Friday, June 4, 2010

What Does a Car Company Have to Do With the Local Music Scene?

By Kathleen Richards
Fri, Jun 4, 2010 at 2:57 PM

Apparently, we'll find out soon. For the last handful of years, the Toyota-produced Scion car company has sought to create brand loyalty among the Gen Y crowd through its marketing and with events like Scion Rock Fest, a free annual metal festival held in different parts of the country. Now the car manufacturer is focusing its efforts in Northern California by throwing an event which will "bring together the most contemporary players in music, art, and fashion to commemorate the launch of the new regional platform." It's not entirely clear what this new platform, called "Scionify," will be exactly, but the press release describes it as something that will "tie(s) regional social media and web together with live experiences and interactive engagement." Okaaaay. Here are more clues: "Scionify highlights the rich cultural and artistic landscape of Northern California. Trend setting musicians, visual artists, designers, event producers, artists, and creativity connoisseurs converge here."

As for the launch event, it will be held Thursday, June 17, at Temple Nightclub (540 Howard St., SF), and will feature Craze and The Gaslamp Killer, plus fashion installations by Irene Hernandez-Feiks of Chillin' Productions, an "art environment" courtesy of ArtNowSF, plus Solid Gold Jacuzzi, Rock It Science's Eric Sharp, Lights Down Low’s Sleazemore, Shane King of Hacksaw Entertainment, Blasthaus resident Nisus, Midweek Meltdown’s Swayzee, Surya Dub's Maneesh the Twister, Dials of Change the Beat, White Girl Lust, Honey Soundsystem, Hakobo of Fresco, and The Culprits.

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