But, as they always say, there is no such thing as a free lunch. (i.e. there's always a catch) And yes, this "free" show is no exception. While you won't have to shell out any actual cash to get in, you do have to RSVP on the sponsor's website and sell them...er.., I mean give them your email address. And, at the event I'm sure you'll be subjected to a barrage of subtle advertising schemes to get you to notice the brand.
The show is sponsored by Scion, a new car by Toyota that is being marketed to the young and hip under 30 crowd. Rather than using traditional advertising methods to sell the car, Toyota is using more subtle techniques (like music sponsorship, internet marketing) to push the brand. The strategy is to create a "buzz" about the car rather than pound more glossy ads into the minds of cynical Gen-Y's who have become disenfranchised with corporate marketing and advertising.
Tonight's performance is a part of an entire tour sponsored by Scion that will be bringing Grandmaster Flash and The Biz to other hip urban locales in Philadelphia, L.A. and Austin, TX. Tonight's show will also feature local hip hop artist Tone B. Nimble (of All Natural) and Chicago DJ The Twilite Tone.
Marketing cynicism aside, it sounds like a great line-up of artists, especially for a Monday night. Hopefully the advertising and product placement won't be too obnoxious and your email account won't become overridden by Scion spam after signing the RSVP. My recommendation would be to give them a bullshit email address (or maybe an old hotmail address you rarely use) and then drop Sonotheque briefly to check out the scene. If it's too crowded and the marketing is obnoxious, you can easily bail and won't be out any cash. If everything is fine, then throw down a couple of drinks and enjoy seeing the legendary Grandmaster Flash do his magic on the decks.
Sonotheque is located at 1444 West Chicago Ave., go to www.sicon.com/metro to RSVP your free admission to the event.