Road to Coachella with Doja Cat

After a two year pandemic-related hiatus, BMW partnered with the Coachella Valley Music & Arts Festival as a platform for the fourth consecutive year to showcase e-mobility and its all-electric iX and i4 models. More than ever, the festival stands for a unique blend of excellence, pure joy, and a strong awareness of the socio-ecological challenges of our time. As one of the most influential artists of our time, Grammy award-winning artist Doja Cat was the dazzling new addition to a remarkable roster of BMW Road to Coachella artists. For Doja Cat, Coachella is all about creating something impactful. “The show that I’m preparing for Coachella defines everything that I’ve done from day one. I never like to do the same thing over and over again, I want to embrace that instead of running from it” she says. “BMW is an iconic brand and I am honored to be working with them. Be on the lookout at Coachella for some Doja-inspired rides.” She convincingly embodies diversity, equality, creativity - and the BMW brand essence: Joy. The 2022 BMW Road to Coachella campaign featured original content with exclusive behind-the-scenes looks at Doja Cat's Road to Coachella and her rehearsals. The custom BMW iX car wrap inspired by her Grammy-nominated album Planet Her is one of the highlights. For this unique work of art, Doja Cat teamed up with one of the world's most renowned photographers, David LaChapelle, and creative director Brett Alan Nelson.