RIDE AWAY: Sylvie Kreusch is the new face of Hyundai INSTER
Sylvie Kreusch has joined forces with Hyundai. The Belgian artist is the face of the new ‘Hyundai INSTER’. The electric car plays a leading role in the video that Sylvie recorded for her single ‘Ride Away’.
‘Ride Away’ is from ‘Comic Trip’, the album that Sylvie Kreusch released in November 2024. The song turned out to be the perfect soundtrack for Sylvie's interpretation of the ‘INSTER STUDIO concept’, with which Hyundai offers artists a stage to let their creativity run free. The result is an intriguing music video in which the ‘INSTER’ merges with Sylvie's mysterious dream world. The car is not just a means of transport, but becomes a character in the story of ‘Ride Away’ - playful, stylish and a tad rebellious.
Sylvie: "For me, “Ride Away” is about daring to move forward. About not getting stuck in the past, but getting moving to rediscover the love for yourself. Being independent, being able to choose your own direction, literally and figuratively. I wanted to reflect that in the video. Initially, I didn't think it would be easy to combine my love of comics and film noir with a modern car like the ‘INSTER’. I am very visually oriented, I like to work with old cameras for my videos and I love that dark atmosphere. But the contrast between vintage and futurism soon turned out to work very well in the video for ‘Ride Away’. It was great that the directors gave me complete freedom to build a cinematic fantasy world in which nostalgia, creativity, innovation and sustainability come together in a unique way. I am very proud of this collaboration."
Wim de Beer, Sales Director Benelux Sony Music: ‘Sony Music and Hyundai began their collaboration in October 2024, and the result is amazing. Sylvie Kreusch's music is a perfect fit for this project and emphasises the innovative approach of everyone who has worked on it with complete dedication.’ ’
Isabelle Michiels, marketing manager Hyundai Belux: "Our choice for Sylvie Kreusch is anything but coincidental. With her unique artistic vision, boundless creativity and striking visual style, she perfectly embodies the spirit of the “Hyundai INSTER”. Just as the ‘INSTER’ brings a breath of fresh air to the automotive world, Sylvie is known for her innovative approach to music and performance. Her work balances between dream and reality, between playful and mysterious - precisely the atmosphere that Hyundai wanted to evoke with this collaboration. Moreover, Sylvie appeals to a young, adventurous target group that is looking for innovation, originality and character, three core values that are also reflected in the ‘INSTER’. With this collaboration, we want to show that a car can be more than just a means of transport - it is an expression of identity and style.
For ‘INSTER STUDIO’, Hyundai previously collaborated with South Korean singer-songwriter Sogumm and DJ Seinfeld, who transformed the car into a music studio.
Discover the music video for Ride Away here
Hyundai: Innovatie in Motion
Hyundai Belux (Korean Motor Company) is the official importer of Hyundai in Belgium and Luxembourg and a leading player in the automotive sector. With a wide range of innovative and sustainable vehicles, Hyundai is setting the future of mobility in motion. Hyundai cars are becoming smarter, safer and better connected, making driving not only more efficient but also more enjoyable. Hyundai is a pioneer in the field of hydrogen technology and plays an active role in the development of a sustainable hydrogen infrastructure. But its ambitions extend beyond cars alone. Hyundai Motor Group (the Group) invests in robotics, AI, start-ups and Urban Air Mobility, with the aim of creating a future in which technology and human values go hand in hand.