Scion Launches Music Label

Toyota will announce at this week's South By Southwest music conference the launch of a new Scion record label. The Dakah Hip Hop Orchestra is slated to be the new label's first artist.

"We're not making a profit from this," Jeri Yoshizu, sales promotion manager of Scion said. "We are enabling unsigned artists to get their feet up." She added the program is not for consumers, but to promote underground artists.
Read more (AdAge.com - subscription required)

Note: In a definite sign of things to come, this effort reflects one approach brands can take to get involved to stay relevant and embedded with niches within the marketplace. Brands as patrons rather than just sponsors.  Know and contribute to the pulse of the market you wish to reach.  Seems a smart approach to reach a growing skeptical consumer.  Forget stealth.....do something that matters to people.  Get more underground bands heard. 

It will be interesting to see how this evolves.  One can't argue against Toyota's strategy so far - their numbers are solid.  Toyota the stage is yours - just don't mess it up.... so hopefully other brands will show similar courage to take creative risks that reach out to consumers in unexpected ways.