Superdry amps up music links

By

Barbara Santamaria

Published
Apr 18, 2018

Clothing brand Superdry has launched a worldwide music programme, SuperdrySounds, in partnership with a live entertainment company.

CEO Euan Sutherland said supporting emerging talent is in the brand’s DNA. Superdry had begun to target up-and-coming music artists to play in its stores and campaigns in January.

In addition to providing opportunities to feature in its marketing campaigns, SuperdrySounds will propel the British clothing brand into the live music space with Superdry-owned events and sponsored festival stages.

The project will be produced by Vision Nine, the live entertainment and content specialists behind some of the biggest music and sports events in the UK including Boardmasters, NASS BMX and The Masked Ball.

A line-up of music artists including Timmy Xu, Ami Carmine, Au/Ra, Santino Le Saint, Aaron Unknown, Sam Blacky and Lexie Liu will feature in the brand’s Spring Summer 2018 campaign, and work with the brand to curate festival stages and perform at select in-store events.

“As an entrepreneurial business known for relentless innovation, supporting up-and-coming new talent is in Superdry’s DNA. 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,” said Euan Sutherland, chief executive officer.

“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,” added Les Seddon-Brown, business development director at Boardmasters.

“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.”