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Asian RC 5: Youth Importance Of Fashion & Music

Tuesday, 13th April 2010

Among speakers representing young entrepreneurs from outside racing who stressed the importance of using new forms of media to attract the next generation of racing fans, Melbourne-based Lifelounge (which researches young adult markets for major corporations) chief executive Dion Appel said racing should make itself "a youth lifestyle choice, by bringing technology into the sport & harnessing it". He also advocated bringing 2 other "pillars of the young adult market" - fashion & music - into racing, while attracting families & "harnessing friendships through the peer network, which is highly valued".

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