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 noticed select followers brave the minus six chills of the Glaswegian winter to have fun the UK’s digital music scene in warehouse artwork area SWG3.
Kitted out with a thumping soundsystem and alluring visual projections, the curated occasion featured performances by homegrown underground artists including Covco, Trevor Jackson, Sega Bodega, Darkstar, Elliott Energy and elusive XL Recordings DJ and producer Zomby, who all carried out excessive vitality sets to a packed out audience, as well as being broadcast stay via NTS.
After the event we caught up with singer, songwriter and producer Elliott Power to speak about his live performance, his ties to the brand and why it’s important to host events like this throughout the UK.
How did the chance to perform at Stone Island Presents come up?
The chance to carry out at Stone Island Presents happened after Nick Griffiths and Heidi Fearon of inventive studio &SON saw me play dwell proper at the beginning of the year. They thought that I’d be a good fit for Stone Island.
We’ve observed you appear to be a bit elusive when it comes to 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 superstar factor. I’m not anti-celebrity, I just don’t have the time between music and my different two jobs to spend all day on social media. Also there’s an entire world outdoors of the web. It’s important to take online relationships into actuality. This numbers game that a lot of people appear to be enjoying isn’t real and it typically doesn’t correlate with sales/push of product (music, trend and so on).
Do you assume being given this alternative will aid you to realize actual life publicity by means of live exhibits?
Since March 2016 I’ve had no label, no supervisor, no publisher, no press particular person and no reside agent. So dwell exhibits are pretty skinny on the bottom for me, I’ve performed live eight times ever. Six of those eight in 2016, 4 of the eight outside of the country. I’ve been paid for each single present. There are artists which are in major offers that have played every major festival during the last two years and not been paid as soon as. I’m not anti-main label, however at the same time no company has/will ever exploit me. The purpose is ‘to know your worthand in case your product is sweet it’ll stand up and people will eventually come round, so sure the few live bits I’ve carried out help. The less is extra approach appears to be working slightly bit for me. I’m bored with hearing “but will probably be nice exposureevery time any previous free-no funds opportunity is thrown at me, except it’s for a good cause. You don’t get up and go to work free of charge, so why ought to I?
The first event was held in your hometown of London final yr. Do you assume it’s vital for brands reminiscent of Stone Island to maneuver away from the capital and expose other cities across the UK to residence grown talent?
It’s so essential for manufacturers and firms to look additional afield than simply London. Manchester, Bristol, Liverpool are only a few of many cities in the U.Okay. That have such a wealthy music history and vibrant music scenes that Stone Island can tap into.
How do you assume your music pertains to the brand and its wearers?
Stone Island is about performance, innovation and particulars. My strategy to music is similar, I’m obsessive about the main points and end. Stone Island is a staple for a lot of and it’s wearers don’t have to shout out about it, if you realize you understand. Identical as the people who like Elliott Powerif you understand you know.
We’ve noticed you began to work throughout different music and trend-based initiatives together with The Salvages and modelling for Goodhood. Have you ever always had an curiosity in merging the two, and in that case where do you assume this stems from?
No trendy musician can solely exist off simply music alone possibly with the exception of Adele or Taylor Swift. It’s important to be multifaceted now and enterprise down different avenues. I’m from a visible background and have always been concerned with clothes. To be sincere I’m most likely losing my time with music, I ought to most likely try and get an artwork director job at Saatchi & Saatchi or something. I think I first became considering clothes through the early road put on dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to high fashion and womenswear came through my girlfriend. I like going between worlds and can proceed to do so.
Does the Stone Island model hold any significance to you personally?
Stone Island represents timeless high quality to me and it also holds significance as a result of as a company it understands that in an effort to know the place you’re going, it’s important to know the place you’re from. They obtain this by digging from a wealthy archive and taking part in by their very own guidelines, these are things that I also attempt to use to my own projects.