Celebrity Name: Laufey
Brand Name: Lexus
Deal Type: Brand Partnership / Live Event Campaign
Announced: March 16, 2026 (ahead of the March 27 Twitch event)
Impact: Positions Laufey as a go-to Gen Z jazz ambassador for heritage-minded brands, while helping Lexus frame its EV story around culture, creativity, and Miles Davis’ timeless influence
- Lexus has tapped two-time Grammy winner Laufey for “100 Miles” a live, one-night-only Twitch event on March 27, 2026 at 9 p.m. ET honoring jazz legend Miles Davis.
- The event will feature Laufey’s debut on her new Twitch channel, plus the world premiere of her reimagined version of Miles Davis’ iconic “Blue In Green,” now featuring original lyrics written by Laufey herself.
- Lexus is gifting Laufey a custom “Blue In Green” edition Lexus RZ electric vehicle, a one-of-a-kind EV inspired by the Davis composition, tied to Lexus’ “The Standard of Amazing: Electricity at Its Finest” campaign.
- The campaign extends to Amazon Music through Amazon Ads Brand Innovation Lab, adding significant digital and streaming reach to an already multi-platform rollout.
Lexus has joined forces with jazz-pop sensation Laufey for one of the most creatively rich brand deals of 2026. The campaign, titled “100 Miles,” is a live musical event streaming on Laufey’s new Twitch channel on March 27 at 9 p.m. ET, paying tribute to the legendary Miles Davis.
The event marks Laufey’s debut on Twitch. Audiences can expect a set blending fan favorites with brand-new material, headlined by the world premiere of her reimagined rendition of Davis’ classic instrumental “Blue In Green,” now featuring original lyrics penned by Laufey.
The campaign is co-powered by Amazon Ads Brand Innovation Lab, extending its reach to Amazon Music.
Lexus is also presenting Laufey with a bespoke “Blue In Green” edition Lexus RZ, a custom electric vehicle inspired by the Davis piece and created exclusively for her. It all connects to Lexus’ broader “The Standard of Amazing: Electricity at Its Finest” campaign, which spotlights the brand’s growing EV lineup.
The move mirrors how Casamigos is leaning into talent-led storytelling with Gabrielle Union and Keegan-Michael Key in its World Cup campaign.
This deal comes hot off Laufey’s biggest career year yet. She recently won her second Grammy for A Matter of Time (Best Traditional Pop Vocal Album at the 2026 Grammys) following her first win for Bewitched in 2024.
Her A Matter of Time Tour sold out London’s The O2 across two back-to-back nights recently. She is set to perform at Coachella 2026, her second appearance at the annual festival.
Takeaways
This is a masterclass in cultural bridging through brand deals. Lexus didn’t just slap Laufey’s name on an ad; they built an entire creative universe around her identity as a jazz-pop artist, honoring Miles Davis through live music, a bespoke EV, and a Twitch debut. It’s the kind of partnership that feels earned, not manufactured.
For brands watching closely, this deal shows how pairing an emotionally resonant legacy (Miles Davis + jazz) with a young, rising cultural force (Laufey + Gen Z) can create a campaign that feels both nostalgic and fresh at the same time.
The cross-platform play (Twitch, Amazon Music, and national TV) also signals where smart automotive brands are placing their media bets in 2026.
Does tapping Laufey signal that luxury car brands are finally betting on Gen Z jazz listeners as a core market? Does a Miles Davis tribute make you more interested in a Lexus EV, or just in Laufey’s music?
