Scion Hop

Noticed the way Scion has become a new hip hop symbol? This is not by accident. In addition to having a novel design that apparently screams, Spinners! the company has targeted Generation Y consumers with pretty innovative marketing. Doing free hip hop shows, a ‘king of the beats’ contest, and product placements on Pimp My Ride are just part of the strategy. But Scion has not teamed up with your radio rap stars. No P-Diddy. No Nelly. No big pimpin'. Someone at Scion knows underground hip hop and has connected with the likes of DJ Premier, GZA, Prince Paul, Evil Dee. The company is also combing the states for unsigned artists (emcees, beatsmiths, visual & new media). Surfing their site I discovered Reach, an independent KC lyricist with a style reminiscent of Rakim.

But does Scion undermine its association with underground culture by co-opting hip-hop music to sell their cars? I might just have to run out and buy a Scion and some grillz while I ponder that thought.