WILL CORPORATE SPONSORSHIP BUILD UP OR TEAR DOWN URBAN CULTURE?
By Hector Gonzalez, THE ATHENS NEWS

A while back, I was the opening act at a hip-hop show that featured underground MCs from San Jose and Los Angeles. The show took place in a small theater venue in downtown San Jose. As I walked off the stage after performing my set, I kept my head down, thinking that no one had paid to see my performance.

But outside was a group of people playing the role of groupies. They asked me to stand next to a car so they could take my picture. In return, they gave me a magazine and a CD. Suddenly, I felt like a superstar.

Little did I know this was only the beginning of a multimillion dollar campaign Toyota was setting up to sell its new product line, Scion, to younger drivers.

Since then, Scion has been making its presence known in the underground hip-hop community. In and around San Jose, Calif., where I live, Scion paraphernalia can be found at most hip-hop venues. Toyota's marketing strategy makes it clearer than ever that underground urban culture is a sought-after commodity.

FOR THE REST OF THIS STORY VISIT:
http://www.athensnews.com/issue/article.php3?story_id=21000