April 21, 2015
Verses and Flow performer
Toyota Corp.'s Lexus is bolstering its ongoing "Verses and Flow" initiative with a scholarship available to African American students.
Verses and Flow provides black poets, musicians and other artists a space to creatively engage the slippery subject of race. By unifying artists around compelling, important issues, the automaker is able to reach a desired demographic in an organic fashion.
"Giving back to communities has always been part of Lexus’ philosophy since the brand launched," said Allison Takahashi, public relations specialist at Lexus, Torrance, CA.
Time to thrive
The Verses and Flow series is in its fourth season, averaging about eight episodes per season. Dozens of artists have performed on the show's stage, which has an unfettered, intimate format.
Iconn Mann on Verses and Flow Season 4
Lexus' intent to showcase inspiring figures in black communities resonates with the new scholarship, which calls for students to write about how they drive change in their communities and how they exhibit leadership.
Poets who have been featured on Verses and Flow
Twenty students will receive a $5,000 scholarship, two students from each of 10 historically black colleges or universities.
Scholarship video
On the Verses and Flow Web site, interested students can learn more about the scholarship and what is required of them. For instance, applicants will have to gather letters of recommendation and give a three-minute presentation.
The Web site also contains all the episodes of the series, behind-the-scenes content and artist profiles.
The latest season of the show designed to reach African-American consumers featured performances by artists including K. Michelle, Candice Glover and Ruben Studdard. Lexus is the executive producer for the program airing on TV One, a network that serves 57 million households, and whose mission is to “entertain, inform and inspire a diverse audience of adult Black viewers.”(see story).
Different voices
Lexus has numerous educational and community-building initiatives. For instance, Lexus is encouraging students to devise creative solutions for environmental problems with the possibility of winning a share of $500,000 in grants and scholarships.
The Lexus Eco Challenge calls for students in the United States to develop strategies in response to land and water or air and climate issues. Through this initiative the brand is demonstrating its investment in the future of the environment and science by supporting young scientists (see story).
"As part of Lexus’ philanthropic efforts, we’ve been a strong supporter of children and want to help them realize their potential and inspire them to make the world a better place," Ms. Takahashi said. "Encouraging them to embrace and love science, technology, engineering and math (STEM) through the Lexus Eco Challenge introduces them to new worlds, builds leadership skills and shows them how they can help their communities through STEM.
"The Eco Challenge has been inspiring students for eight years," she said. "Students and teachers are tackling more complex topics for the contest and the submissions we’re receiving are even more impressive.
"Each year teams are raising the bar through their quests to enhance their communities using STEM as their guides."
Final Take
Joe McCarthy, staff reporter on Luxury Daily, New York
Share your thoughts. Click here
