Indie Radio and Rock Take Center Stage with Urban Outfitters and Toyota's Yaris

AUSTIN, Texas--Toyota Motor Sales, U.S.A., Inc. (TMS) and Urban Outfitters (URBN), are celebrating a shared passion for music by giving independent college and non-commercial radio stations a much needed edge in the competitive radio market. The brand partnership will launch “Free YR Radio,” a multi-phased program which includes in-store concerts, vehicle giveaways, and a compilation CD featuring music from top indie bands, all to benefit non-commercial radio stations in major U.S. markets. “Free YR Radio” will make its debut at the 2007 South by Southwest (SXSW) in Austin, TX.

To mark the “Free YR Radio” launch, internationally-acclaimed punk-disco band The Rapture will perform at La Zona Rosa in Austin on March 14. The band, known for its trademark 80s sound will electrify the venue with tracks from their 2006 album, Pieces of the People We Love.

In addition, the popular updated 60’s pop girl group trio, The Pipettes will make their SXSW debut. Becki, Gwenno and Rosay will work their magic with songs from We are the Pipettes, originally released in the U.K. The trio plans to hit the shelves this summer with a much anticipated U.S. version of the album releasing on Cherrytree/Interscope Records.

“Free YR Radio is a unique initiative that could have a significant impact on a radio station like Seattle’s KEXP," says Courtney Miller, KEXP Marketing Manger. "KEXP champions artists and musicians that otherwise wouldn't get air-play, so it is so great to see Yaris and Urban Outfitters develop a campaign that supports this endeavor."

The “Free YR Radio” campaign will feature free in-store concerts by top local bands at Urban Outfitters locations across the country and will help promote indie bands online and on independent radio stations. The in-store performances will be held in April and May, with a dates and venue announcement by the end of March. The markets confirmed for in-store performances include:

Los Angeles, CA
Santa Cruz, CA
Chicago, IL
Seattle, WA
Austin, TX
New York City
Philadelphia, PA
Lawrence, KS
Minneapolis, MN
Boulder, CO
Raleigh/Durham/Chapel Hill, NC
Boston, MA

Each participating “Free YR Radio” band will have the opportunity to customize a special “Band Built Yaris.” It could be upholstery, a hood ornament or air freshener – unique touches that reflect the band’s own imitable spirit and personality. The special-edition vehicles will include a digital music player pre-loaded with music selections by the regional partner bands, and supplemented by play lists, podcast and station specific music in each market from the local radio partners. The radio stations will use the twelve vehicles to raise funds, and each vehicle will be awarded to a listener from each station.

Throughout the year, the “Free YR Radio” program will offer music lovers additional incentives to foster support for participating bands and non-commercial radio stations including; the chance to win dorm/apartment furnishings from Urban Outfitters valued at $2,000, a UO wardrobe for up to $1,000 and a custom digital music player preloaded in each Band-Built Yaris.

A “Free YR Radio” benefit CD featuring tracks from select partner artists will be compiled and sold exclusively at Urban Outfitters stores at the end of the year-long program. The CD will also be featured on the play list at www.urbanoutfitters.com. All proceeds from the compilation CD will be divided among the participating radio stations; each will receive a check at the end of the program to be used at its discretion.

To get updates about the “Free YR Radio” tour, visit www.FreeYrRadio.com.

ABOUT URBAN OUTFITTERS: Urban Outfitters, NASDAQ: URBN owns and operates three retail clothing brands: Urban Outfitters, Anthropologie and Free People. The first store opened in 1970 in Philadelphia, Pennsylvania, focusing on "funky" fashion and household products. Today, the Urban Outfitters line has expanded from vintage, bohemian, retro, ironically humorous, kitschy, and oddly designed apparel and furniture to include many luxury brands such as Lacoste, Diesel, True Religion and Seven for All Mankind. Currently headquartered in the Philadelphia Navy Yard, Urban operates more than 140 shops in the United States, Canada, Ireland, and the United Kingdom.

About Toyota

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of 1,427 Toyota, Lexus and Scion dealers in 49 states. Established in 1957, TMS and its subsidiaries also are involved in distribution logistics, motorsports, and research and development.