For quite some time, Scion has been consistently linking up with DJs and musicians. Whether it be a Scion mix tape series or some sort of band or DJ tour, they have been affiliated with cutting edge artists who were forging paths in their own right. In the past they have aligned themselves with DJs like DJ Premier, DJ Jazzy Jeff, 45 King, and A-Trak, as well as artists like Murphy’s Law, Talib Kweli, High On Fire and more. Along with beverage companies like Red Bull, they have grown their brand into more than just vehicles by becoming a lifestyle brand. Diving into art, film, and of course music and beyond, they have broadened their audience base and solidified themselves as not just another company that makes dope cars, but rather a dope lifestyle company that also makes innovative cars for your innovative lifestyle. This year, they’ve released an interactive online museum called the Scion IQ Project Museum. The Museum “aims to spotlight influential and under-recognized musicians, movements and musical communities. A living site, the Museum will evolve over time with new material added to existing exhibits along with the unveiling of new exhibits. Through historical storytelling, criticism, commentary and the archiving of rare artifacts the Scion iQ Project Museum aims to serve as an inspiration for all generations and a resource for the study of contributions to art and culture that might otherwise be lost to time. There are opportunities throughout the site to support featured artists by purchasing products from them and their vendors sometimes made available exclusively via the Museum.”
“ Its goal is to spotlight influential cultural movements, moments and individuals from recent history. Because the artifacts from underground communities are disappearing and constantly in danger of being lost forever, the Scion iQ Project Museum seeks to preserve them and give them an online home. ”
So far, they’ve enlisted the help of the prolific Prince Paul, one of Hip Hop’s founders, epic producer and DJ, who has contributed and curates a section about well, Prince Paul. The original founder of Dew Doo Man Records opens up his personal archives and (so far) shows us yearbook entries from his alma mater Amityville High, as well as early Stetsasonic with DJ Red Alert, promotional toilet paper, and tales of Hip Hop skits. They have also enlisted the help of New York via Boston’s own DJ Amir Abdullah, who along with the help of Linh Truong, Jonathan Kirby, and Josh Dunn take you inside the legendary Detroit Record label Strata. From it’s humble beginnings on Michigan Ave. at the Strata Concert Gallery, you are taken on a free Jazz ride with pianist Stanlet Cowell, political activist John Sinclair, and looks into the Strata Gallery as well as a peek into the original pages of the Strata newsletter. Both of these are a must for the record collector, Jazz and Hip Hop enthusiast, music historian, or just an appreciator of good history. Well written and chock full of first time archive pieces from key players in each movement (personal collection of Prince Paul as well as Strata East personnel), Scion have done a great job of making the public aware of stuff they most likely wouldn’t have heard of. There is also another section on the LA Chicano Punk scene from the ’80s, which will open many people’s eyes to this underground movement from the Left Coast.
Scion have stepped up their game this time with the Scion IQ Project Museum. Not only do they again align themselves with the proper people to tell these stories, but step up the game and help preserve the culture and integrity of these three very different (but at the same time similar with their underground movement theme) moments in time. Kudos to Scion.
More info about the Scion IQ Project Museum here.