Cool Cars + Free Hip-Hop

It's the concert series that has given thousands of local hip-hop fans the chance to say, "I'm on the guest list!" It's also an interesting case of product marketing in the modern world.

Another installment of Scion's Live Metro hip-hop concerts rolls into town Sunday at the Varsity Theater, with Brooklyn duo M.O.P. (Mash-Out Posse) headlining. Previous performers in the series have included such reputable rappers as Too $hort, Ghostface, GZA, EPMD, Slick Rick and Raekwon -- all of whom performed for free in Minneapolis and eight other cities over the past year and a half. All that's required of fans is they RSVP for the shows online.

Those free tickets come compliments of Scion, the hip Toyota brand that makes those funky little box-shaped cars, the ones screaming to have neon put somewhere on their body. Just the idea that a corporate car company would use less-than-squeaky-clean rappers to sell their product says something about the changing face of hip-hop.

The fact that Minneapolis is one of the cities targeted for this national campaign says something else.

"We definitely researched which cities had good scenes and were right for what we wanted," said Scion's sales promotion manager Jeri Yoshizu.

Scion sees the Live Metro series as a new way to put its name and product in front of a certain demographic, namely those Internet-loving Generation Y fans who don't respond so well to TV or print advertising. Said Yoshizu, "We're building up a solid brand following in these cities by supporting a music community."

According to venue staff and the fans I've heard from, the local Scion shows have gone off without any hitches.

"We haven't had any problems, and everyone seems to have a good time," said the Varsity's booking director, Erik Stromstad, who hosted all 10 or so of the previous shows. "One of the reasons people like them, I think, is they're not just the typical rapper/DJ shows."

Scion (which pays the performers itself) hooks up each rapper with a large live band to contrast with their usual DJ sets. Just the fact that MCs have to work with a live band whittles down the roster of possible headliners, but there's more to it than that.

"We do have a certain level of filtering for the artists we pick," Yoshizu said. "We go for respected rappers, not Top 40, and we pick ones without negative messages."

With the success of the Live Metro gigs (look for more in the fall), Scion is now testing the waters for an all-metal offshoot to the series. The company even hosted a free Motörhead show at the South by Southwest Conference in March.

Trust me, I told Yoshizu we're also a big metal town.

The boys of Ol' Yeller are taking their band out behind the shed, but not before one final farewell gig, July 26 at the Uptown Bar.

Consistently one of the best straight-up rock acts in town, its gig schedule has sputtered of late due to various time conflicts. Frontman Rich Mattson already has a new group in the works called the Tisdales, which he formed with members of Hotel Coral Essex after they came into his studio near Eveleth, Minn., to record.

"All of the guys who played in Ol' Yeller are all still great friends to me," Mattson said via e-mail. "We'll find things to do in the future, maybe with guitars, maybe without. Maybe with power tools. Maybe with paddles and fishing rods. Probably with a beer."

Just a few days after the Drive-by Truckers' recent gig at First Ave, I was listening to the entire 2 1/2-hour concert again, thanks to the website www.archive.org. Not only is the Truckers' stellar set available for download there, so are other First Ave sets by Mike Doughty, Low, Cracker, Ween (lots o' Ween!), Smashing Pumpkins and the late Elliott Smith (also captured at the 400 Bar) -- all taper-friendly acts.

One of the scene's best-loved hardcore punk bands of the '90s, Threadbare plays its first show since 1996 tonight at the Triple Rock (10 p.m., $10). It's a fundraiser for a scholarship in the name of bassist Dustin Perry's sister Stephanie, who died of cancer in 2006. ... A nice little coup for the Pan African Festival (DEMO's offshoot of Afrifest): Burgeoning Somalian rapper K'Naan has been confirmed to headline one of the shows, Aug. 11 at First Ave. ...

Adam Svec, frontman of the Glad Version, took time out from his indie-rock band to record his own little album. Titled "Enemy Swimmer," the mostly acoustic solo debut is a mellower-sounding but not necessarily lighter affair, as songs like "In My Blood" still have the urgency and drama of the Glad Version's songs. His CD party is tonight at the Kitty Cat Klub (10 p.m.). ...

Not unlike the Scion shows (Toyota is involved in both), Urban Outfitters has been hosting free indie-rock gigs at some of its stores to benefit independent radio promoter Free Yr Radio. Yeasayer is playing a local installment at the UO store in Uptown Minneapolis on July 30. Print out a ticket at www.freeyrradio.com. You gotta love this freebie trend.

chrisr@startribune.com • 612-673-4658