BACKGROUND Hardcore street racers are driven by an insatiable quest for speed. They invest endless time and money to create the ultimate power-enhanced vehicle. They race for the addictive thrill of an adrenalin rush. Here, some snippets on street racers excerpted from our Gen Y brand planning guide, IGNITE!/youth. PLANNING MATRIX: THRILL RENEGADES Framed by a subculture Y axis and a sensorial X axis, Thrill Renegades live in the bottom, right, lifestyle quadrant of the Gen Y matrix. Creating havoc. Breaking the law. Escaping near death. The allure of the Thrill Renegades runs deep in one’s psyche. They live for the moment. This is a group addicted to risk, at any cost. At a minimum, Thrill Renegades reflect the youth culture’s basic need for novelty and change. Thrill Renegades celebrate defiance and typically engage in solitary activities that provide an escape from supervision and authority. (Download of the planning matrix available on homepage) RELATED MOBS Taggers, Bike Messengers, Backyard Wrestlers, Battle Rappers LINGO Ricer. One who spends more money modding a car than its worth. Humongous aluminum/fiberglass spoiler, oversized fiberglass bodykit, "clear" rear lights, obnoxious exhaust and oversized exhaust tip, 500 sponsor decals/stickers of performance parts they don’t own, flame vinyls/paint. Or simply a Honda Civic with no payments left on it bought by second owner who then tints the windows and adds a spoiler and fart cans. ONLINE ETHNOGRAPHY Learn how to drive. It's not like a crew will just go... "open this week only for new members" It's not a frat, we don't rush our members. Prove yourself, then you MIGHT get in. Flickr Chicago Street Racing www.speedhawaii.com smallblockposse.net www.xposed.com www.sdsstreetracing.com www.bakersfieldstreetracing.com CELEBRITY DNA New school Detroit techno mainstay "Mad" Mike Banks has been an indelible force in the Motor City underground for nearly a decade. As a founding member of Underground Resistance, he's contributed to the '90s renaissance of Detroit techno that has rebuilt the stripped-down hardness of the music from its historic roots. (more) SOME NICHE BRANDS Saleen http://www.saleen.com Hemi http://www.hemi.com Dayton Wire Wheels http://www.daytonwirewheel.com LINKS www.hotimportnights.com www.streetracing.org www.speedtv.com www.sromagazine.org www.streetdreamsshow.com www.littledetroit.net www.fastestcarinamerica.com