The new deal - partly brokered by music supervisor Platinum Rye alongside Sony Music’s UK sync department - means music from the Columbia label will feature alongside other and exclusive music performances. In return Columbia’s “walking eye” logo will appear on the bodywork of the Lotus E21 racing car throughout the season.
Lotus F1 team principal Eric Boullier said the move was another “brick in our communications” plan and that access to Columbia’s line-up of performers was a major coup.
“For the past two seasons, we have demonstrated our love of music and our capacity to reach a brand new audience,” he said. “We are looking forward to showcasing Columbia’s artists in exciting and innovative ways and bringing a musical edge to the paddock in 2013.”
Columbia Label Group co-MD Mark Terry said the Lotus F1 Team have “a great commitment to a music strategy that will be hugely beneficial to both Columbia and our artists.”