Lotus has partnered with Columbia Records in an innovative deal aimed at promoting music through the team's website and track activities.

The agreement with Columbia Records, the oldest music label in the world, will see the team building up on the relationship it has initiated with the music industry since 2011. As the F1 season commences, Columbia Records will provide free regular streaming playlists on the Lotus website. Additionally, the iconic "Walking Eye" logo will feature on the bodywork of the E21 all season.

"This is a fantastic partnership for Lotus and another brick in our communications activation plan," said Eric Boullier. "For the past two seasons, we have demonstrated our love of music and our capacity to reach a brand new audience through our press releases featuring song titles, our app with Linkin Park and our CD compilation.

"To partner with Columbia Records and to have access to their impressive line-up of performers is superb for us. We are looking forward to showcasing Columbia's artists in exciting and innovative ways and bringing a musical edge to the paddock in 2013."

"From our first meetings with the Lotus it's been obvious that they have a great commitment to a music strategy," added Mark Terry, Co-MD Columbia Label Group, "that will be hugely beneficial to Columbia and our artists as well as the Lotus F1 family. We have some exciting activations planned and it's going to be a thrill to see our iconic label on the E21."