Published: Monday - July 28, 2008
Words by Anne van de Sande
Cooperative business has come to notice that hip-hop is one of the most profitable music genres. Merchandise, ringtones, drinks and perfumes are some of the products that hip-hop artists have lent their face to. While most enterprises are out for pure profit, Scion, part of Toyota Motor Sales Inc., is embarking on the next phase of its youth marketing efforts via several new and existing projects that continue to give back to the artist community. Over the last several years, the company has developed strong relationships with several notable artists in the hip-hop community, including Ghostface Killah, 45 King, EPMD and Too Short. Scion has proven its dedication to helping both established and up-and-coming artists by showcasing their talent and promoting their music. As with every initiative, Scion covers all production/licensing costs, studio time, and where profit is involved, all proceeds go directly back to the artists themselves.
Slick's Picks, Slick Rick's show with Scion
Scion is currently working on the following projects:
• Slick's Picks: a unique lifestyle show in which host, Slick Rick, a native New Yorker with a keen eye for the latest trends, leads viewers on unpredictable tours of some of the coolest cultural landmarks, stores and restaurants all over the globe.
• Scion Live Metro: These events signify Scion's commitment to the urban music-minded community through live hip-hop tours that travel to select markets nationwide. Each event brings artists together from different genres of music -- hip-hop, funk and live remixes -- to create a unique and free experience for audiences, while supporting the innovative collaborations between music's best emerging and recognized talents. The Scion Live Metro series establishes Scion as a platform for bringing legendary hip-hop acts such as Big Daddy Kane, as well as uniquely crafted concert formats, to selected markets across America.
• Scion A/V Remix Project – Ghostface Killah: The Ghostface Killah remix project focuses on the world renowned hip-hop MC, who provides his traditionally rugged and eccentric lyrics on the track "Charlie Brown" over an original composition produced by the Los Angeles-based band, the Rhythm Roots All-stars. In addition, Scion has also invited French electro producers Yuksek, Orgasmic and DJ Mehdi, as well as DJ and production duo Guns N Bombs to produce dance remixes of the track.
• Scion A/V Remix Project – 45 KING: This remix project focuses on hip-hop producer, 45 KING who provides quintessential up-beat tracks for up-and-coming MCs Wale, Pase Rock and 4th Pyramid to rock over.
BallerStatus spoke with Jeri Yoshizu, promotions manager at Scion, to find out more about Scion's current hip-hop projects and the company's intentions with the genre.
BallerStatus.com: What made Scion decide to team up with hip-hop artists? How would you describe the connection between your brand and the hip-hop community, and how can they be complementary to one another?
Jeri Yoshizu: Scion and hip-hop have been in partnership for three to four years. It has been very complementary in regards to the give and take of a truly synergistic relationship. As a player in the world of corporate marketing and advertising, Scion has a goal that involves the hip-hop community on many levels, from the street promoter to the venues to the artists. Scion believes that giving the community work, as well as solid entertainment, will always keep the Scion brand in the most positive light as a brand that really does get involved at a deeper level.
BallerStatus.com: How do you select the artists you want to work with? Like, do you mainly look at the sales and success a certain artist has achieved or do things like skills, background, label situation and appeal play a major role as well?
Jeri Yoshizu: Scion understands the market through extensive conversation with many individuals involved in the music industry. There is no one factor that determines who will be selected. However, if the artist is willing to be a part of the Scion brand and also is easy to work with, they will have a higher chance of being selected.
BallerStatus.com: Do the artists get selected by employees at Scion that have an understanding of the genre or did you team up with consultancy firms?
Jeri Yoshizu: There is no consultancy firm that can understand the Scion brand. Scion is very good at understanding the voices of many to determine what is the right thing for Scion.
BallerStatus.com: Slick Rick has his own Scion lifestyle show, in which he discusses the latest trends and leads viewers on tours of some of the coolest hotspots worldwide. What made you decide to select Slick Rick as a host for the show?
Jeri Yoshizu: Rick is a really cool person, and has a very unique POV on life. He is also very professional and positive; being from the skate and streetwear world, that is pretty unique.
BallerStatus.com: You worked with Ghostface Killah, 45 King, EPMD and Too Short among others. What artist was the biggest success for Scion so far?
Jeri Yoshizu: Ghostface Killah.
BallerStatus.com: You have some A/V Remixes coming up featuring Ghostface Killah, which will be available as both free download and at online stores. What was the process like, having Ghostface work with producers from various genres and places around the world? Did he have any involvement in the selection of the tracks and producers or did he only lend out his rhymes?
Jeri Yoshizu: It was a very simple plan. Scion has worked with Ghostface before. He gave us a track. Scion found the French producers. And, it all worked out very easily. Scion has worked with DJ Medhi and Orgasmic, introducing Scion into the French electro mix. Ghostface let the process happen with little involvement. He is a true creator and respecting individual.
BallerStatus.com: Can you speak a little on the Scion Live Metros series? What can visitors expect from such shows?
Jeri Yoshizu: Anyone who is in the event will get a kick-ass experience that they may not have seen before. These shows are an experience, a performance, an event that elevates the MC as frontman of live music.
BallerStatus.com: What kind of feedback did you get from the Scion Live Metros shows so far?
Jeri Yoshizu: All positive, from the audience to the MCs to the bands. It's been something that Scion is particularly proud of curating. Scion found the bands and paired them up with the MCs.
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