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Asian RC 5: Youth Importance Of Fashion & Music
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".