Objective: Discover, nurture, fund and distribute compelling music and arts programming to build an authentic, youth-oriented lifestyle brand.
Solution: We created Scion A/V, a platform that championed projects for over 100 underground musical artists, supported tours and special events, created film documentaries, curated art installations, and produced a collection of publications, including a lifestyle magazine and music 'zines. Additionally, we executed the annual Scion Music(less) Conference, launched scionav.com—one of the first digital content portals, and operated seven broadband radio stations via Scion A/V Streaming Radio.
Scion Magazine: This oversized lifestyle publication was distributed at Scion events and included an interactive version with added video content which lived on scionav.com.
Scion Music Zines: These were Xerox printed publications distributed at targeted music events within the Dance, Garage and Metal genres. Digital versions with added video content lived on scionav.com.
Album Packaging & Poster Design: These music releases included both physical and digital packaging and could be downloaded or streamed for free on Scion Radio via scionav.com.
Scion's Music(Less) Conference: This conference brought together aspiring artists and industry luminaries for a two-day immersion of music fueled conversation. Influential members of the music community provided up-and-coming artists with valuable industry insights and resources. For those unable to attend, the conference presentations were filmed and existed as digital resources on ScionAV.com.
Scion Music(less) Conference: Artist Studio Tours
Scion Space: LA - Scion's pop-up retail space in Los Angeles featured rare collaborations with streetwear brands like SSUR, Undefeated, Hood by Air, Juice, Carrot, and Nike. In addition to featuring limited-edition capsule collections, the pop-up space showcased original music releases from artists like Tyler, The Creator and limited-edition work from artists like Stella Blu and SLVSTR.
Scion Installation Art Tour: The annual tour was designed to present established and emerging artists and their work to audiences across the country. All artwork was auctioned off with 100 percent of the proceeds going toward art-related charities.
Scion Roadtrip: This bus tour sought to recreate Kerouac's “charging restless” vision by sending groups of musicians and artists on a 10-day trip through the American Southwest. While the Rhythm Roots All-Stars played gigs along the way, the L.A.-based street artists painted murals on billboards and the sides of buildings. The trip wrapped in New Orleans, where the band played with Femi Kuti; the concert’s ticket sales were donated to a Hurricane Katrina-relief charity.
Miles from LA to New Orleans: 1897.61 | States Traveled: California, Arizona, New Mexico, Texas and Louisiana | Amount Donated to Katrina Relief: $17,215
Skywalkers Balloon Parade: Art Basel Scion commissioned FriendsWithYou to produce Skywalkers with a set of 18 balloons, ranging from 5 to 60 feet, celebrating our solar system’s “formal acceptance into the universe.” The balloons dotted the Miami Beach sky with the help of various artists like Mumbleboy, Paper Rad and David Choe and 300 volunteers.
Release: Scion presented their first clothing line called Release from rising designers Blue Davis and Jupiter Desphy. The line included apparel and accessories ranging from t-shirts and polos to long sleeve shirts, hoodies, vests, jackets, visors, bags and more.
Lifestyle Photography (Art Direction): Photography used across the brand from dealership to website and within custom publications.
iQ Interactive Brochure: To promote the iQ, Scion introduced an Interactive Brochure featuring the work of 12 different artists as they explored different aspects of the iQ.