What kind of music sells best at digital stores? Indie rock. What type of person tends to wear earbuds seemingly day and night? An indie kid. The MP3 player is as much a lifestyle choice as it is a source of entertainment. Microsoft obviously sees its target market and has hired super-hip publicity/marketing company Girlie Action to help market its Zune media player (which comes out in a bit over two weeks).

Girlie Action is getting the word out about a limited edition Zune that is being created for The La Brea Takeover. Streetwear Design Kingpins Union, UNDFTD and Stussy will each auction off two of the limited edition Zune players. (Read article at XLR8R.)

The choice of publicists fits with the choice of target market and overall campaign. The device will come pre-loaded with music from indie labels like Sub Pop and Astralwerks, the latter of which has a Zune-sponsored tour starting soon. Zune is throwing a parties at this year's CMJ, too. Zune ads can be seen on a range of blogs. A quick glance at the Coming Zune website (pictured above) will show the underground aesthetic Zune is going after. After a few months of marketing, the Zune is less about functionality and more about the the lifestyle of the indie yuppie.

Will this corporate-averse crowd react to such underground marketing? Out of piqued curiosity, I eagerly await the embrace, indifference or backlash.