Wale will perform in a free show this weekend sponsored by Kia Motors. Photo by Francis Chung

Something called the “Soul Collective Tour,” presented by Kia, is coming to D.C. this weekend. What that means for you: Free MGMT, Wale and Dan Deacon shows.

Kia’s certainly not the first car company to realize that free live music is a pretty good way to market to a younger audience. Car companies have long brought their promotional materials to amphitheater shows (or even bought out amphitheaters!) But recently companies like Scion have been sponsoring events themselves, and Kia’s now taken the next step.

The company has rented out the Warehouse space at 3330 New York Ave NE. In a move that presumably might be conducive to getting people interested in purchasing a vehicle, the venue is notably not particularly Metro accessible, but will offer test drives of Kia vehicles the entire time it is open.

There’s a decent amount of area talent involved in these shows, in the form of D.C.’s own Wale and Baltimore’s Ponytail and Dan Deacon, all acts that we’ve paid good money to see play in the past. You’ll have to swallow a rather large marketing pill to get in, but these acts certainly worth your while (though Ponytail is playing an invite-only show tonight, so the general public can’t get in to that one).

The concert schedule after the jump. Get more details here.