It's Pimp My Ride gone wrong.
Lexus has been pushing the boundaries of traditional marketing with its upcoming IS sport sedan. Not only has the brand built a crazy gaming-inspired version of the new car, but it has now built a unique version complete with a turntable hidden in the dashboard for a new documentary series called "Driven by Sound". It is not unusual to see brands advertise their cars in music videos, but Lexus has gone one step further by truly infusing its product into the music industry. Legendary DJ and producer MC Madlib and record-selling artist and producer Kaytranada have now come together to create a brand-new double-single on vinyl which debuts in the Lexus IS "Wax Edition", a Lexus with a built-in turntable.
The Wax Edition has a fully functional turntable built into the dashboard which is capable of functioning even as the car moves, and in the new docuseries, Lexus, in partnership with Pitchfork, shows how the two artists go about their thing. "When I make music, I usually do it in headphones, so I hear everything clear," said Madlib. "And I take it to the car, test it out. Every time. That's the big test. To have the turntable in a Lexus? That's beyond." Kaytranada was equally impressed by the novel invention: "When Lexus said they wanted to build this car, I didn't think it was possible. It was amazing to see and hear vinyl playing while cruising in a car."
To make this dream a reality, Lexus commissioned SCPS, a world-renowned creative technology and custom fabrication studio based in Los Angeles to install the turntable. The device was created with a 3D printer and modified with carbon fiber and machined aluminum to fit the Lexus' dashboard, and is large enough to play a full-size 12-inch record. A rotating motor helps to stabilize the needle to stop skipping once the car is in motion.
The all-new IS also features one of the best car audio systems on the market: a 17-speaker Mark Levinson premium surround sound system with 17 speakers and 1,800 watts of power. "The Lexus IS Wax Edition exemplifies the ultimate union of our respective passions, bringing together vinyl and cars in a fresh new way," said Vinay Shahani, vice president of Lexus marketing.
The Wax Edition will not be for sale but will feature at future Lexus events, and Vinyl Me, Please (VMP), a monthly record subscription club will be distributing the exclusive 7-inch vinyl to select members as part of their subscription. Honestly, this looks like an episode of Pimp My Ride that went over budget.