Ted Baker joins Keychange to boost upcoming music talent

By

Sandra Halliday

Published
Nov 1, 2021

Ted Baker on Monday revealed a partnership with gender equality initiative Keychange as part of its music-led Street Party Sessions Campaign.

It sees the company diving even deeper into the promotion of upcoming music talent as it will become a sponsor of Keychange’s Talent Development Programme. This will see it supporting women and gender minority artists and innovators who are enrolled in the initiative across the UK, Europe and Canada. 

That means it will provide store space for live performances, “as well as allowing upcoming talent to share their stories with new, wider audiences across its global platforms”.

To launch the collaboration, DJ and BBC Radio 6 Music host Jamz Supernova performed at Ted Baker’s Regent Street store on Friday as the first Keychange participant.

And the company has also signed the Keychange Pledge, “committing to better gender representation across its Street Party Sessions production with a majority female cast and crew”.

The news comes after the retailer in late September kicked off an entertainment-meets-marketing drive via those Street Party Sessions. They’re a collaboration with Eleven Studio to present “an immersive, digital-first series of performances by British musicians Jungle, Joy Crookes, Little Simz, Bastille and Alicai Harley”.

It filmed a number of two-song sessions at London’s Printworks with each presenting “a unique and unexpected interpretation of the classic street party”. A separate session has been released each week.