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Old School vs New School
Before I head off for the two-day conference in London here's a few school/college related stories that caught my eye:
What happens when De La Soul (the old school masters of hip-hop) and Toyota (one of the worlds largest automotive manufacturers) come together?
A 21 tour date special around the campuses of the top Universities in America—I didn't guess right either.
Group member Pos says 'We're fans of hip-hop, and to have theopportunity to talk to young people about what's so powerful in hip-hop — its history and what's going on right now — is the coolest thing we could be doing.'
To attend any of the dates costs only $1.20!
Time Warner and Warner Bros.have opened their chequebooks (no amount specified) to support the Los Angeles County High School for the Arts.
This two-year financial contribution is on top of other devlopments by the company who are 'in the process of establishing a range of internship, mentoring and lecture programs to educate and prepare students for careers in all facets of the entertainment business.'
The driving motivation has come from the Warner Bros. VP Craig Hunegs who is a board member of the school that needs to raise $1.7 million a year to maintain its arts programme.
And then we have another major motoring company,Ford—who are enticing college students or recent graduates to purchase their vehicles by offering them $500 off.
The second-largest U.S. automaker said 'about 15.1 million students across the United States are eligible for the rebate, which will remain on offer through January 2006.'
In the past there have been issues with drinks/confectionary companies via for a presence in schools—however, these latest stories demonstrate that the school-gates are being held open further for brands.
It's an obvious market but there has to be caution and integrity injected into the process, such as aligning with such causes as this.
Filed by DK on February 21 2005
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