The Mixtape: An Act Of Personal Expression That Can Also Be Used To Sell Things

Aug 17th, 2007 // 6 Comments

Subaru has hooked up with The Fader to release a CD mixtape to hype a new car, the Impreza (which sounds more like a once-popular malt liquor beverage), and they’re reaching out to a demographic that I hadn’t heard of before:

Although the partnership originally started with a few RWX ads in upcoming issues of Fader, both brands wanted to take the promotion a step further. Subaru, looking for unique placements, is targeting the RWX at the “man-child” — young guys between the ages of 20 to 35 who love to go into overdrive, party into the night and enjoy the latest video games. And the magazine, whose own readership fits the “man-child” demo, was hoping to lure some of those Subaru enthusiasts.

“We ended up pitching them the limited-edition mix tape,” said Andy Cohn, Fader’s publisher. “It’s a street-style mix tape with really emerging cool hip-hop artists.”

Compiled and mixed by former Fader associate editor Nick Catchdubs, the CD (alas, no truly old-school cassette tape) features 20 tunes from up-and-coming artists, from dance-hall tracks such as Tony Matterhorn’s “March Out” to a remixed version of Bonde Do Role’s Brazilian baile funk “Gasolina.”

The “man-child”? Is this now common advertising industry parlance? Also is this how a “music” magazine really views its readers, as a bunch of xxx-treme sports Baby Hueys with enough disposable income to at least consider buying a shiny new xxx-treme Subaru along with this week’s rainbow-brite BAPE sweatshirt and case full of Sparks? I do like Advertising Age‘s slant here, that the magazine and the automobile company are not just trying to pimp a ride–they’re trying to turn man-children onto some new tunes. Which is slightly contradicted by the fact that this is a limited edition release, but what the hell. Subaru, at least, knows what it’s getting out of this:

“The Fader has credibility with these customers,” Mr. Mayer said. “This whole street scene is an emerging trend. It’s an opportunity for us to be part of this emerging trend.”

“Street scene”? Do they mean the kind that end up on Last Night’s Party?

Subaru Helps Young Customers Discover Some New Tunes [Advertising Age]

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  1. Lucas Jensen

    I totally play videogames and party into the night. And I would totally go into eXtreme OverDrive if my 1998 Nissan Sentra would allow it.

  2. PengIn

    USA! USA! USA!

  3. AL

    “Catchdubs” cannot be his real last name, right?

  4. Halfwit

    what does it mean to “go into overdrive”. It doesn’t sound like the kind of thing one should love to do.

    Also, Filter magazine already did this with the Honda Fit (“Music Fit for the Drive”). There was a lot of suck, a bad Metric song… but it did include Ladytron’s “Destroy Everything You Touch,” which totally blew the curve.

  5. Lucas Jensen

    Filter and Fader, eh?

  6. Hyman Decent

    As an auto enthusiast (even though I live in NYC and almost never drive), I must point out that it’s the Subaru Impreza WRX, not RWX.

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