Say you're a German luxury car manufacturer with a reputation for engineering great cars, but you also have a stuffy, old-world and not-as-cool-as-BMW image working against you. What do you do to position yourself as a hip brand, "down" with today's youth? Well, you start with making sure your cars are iPod-friendly, because we all know this is Steve Job's world, we just happen to live in it. Having done that, you should align yourself with cutting-edge music to give yourself that "underground" feel. Enter the Mixed Tape, a now 10-volume series of hip, electro-world lounge compilations that Mercedes Benz has been compiling and offering for free download on the Benz-branded www.mixed-tape.com (great URL, by the way). Artists are for the most part unknown, but the music is all good. There's even an area for aspiring musicians to submit their demos to the mixed tape team for future consideration. So tell that eclectic-looking guy from IT to go ahead and submit his own music. This could be his big break.
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