Blue Ant Media announced on Monday that its music and lifestyle brand Aux has partnered with ad agency Beyond Marketing on Scion Sessions, a series of 10 original music videos by up-and-coming Canadian musicians working with emerging visual artists and filmmakers.

Streaming on the Scion Sessions YouTube channel, the series is sponsored by Toyota’s Scion line.

This marks the third year for the partnership, with Ryan Fuss, SVP of media solutions at Blue Ant telling MiC that content in the program is more about creating original music videos for the artists involved rather than behind-the-scenes interviews as it has been in past iterations.

Fuss says Scion has increased its spend around the program for each of the three years it has been on, with the project aiming to reach Aux’s target demo of adults aged 18 to 34. KPIs in the Scion Sessions are around Canadian viewership, brand sentiment, shareability and social interaction with the videos.

Blue Ant recently bought into music-focused MCN Omnia Media. Aux is promoting the series with brand messages across the company’s YouTube network of channels as well as Facebook, targeting millennial music fans. Aux’s digital editorial team will also publish articles about the featured musicians coinciding with the release of the videos, which will also be broadcast on Aux television following their online release.

Image: Screengrab from Scion Sessions music video Bear Mountain “Everybody Wants To Rule The World“

From Stream Daily with files from Val Maloney