Hipster Marketing

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Speaking of hipsters, Toyota's Scion brand is turning to hipster culture in its attempts to lure Gen Y (h/t: Ian Swain).

The company sponsors art shows nationwide -- its Scion Space in Culver City has shown countless A-list L.A. artists -- and it works with hip-hop heavyweights like Ghostface, DJ Premier and Jazzy Jeff. And, recently, it's started recruiting rising stars of the L.A. music scene to help sell cars. DJ duo L.A. Riots and IHeartComix impresario Franki Chan have both contributed to the Scion CD Sampler series, which has previously featured Flosstradamus and Spank Rock's Ronnie Darko, among others.
Money quote:

"You're not gonna see my music anywhere near an Ed Hardy commercial," laughs L.A. Riots' Daniel LeDisko on the phone from New York. "There are certain things that would take away our street cred."
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Richard Florida is Senior Editor at The Atlantic and Director of the Martin Prosperity Institute at the University of Toronto. See his most recent writing at The Atlantic Cities. More

Florida is author of The Rise of the Creative Class, Who's Your City?, and The Great Reset. He is founder of the Creative Class Group.

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