Scion: Backing Indie Bands to Sell Cars
Date: Wednesday, September 28, 2011 @ 00:04:32 UTC

When Toyota began selling the Scion in 2003, the company hoped to draw younger customers with an adventurous and risky form of marketing. Rather than pay for celebrity endorsements, it subsidized music with extremely limited popular appeal, like grindcore. Now, after years of sporadically releasing music, the company wants to act more systematically, almost like a record label, by sponsoring a full campaign of record releases, videos and tour support for about 20 acts. Complete Article

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