Even The Man Does Something Right Sometimes

There are many that show unlimited disdain for the corporate adoption of a subculture for marketing purposes. A more pragmatic approach allows one to take advantage of these corporate activities while keeping awareness of the marketing at work. There are definitely cases where a coporation can show respect for their inspiration, just as there are cases where they don't.

Toyota-subsidiary Scion has been aggressively courting the youth market since their debut, with television and print ads touting their cars' customization potential and "cool" factor. Just under the radar though, they've been even more active, producing summer tours of hip-hop luminaries, holding mix-tape contests, and now featuring an independent film series. The best part is that it's all free (with RSVP).

The film series started last week with a showing of the Dandy Warhols/Brian Jonestown Massacre documentary Dig!. Tonight is a showing of Freestyle, detailing the craft of the freestyle MC. A bonus for the audience at the Tuesday showing was an appearance by the "fourth Beastie Boy" Ricky Powell, who shared some of his photography along with tales of their origin. His discussion alone was worth attendance, but Freestyle's subject matter was equally engaging. The film was followed by a Q & A session with director Kevin Fitzgerald and an afterparty featuring DV One.

Two more films close out the series, with similar Q & A sessions and afterparties. Next week features End of the Century: The Story of the Ramones, and the series closes out on the 25th with the graffiti film Bomb the System. Ricky Powell's appearance wasn't listed for Tuesday, so it wouldn't be too surprising for there to be a similar bonus at these other films as well. It's the sort of thing that could only happen with the aid of a corporation's marketing budget. Might as well enjoy the fruits of their labor, whether it makes you want to buy their product or not.

Scion Independent Film Series
August 11 - Freestyle: The Art of Rhyme (film only)
August 16 - End of the Century: The Story of the Ramones, Q&A with director
M. Gramaglia
August 23 & 25 - Bomb the System, Q&A with actor Gano Grills
Big Picture, Seattle location
Free (with online RSVP)