Marketing is funny these days, and some companies know exactly how to trap us unsuspecting young folks with discerning taste. American Spirit was posted up at Capitol Hill Block Party handing out free packs of smokes, and Red Bull sponsors a slew of "underground" and usually worthwhile events, including the Red Bull Big Tune Beat Battle held a few weeks ago. This weekend, Kia, the Korean auto manufacturer, is throwing a veritable bonanza at SODO's Pacific Industrial Center; according to a press release, it is the "first-ever youth-oriented nationwide series of events centered on emerging culture," all in an effort to push the Kia Soul, a petite car "full of personality" targeted to "youthful consumers."
While these corny buzzwords aren't totally true (Scion did the same thing five years ago) and make this youthful consumer cringe, they've seemed to have compiled an impressive lineup of performers, drawing both from local DJ talents and national "indie" acts. The best thing is that they're all performing for free throughout the weekend. On Thursday, DJ DV-ONE and the very solid Atlanta-based indie-rock outfit Manchester Orchestra will be performing; you have to be 21+ and RSVP in order to get into that one, and there's a free bar. On Friday, they feature The Dum Dum Girls and the irreverent Wavves with DJs Sean Cee, Four Color Zack and N8, and on Saturday No Age (who will be playing Bumbershoot) and Chairlift will perform along with DJs Soul Uno, Risk One and Supreme LaRock. And if you patronize either of those days, are over the age of sixteen, and happen to test-drive the cutesy Soul, you are promised a free pair of tickets to see Santigold, the Brooklyn electro-pop bombshell who kicked serious ass at Sasquatch in May, on Sunday evening.
According to my friend and field rep Janae Jones, Cornerstone Promotions FADER Magazine is teaming with Kia to assemble these events, which accounts for the stacked line-up of some of Seattle's best club DJs and the overall hipness of this four-day event. To top it all off, they promise the best way to stay updated on the event is via their Twitter account. Figures. If you're interested in going, check the lineup with times on the flyer after the jump.