I, Reach

Finally, after about a year of waiting, we can all see, in finished form, the video that Toyota/Scion made for Reach.

Click on “Watch Now” in the “Featured Show” box on the left. My crappy PC monitor is too dark for me to see much of what’s going on. Hope you fare better with your office machine.

I had written about the video in a column last October, when Reach was having a party/concert/screening to signal the video’s completion. My description of the video in the column was based on how Reach described it to me; as of the writing, I hadn’t actually seen it myself. It’s pretty close, I’d say, but if you watched the video then read the opening of my column, you’d think I was exaggerating to make the video seem more exciting. And, really, would I do that???

Still, the video’s pretty cool. Best of all is getting to see Reach and his DJ, Ataxic (the guy in the laboratory at the beginning), on the online equivalent of national TV. And — not that anyone who doesn’t know them already will get this — it’s also good to hear names like “Phil” (Sike Style) CES, the Guild and other Kansas City names get dropped on something bigger than a locally released track.