEON, MOON BAND, and Sultan of the Disco. In addition, the Korean cast of the beloved Broadway musical 42nd Street performed songs from the show. Finally, the New World Philharmonic Orchestra, led by conductor Nanse Gum, performed classical music favorites.

STAGE X is an annual event hosted by Hyundai Motorstudio since 2019, filled with innovative elements providing customers with exciting new experiences. This year’s event was an opportunity not only for artists to perform before a live audience maybe for the first time in months in such scale, but also for music fans to safely enjoy live performances at a time when concerts are few and far between due to venue closures and event cancellations.