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Final week saw Italian sportswear heavyweights Stone Island head to Glasgow for its second instalment of Stone Island Presents, in collaboration with NTS Radio.
Previously hosted in London, the second intimate occasion noticed select fans brave the minus six chills of the Glaswegian winter to rejoice the UK’s digital music scene in warehouse art space SWG3.
Kitted out with a thumping soundsystem and alluring visual projections, the curated occasion featured performances by homegrown underground artists together with Covco, Trevor Jackson, Sega Bodega, Darkstar, Elliott Energy and elusive XL Recordings DJ and producer Zomby, who all carried out excessive vitality units to a packed out audience, in addition to being broadcast dwell by way of NTS.
After the event we caught up with singer, songwriter and producer Elliott Power to talk about his reside performance, his ties to the brand and why it’s essential to host events like this all through the UK.
How did the opportunity to perform at Stone Island Presents arise
The opportunity to carry out at Stone Island Presents happened after Nick Griffiths and Heidi Fearon of artistic studio &SON noticed me play reside right firstly of the 12 months. They thought that I’d be a great match for Stone Island.
We’ve noticed you seem to be a little elusive on the subject of online social media. Is there any reasoning behind this
I’m not intentionally elusive on social media, I’m simply not good at the entire movie star thing. I’m not anti-superstar, I simply don’t have the time between music and my other two jobs to spend all day on social media. Also there’s a whole world outdoors of the web. It’s important to take online relationships into actuality. This numbers recreation that lots of people seem to be taking part in isn’t real and it typically doesn’t correlate with sales/push of product (music, fashion etc).
Do you assume being given this alternative will aid you to gain actual life publicity by means of stay shows
Since March 2016 I’ve had no label, no supervisor, no writer, no press person and no reside agent. So dwell reveals are pretty skinny on the bottom for me, I’ve performed reside eight times ever. Six of these eight in 2016, 4 of the eight outside of the nation. I’ve been paid for each single present. There are artists that are in major deals that have played every main festival during the last two years and not been paid once. I’m not anti-major label, however at the same time no firm has/will ever exploit me. The point is ‘to know your worth’ and if your product is nice it should stand up and other people will ultimately come round, so yes the few live bits I’ve executed assist. The much less is more approach seems to be working a little bit for me. I’m tired of listening to “but it will likely be nice exposure” every time any old free-no funds alternative is thrown at me, unless it’s for a good Stone Island Sale cause. You don’t get up and go to work without cost, so why ought to I
The first event was held in your hometown of London last yr. Do you assume it’s important for brands akin to Stone Island to maneuver away from the capital and expose other cities across the UK to home grown talent
It’s so vital for manufacturers and companies to look further afield than simply London. Manchester, Bristol, Liverpool are only a few of many cities within the U.Ok. That have such a rich music history and vibrant music scenes that Stone Island can faucet into.
How do you assume your music pertains to the brand and its wearers
Stone Island is about efficiency, innovation and particulars. My method to music is identical, I’m obsessed with the details and end. Stone Island is a staple for a lot of and it’s wearers don’t need to shout out about it, if you know you recognize. Same as the individuals who like Elliott Power… if you know you already know.
We’ve observed you began to work throughout different music and fashion-based mostly projects together with The Salvages and modelling for Goodhood. Have you ever always had an curiosity in merging the two, and if so where do you think this stems from
No modern musician can solely exist off simply music alone possibly with the exception of Adele or Taylor Swift. It’s a must to be multifaceted now and venture down other avenues. I’m from a visible background and have always been inquisitive about clothing. To be sincere I’m most likely wasting my time with music, I ought to in all probability try and get an art director job at Saatchi & Saatchi or something. I feel I first became excited by clothing by way of the early road put yellow stone island jumper on dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to excessive fashion and womenswear came through my girlfriend. I like going between worlds and will continue to do so.
Does the Stone Island model hold any significance to you personally
Stone Island represents timeless quality to me and it also holds significance as a result of as an organization it understands that with a view to know where you are going, it’s a must to know where you’re from. They achieve this by digging from a rich archive and enjoying by their very own guidelines, these are issues that I additionally strive to apply to my own tasks.
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