Clothing brand Superdry has entered the live music space by teaming with Boardmasters promoter Vision Nine to launch new global music programme, SuperdrySounds.
The project, which launches on May 1, will provide opportunities for new and emerging talent to be spotlighted across Superdry-owned events, sponsored festival stages and via its extensive network of stores around the world.
It will be produced by live entertainment and content specialist Vision Nine, the company behind UK events including the Boardmasters surf and music festival, NASS BMX and skateboard festival and The Masked Ball.
Superdry CEO Euan Sutherland said it was "in Superdry's DNA" to support up-and-coming acts. "With SuperdrySounds we can giving rising new talent a global digital brand platform to perform on, as well as giving our customers access to great music,” he said.
The campaign will be rolled out globally including key markets of the UK (home of Superdry), Germany, Australia and China. The brand has focused on acts "who have chosen to drive their careers through digital means", enlisting artists Timmy Xu, Ami Carmine, Au/Ra, Santino Le Saint, Aaron Unknown, Sam Blacky and Lexie Liu to feature and to replace the traditional models featured in its summer 2018 campaign.
The acts will spearhead SuperdrySounds in their own local markets, working with the brand to curate festival stages, provide an A&R function, and to perform at select exclusive in-store events.
Les Seddon-Brown, business development director at Boardmasters added, “At Vision Nine we work with hundreds of emerging and established music acts each year at some of the biggest music events in the UK, so it is an honour to be asked to create an all-new project which champions the best new talent.
"Superdry is a brand that people resonate with and respect and has quickly established itself as one of the most recognised sports and leisure brands to have ever sprung from the UK, so we can’t think of anybody better to partner with on this project.”