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.
"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."
Richard Florida is a co-founder and editor at large of CityLab and a senior editor at The Atlantic. He is a university professor in the University of Toronto’s School of Cities and Rotman School of Management, and a distinguished fellow at New York University’s Schack Institute of Real Estate.