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Automaker, artists collaborate
Scion appeals to hip-hop scene through free shows
By Natalia Ciolko
Free the soul, and the car will follow.
Legendary hip-hop group De La Soul is headlining a free show tonight at the Parish. Car company/aspiring cultural avatar Scion is sponsoring the event, just as they did last year with another free De La show. Scion has spent beaucoup de bucks catering to the hip-hop scene in recent years, sponsoring many free shows during SXSW, this year bringing the noise with a great Ghostface and Rakim show. They've definitely got their marketing down - Scion do-rags and an in-house crew of B-boys (sadly, no B-girls). I don't know if these concerts have helped them sell cars, but they have improved the life quality of Austin hip-hop fans of all persuasions. The weak point of most Scion free shows is the Scion DJ, who says Scion as many times as possible, for as long as possible, before you get to see who you came for. For this show, you will need to RSVP on the Scion Web site and be at least 21 years of age. The show is being held at the Parish, quite possibly one of the smallest venues for one of the biggest names in hip-hop history, so come early, wear your iPod while DJ Scion warms up, and then prepare to be rocked - I hear that the live rendition of "Ego Trip" is even wilder than the studio version. The Texan strives to present all information fairly, accurately and completely.
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