An exercise in cognitive dissonance?

By Gary S. Vasilash

If nothing else, the people at Porsche are imaginative when it comes to promoting its brand.

The latest effort is even more surprising than the hiring of the Science Guy:

A 212-page book titled. . .Hip-Hop Culture—A Road Trip through Europe.

The book is based on a pre-COVID trip that Niko Hüls, publisher of a hip-hop magazine, Backspin, took with people from Porsche.

The travels gave rise to profiles of hip-hop artists including Kool Savas (Berlin), Lord Esperanza (Paris), Edson Sabajo (Amsterdam), Falsalarma (Barcelona), Lars Pedersen (Copenhagen) and the Flying Steps (Berlin).

In what may be the understatement of the year, Sebastian Rudolph, Vice President Public Relations, Press, Sustainability and Politics at Porsche AG, said, “Hip-hop and Porsche – at first glance, this may seem a surprising combination.”

He added, however, “But this pairing stands for diversity and cultural values.”

The book is available from Back to Tape.

All proceeds from the book are being donated to Viva Con Agua.