University uses student mixtape on web to recruit new students

Last week in my web design class I talked briefly about how certain nonprofits deprive themselves of growth opportunities by trying to maintain centralized control over all aspects of their corporate identity, including their presence on the web. 

Here's a story from the other side:  a university that has endorsed a student group's downloadable hiphop mixtape to attract prospective students.  For a cutting-edge example of nonprofit web marketing 2.0, check out ProHipHop.com and the Hip Hop Congress mix.

My favorite quote is from one of the student performers, capturing how much better students understand the emerging marketplace than many so-called experts:

"It's more unique than a T-shirt or a coozie."