Scion Gives EMPD the Big Pay Back

BRANDED

Toyota's boxy car-building wing for people with absolutely no taste in automobiles, Scion, continues to swerve into elements of youth culture it just doesn't belong—there's too many infractions to even bother noting at this point. But with the economy dragging along and the brand writing massive checks, anything can be packaged and sold, even old school MCs on the comeback: EPMD. After showering Ghostface, Big Daddy Kane, 45 King and others with cash, it's Erick Sermon and Parrish Smith's turn to get paid with their "Run It' single via Scion's private record label. Yup, instead of spending money on trying to figure out how to unfuck their hideous looking vehicles, Scion decided to hit and run-down every cool icon in the Hip Hip subculture that is willing to cash their checks. The automaker is exhibiting all the tell tale signs of OBD and serves as a textbook example of author Lucas Conley's argument about brands spending more money on messaging and less on product development. On the flip side, this might be the only way the E Double E is gonna eat.