Last week saw Italian sportswear heavyweights Stone Island head to Glasgow for its second instalment of Stone Island Presents, in collaboration with NTS Radio.
Beforehand hosted in London, the second intimate occasion saw select fans brave the minus six chills of the Glaswegian winter to rejoice the UK’s digital music scene in warehouse art house SWG3.
Kitted out with a thumping soundsystem and alluring visible projections, the curated event 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 discuss his stay performance, his ties to the brand and why it’s vital to host events like this all through the UK.
How did the chance to perform at Stone Island Presents arise?
The chance to carry out at Stone Island Presents took place after Nick Griffiths and Heidi Fearon of creative studio &SON saw me play live right in the beginning of the 12 months. They thought that I’d be an excellent match for Stone Island.
We’ve noticed you appear to be a bit of elusive on the subject of on-line Stone Island TrackSuits social media. Is there any reasoning behind this?
I’m not deliberately elusive on social media, I’m simply not good at the entire celeb factor. I’m not anti-celebrity, I simply don’t have the time between music and my different two jobs to spend all day on social media. Also there may be a complete world outdoors of the internet. It’s necessary to take online relationships into actuality. This numbers game that lots of people appear to be playing isn’t real and it often doesn’t correlate with gross sales/push of product (music, vogue and so forth).
Do you assume being given this alternative will help you to gain real life exposure by means of stay shows?
Since March 2016 I’ve had no label, no supervisor, no writer, no press individual and no stay agent. So reside reveals are fairly skinny on the ground for me, I’ve performed dwell eight occasions ever. Six of these eight in 2016, 4 of the eight outside of the nation. I’ve been paid for every single show. There are artists which can be in major deals that have played every major festival over the past two years and never been paid once. I’m not anti-main label, however at the identical time no company has/will ever exploit me. The point is ‘to know your worth and in case your product is nice it should stand up and people will ultimately come spherical, so sure the few live bits I’ve performed help. The less is extra strategy appears to be working a bit of bit for me. I’m bored with listening to “but it will likely be nice exposure every time any outdated free-no budget alternative is thrown at me, until it’s for an excellent cause. You don’t rise up and go to work without spending a dime, so why should I?
The first event was held in your hometown of London last 12 months. Do you assume it’s important for manufacturers comparable to Stone Island to maneuver away from the capital and expose different cities across the UK to dwelling grown expertise?
It’s so vital for brands and firms to look further afield than simply London. Manchester, Bristol, Liverpool are just a few of many cities in the U.Ok. Which have such a rich music history and vibrant music scenes that Stone Island can faucet into.
How do you suppose your music relates to the brand and its wearers?
Stone Island is about efficiency, innovation and particulars. My strategy to music is similar, I’m obsessive about the details and finish. Stone Island is a staple for many and it’s wearers don’t have to shout out about it, if you recognize you know. Identical as the individuals who like Elliott Power if you realize you realize.
We’ve observed you began to work across other music and trend-primarily based tasks together with The Salvages and modelling for Goodhood. Have you ever all the time had an interest in merging the two, and if that’s the case where do you think this stems from?
No modern musician can solely exist off simply music alone maybe with the exception of Adele or Taylor Swift. It’s important to be multifaceted now and venture down other avenues. I’m from a visible background and have all the time been thinking about clothing. To be trustworthy I’m probably wasting my time with music, I ought to probably attempt to get an art director job at Saatchi & Saatchi or one thing. I think I first grew to become serious about clothes by the early road wear dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to high vogue and womenswear got here by way of my girlfriend. I like going between worlds and can proceed to do so.
Does the Stone Island brand hold any significance to you personally?
Stone Island represents timeless high quality to me and it additionally holds significance because as an organization it understands that as a way to know the place you’re going, it’s a must to know the place you’re from. They obtain this by digging from a wealthy archive and enjoying by their very own rules, these are issues that I also attempt to use to my own projects.
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