Independent Radio Takes Center Stage as Toyota Free Yr Radio Launches Fourth Annual Tour

Article Contributed by press | Published on Friday, July 16, 2010

Toyota’s Free Yr Radio is back, taking its mission to draw attention and support to independent, non-commercial radio on the road across the U.S. with appearances at the nation’s best music festivals, including Siren Fest, Lollapalooza, Mile High, Outside Lands, Bumbershoot, the Voodoo Experience, and CMJ.  Toyota launched Free Yr Radio four years ago to celebrate independent radio as a vital cultural resource.  Since then, Free Yr Radio has brought together scores of independent stations including KEXP, The Current and KUSF with some of the country’s top artists including Yeasayer, Calexico, and Sonic Youth, in a series of activities crafted to support the medium.

In a digital age in which online services and apps are automating music discovery, independent radio offers human-curated artist discovery which uncovers and artfully strings together music that both entertains and inspires fans and musicians alike. In fact, many beloved bands today credit indie radio with having launched their careers.

“Our partnership with Free Yr Radio better positions us to serve listeners, support artists and participate in our music and arts community,” said Kevin Cole, Senior Director of Programming at KEXP.  “This is our fourth year partnering with Free Yr Radio and through the program we have been able to find new ways to excite our audiences and promote musical discovery.  Free Yr Radio is a great fit with KEXP.”

At each stop on the tour, Free Yr Radio partners with independent stations to host the Toyota Free Yr Radio Broadcast Stage where the stations broadcast live from inside the festivals, sharing and recording special live performances and artist interviews.  For some of these stations, this is an unprecedented opportunity for live remote broadcasts and headliner interviews.  Fans are encouraged to visit the stage and to follow Free Yr Radio on Twitter and Facebook to get the inside scoop and as-it-happens updates on live performances and interviews.

The exclusive audio recorded at each event will be distributed free of charge to the nation’s network of CMJ-reporting indie stations for listeners throughout the country to enjoy.

In addition to providing on-site, live broadcasting equipment and support and arranging and promoting live performances by festival artists, Toyota’s Free Yr Radio will also make a contribution to each partner station as well as support each station’s efforts to raise additional funds through on-site activities at the festivals.  Other Toyota-crafted festival activities include the photo-booth Corolla and a make-your-own Shrinky Dink station.

This year’s partner stations and festival stops include:

Siren Music Fest – Coney Is, NY
Partner Station:   WUSB

July 17, 2010

Lollapalooza – Chicago, IL

Partner Station:  WLUW

August 6-9, 2010

Mile High – Boulder, CO

Partner Station:  WNRN

August 14-15, 2010

Outside Lands – San Francisco, CA

Partner Station:  KUSF

August 14-15, 2010

Bumbershoot – Seattle, WA

Partner Station:  KEXP

September 4-6, 2010

Voodoo Experience – New Orleans, LA

Partner Station:  WTUL

October 29-31, 2010

“Toyota is proud to help promote and celebrate the vibrant role that non-commercial and indie stations play for their fans and for our entire community,” said Keith Dahl, Toyota National Manager of Engagement Marketing.  “Free Yr Radio provides a great opportunity for stations to directly connect with current and future fans in a festival atmosphere that truly embraces the spirit of musical exploration and innovation.”

Follow Free Yr Radio on Facebook and Twitter for real-time updates about on-site performances, interviews and activities: or

To learn more about the Tour, visit