Scion CD Sampler

Posted on: March 29, 2008

Recently I wrote about Scion’s new site that lets creative-minded folks make their own logos. I also recently posted some stuff about RCRD LBL. In one post, I told you that I downloaded Kid Sister’s “Pro Nails (Big Raiders) Remix”. Now here I sit at Vera’s Cafe in Uptown (Minneapolis). Vera’s is one of those cool neighborhood cafes (coffee/food/alcohol/music/free wi-fi/good people-watching etc.!) where you can pick up flyers for local shows, local city guides, etc. Upon walking in, what do my beady little eyes spy? A cd…free, of-course…so I paw it and take a look:

It’s a Scion cd sampler (v.20), mixed by LA Riots, who are DJs Jo’B and Daniel Ledisko. A quick scan shows Kid Sister’s “Control” is no.9 on the mix. Now I’m thinking…Scion is impressing me lately. The packaging reads “Scion’s commitment to artistic expression provides a platform for passionate musicians to focus on developing their art and exploring the endless possibilities.” To learn more about Scion/Audio/Visual (SAV) check out scion.com/SAV. Here you can listen to this particular mix, previous mixes, and future mixes.

When I saw the new and mostly unheard of (to me) artists, including the Kid Sister mix, my mind went back to RCRD LBL and their devotion to the new and emerging talent of musicians. And of-course, I also made the positive connection to Scionspeak. It’s one thing (and probably not always very effective) for brands to attach themselves to so-called ‘cool’ ala the Samsung/Armani phone. (Does the Samsung customer connect with the Armani lifestyle? Maybe. Need to read more on this probably.) And then, it is quite another when a brand does its homework, works to give its users/fans/etc something meaningful (to their lives) and speaks to their interests. Scion’s movement to recognize the progressive and lively street culture just makes sense for this brand. Does it make sense for Armani to brand a Samsung phone? Thoughts?


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