Toyota In Talks To Launch Scion-Branded TV Show

Toyota's Scion division is ramping up its efforts within the independent and underground music world, with negotiations to launch a reality TV show called "Stomping Grounds," starring hip-hop artists who cruise around (in Scion vehicles) the neighborhoods they grew up in.

The company's music marketing firm shot the first of these, starring Bismarky, according to Patrick Courrielche, managing director of the agency, Inform Ventures, an L.A.-based lifestyle marketing firm handling music-marketing ventures for Scion.

Courrielche confirmed that the agency and Scion have approached networks about the show. "Right now it's in film festivals, but we are approaching networks about licensing the show and making a series out of it. That's how we would approach it, as a Scion-branded show, with Scion cars in it," he says.

"There is definite interest, but it's a grey area. It's starting to happen more often, but there's not an industry-standard way to approach it. But Scion is on board and they are involved with conversations." Scion wasn't available for comment.

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Scion has been involved with music since its inception, with a focus on regional artists with an underground following. Courrielche says the program expanded with an MC competition in 2004 called "Next Up," in which artists submitted tracks, and Scion and Inform Ventures had a panel of industry judges who selected the best artist. Inform created a music video and tour, infused with Scion branding and product.

But he says the program has evolved into something more: "We are giving artists the feel of label support without their being locked in." Today, Scion will launch a program using hip-hop producer Hi-Tec, who has produced for 50 Cent and Jay Z, among others.

As part of the program, "The Prospect," he will select a promising hip-hop artist, record his music and make a music video, while Inform Ventures develops a marketing program and a mini-tour for the artist. The winner of the program will be chosen in July, based on submissions to scionprospect.com.

The agency runs a program for Scion called Sessions, involving some 40 underground music events per month in a variety of markets small and large.

"Scion targeted the underground music community as a place they wanted to be, in terms of where the innovation was," Courrielche says. "We noticed that in every market we were going to there was some form of this kind of underground music community. Scion decided to do it more widespread, blanket the country with sponsoring events."

"Scion realized they had to create these experiences and be authentic. They generate good will because these events wouldn't be happening in these markets without Scion."

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