It’s officially time to move to England. What a great show! DJ Vadim, Strictly Kev from DJ Food and Charlie Dark from Attica Blues. It would take 3 years and $100.00 to see all these guys pass through the arctic tundra of Minnesota. I still remember the DJ Vadim show at the Seventh Street Entry last year. Killa Kela, the whitest and most talented beat box alive today, stole the whole freaking show.

What really grabs me and makes me want to light dangerous firecrackers about the room is that Carhartt (a rugged outdoor work clothing company) sponsors this recurring show of European hip hop headz. Truly a marriage made in heaven and a tell tale sign that the Europeans are light years ahead of us in global cross marketing and, well, just everything in general. Looking at the US Carhartt site and then comparing it to its overseas Carhartt European companion, it’s obvious that the global brand strategy is completely different, with a totally different demographic of consumer. If anyone knows of other companies that have this global brand schizophrenia I’d be very curious to know. I can’t quite put my finger on why it’s so interesting but I think when I see it show up so clearly in a flyer like the one above, I can only think that it’s a good thing. Perhaps this is a special case though and not the norm. European Headz definitely embraced Carhartt and then someone at Carhartt got a clue and ran with it. It wasn’t a clothing company trying to build their brand of the backs of a movement. So I suppose what’s so appealing about the Carhartt case is definitely the bottom up kind of marketing where the found object (Carhartt) is taken by a populous, embraced, transformed, and then re-embraced by the company once again after the transformation. Hmmm…

Get your Skillers and head off to the lawn mower races.