Nissan has signed on as the exclusive sponsor of what Yahoo has termed its biggest and most ambitious content effort - a biweekly concert series on the Yahoo Music portal, which attracts 24 million users a month.

"Nissan Live Sets on Yahoo Music" will launch on Nov. 15 with a Christina Aguilera performance, and fan-generated content will be integral to Yahoo's effort, writes BrandWeek. Fans will conduct interviews, write blogs and take photos with Flickr-enabled phones that automatically upload to a photo gallery; songs and shows will be available for purchase; the hi-definition, surround-sound concerts may also air on TV.

On-site branding includes a Nissan lounge and interactive product displays; car models will have a presence on the site with games, streaming video and flash animations; concerts will be linked with specific Nissan models, five of which were re-launched this year.

Each quarter, Nissan will give one concert a promotional push with ads, a sweeps and dealer programs.