Kia has hit upon a promotion that might actually get young people to by Kias: The company is sponsoring a festival, called Soul Collective, that will be free fests featuring the likes of Santigold and MGMT, that will be open only to people who have test driven a Kia Soul (their boxy answer to the Scion*). The festivals hit Washington, DC earlier this week, and will be going to larger markets like L.A., Boston and Philly in the near future. Go here to peep the details. [WSJ]

*-dropping automobile car knowledge on y'all.