Volvo is the first car manufacturer to offer iPod connectivity across its entire 2005 line up, and to celebrate the Scandinavian company is holding a live music event in Times Square.
Volvo is also behind a decision to showcase music from Scandinavian artists on the iTunes Music Store.
"nu: the sounds of new Scandinavia" is Volvo's initiative to help emerging Scandinavian artists. The company will personally select 12 songs every month to promote on iTunes. Some of these tracks will be available for free and each volume will feature cover artwork with a unique Swedish design.
Supporting Scandinavia's music scene
The initiative is an extension of Volvo's ongoing effort to support the Scandinavian music scene and integrate artists from the region into the marketing of the Volvo brand, according to Volvo executive vice president Thomas Andersson.
"Innovative Scandinavian design and engineering are elements that the Volvo brand has been exporting worldwide for more than 75 years. The combination of iTunes and iPod are a perfect fit for our customers, and now with 'nu' we can further refine the music experience with the best Scandinavian music for our customers," he said.
The Times Square, New York, event will take place on March 23. The media-only event will feature live performances from emerging Nordic bands Sahara Hotnights, The Ark and The Drowners, and music via an iPod DJ.
Hijack Records' Janne Grinde said: "As an independent label manager, I feel iTunes offers a great opportunity for a band to get its music to fans quickly and efficiently. Volvo's initiative to promote Scandinavian music through this channel in the United States is an exciting development and a truly innovative approach to marketing its brand while supporting emerging creativity from the Nordic region. We're glad to be on-board."
Volvo is offering two options for iPod integration in its new cars. An iPod Adapter will plugging the iPod into a cable located in the car's armrest compartment, and a dashboard mounted FM transmitter is another solution offered by the company.