SCION GARAGE
IN THE SUMMER OF 2013, I RESEARCED SCION (THE AUTOMOBILE BRAND) AND ITS CONNECTION TO GARAGE ROCK MUSIC CIRCA THE LATE 2000s/EARLY 2010s. I CAME TO THE FOLLOWING CONCLUSION:
"The larger implications of the marketing of Garage pertain to society as a whole. Today, more so than ever before, niche marketing is ubiquitous. Nothing is free from being bought, sold, and transformed into a global commodity. This is especially worrisome with regard to local, community based creation. The valuable relationships fostered through a community of active, interested participants can so easily be dismantled by individualistic wants and needs. It is unfortunate and all too common that multinational corporations attempt to gain ownership of something that does not belong in the realm of commodity. Even if they appear to ‘support the arts’ as in the case of Scion, they are still affirming the dominant ideology and it is the dominant ideology of globalization and capitalism that is destroying the spirit of creativity and community culture."
"The larger implications of the marketing of Garage pertain to society as a whole. Today, more so than ever before, niche marketing is ubiquitous. Nothing is free from being bought, sold, and transformed into a global commodity. This is especially worrisome with regard to local, community based creation. The valuable relationships fostered through a community of active, interested participants can so easily be dismantled by individualistic wants and needs. It is unfortunate and all too common that multinational corporations attempt to gain ownership of something that does not belong in the realm of commodity. Even if they appear to ‘support the arts’ as in the case of Scion, they are still affirming the dominant ideology and it is the dominant ideology of globalization and capitalism that is destroying the spirit of creativity and community culture."