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Last 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 event saw select fans brave the minus six chills of the Glaswegian winter to celebrate the UK’s electronic music scene in warehouse art space SWG3.
Kitted out with a thumping soundsystem and alluring visual projections, the curated event featured performances by homegrown underground artists including Covco, Trevor Jackson, Sega Bodega, Darkstar, Elliott Power and elusive XL Recordings DJ and producer Zomby, who all performed high energy sets to a packed out audience, as well as being broadcast live via NTS.
After the event we caught up with singer, songwriter and producer Elliott Power to talk about his dwell performance, his ties to the brand and why it’s essential to host events like this throughout the UK.
How did the opportunity to perform at Stone Island Presents arise
The opportunity to perform at Stone Island Presents came about after Nick Griffiths and Heidi Fearon of creative studio &SON saw me play dwell right at the beginning of the year. They thought that I’d be a great fit for Stone Island.
We’ve noticed you seem to be a bit elusive on the subject of on-line social Stone media. Is there any reasoning behind this
I’m not deliberately elusive on social media, I’m just not good at the whole celeb thing. I’m not anti-celeb, I simply don’t have the time between music and my different two jobs to spend all day on social media. Additionally there may be a complete world exterior of the internet. It’s essential to take online relationships into reality. This numbers game that a lot of people seem to be enjoying isn’t actual and it typically doesn’t correlate with gross sales/push of product (music, trend and so forth).
Do you suppose being given this opportunity will assist you to to gain real life exposure by means of reside reveals
Since March 2016 I’ve had no label, no supervisor, no writer, no press individual and no reside agent. So reside exhibits are pretty thin on the ground for me, I’ve played dwell eight times ever. Six of those eight in 2016, four of the eight exterior of the country. I’ve been paid for every single present. There are artists which are in major deals that have performed each major festival during the last two years and not been paid once. I’m not anti-major label, but at the same time no company has/will ever exploit me. The point is ‘to know your worth’ and if your product is nice it should stand up and stone island garment down jacket folks will finally come round, so yes the few dwell bits I’ve achieved help. The less is more approach seems to be working a little bit bit for me. I’m bored with listening to “but it will likely be nice exposure” every time any outdated free-no finances opportunity is thrown at me, except it’s for a good cause. You don’t rise up and go to work totally free, so why ought to I
The first occasion was held in your hometown of London last 12 months. Do you assume it’s important for brands comparable to Stone Island to move away from the capital and expose other cities across the UK to dwelling grown expertise
It’s so necessary for brands and corporations to look further afield than just London. Manchester, Bristol, Liverpool are just a few of many cities in the U.K. That have such a rich music history and vibrant music scenes that Stone Island can faucet into.
How do you assume your music relates to the brand and its wearers
Stone Island is about efficiency, innovation and details. My approach to music is the same, I’m obsessed with 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 already know you realize. Identical because the individuals who like Elliott Power… if you know you already know.
We’ve noticed you started to work across different music and trend-based mostly initiatives together with The Salvages and modelling for Goodhood. Have you ever all the time had an interest in merging the two, and if so where do you think this stems from
No modern musician can solely exist off just 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 visual background and have always been considering clothing. To be sincere I’m probably wasting my time with music, I should probably try and get an art director job at Saatchi & Saatchi or something. I think I first became considering clothing by the early street wear dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to high style and womenswear came by means of my girlfriend. I like going between worlds and will continue to do so.
Does the Stone Island brand hold any significance to you personally
Stone Island represents timeless quality to me and it also holds significance because as a company it understands that as a way to know the place you’re going, it’s a must to know where you’re from. They achieve this by digging from a rich archive and playing by their own guidelines, these are issues that I also try to use to my own projects.
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