TIME Style & Design, Fall 2003: Fashion Insiders

TOM TAVEE

Every college has kids who spin records at all hours of the night on a campus radio station and put as much energy into organizing concerts as mastering organic chemistry. They are the ones who set a tone, deliver an edge. And now, thanks to Cornerstone Promotion, a youth-culture marketing agency that founded Fader magazine, they're also the kids who are marketing brands like Sprite, Microsoft, Disney and Sony Ericsson on campuses across America. When Cornerstone started the FARM (Field Academic Research and Marketing) Team in 2000, the thinking was to let the hipsters, rather than some suit at a folding table, introduce the newest and greatest products to the college set. Cornerstone employs 85 students to launch products, sponsor events and just be seen in the right places. FARM Team reps can earn $50 to $1,000 a month. But the application process can be long, and students need to list where they shop and hang out to confirm that they have access to the target markets. So how do you prove you're cool enough for school? One successful rep listed his favorite bands: Black Sabbath, John Coltrane and Redman. It was the combo, dude. —By Heather Won Tesoriero

10. ALLA VERBER

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