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Last week noticed 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 choose fans brave the minus six chills of the Glaswegian winter to rejoice the UK’s electronic music scene in warehouse artwork area 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 carried out high energy sets to a packed out audience, as well as being broadcast dwell through NTS.
After the occasion we caught up with singer, songwriter and producer Elliott Energy to discuss his stay performance, his ties to the brand and why it’s important to host occasions 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 came about after Nick Griffiths and Heidi Fearon of inventive studio &SON noticed me play reside proper in the beginning of the 12 months. They thought that I’d be a superb match for Stone Island.
We’ve noticed you appear to be a bit of elusive in relation to online social media. Is there any reasoning behind this?
I’m not deliberately elusive on social media, I’m just not good at the entire celebrity factor. I’m not anti-superstar, I just don’t have the time between music and my different two jobs to spend all day on social media. Also there may be an entire world outside of the internet. It’s vital to take on-line relationships into reality. This numbers sport that lots of people appear to be enjoying isn’t actual and it usually doesn’t correlate with sales/push of product (music, trend etc).
Do you assume being given this alternative will show you how to to gain real life publicity by way Stone Island Cotton T-Shirt in Blue of reside exhibits?
Since March 2016 I’ve had no label, no manager, no publisher, no press person and no dwell agent. So reside exhibits are pretty skinny on the ground for me, I’ve played dwell eight occasions ever. Six of those eight in 2016, four of the eight exterior of the nation. I’ve been paid for each single present. There are artists which can be in main deals which have performed each main festival during the last two years and not been paid as soon as. I’m not anti-major label, however at the identical time no firm has/will ever exploit me. The purpose is ‘to know your worth’ and in case your product is good it can stand up and folks will ultimately come round, so yes the few live bits I’ve finished assist. The much less is extra method appears to be working somewhat bit for me. I’m tired of hearing “but it will be great exposure” every time any stone island clothes for babies old free-no budget opportunity is thrown at me, unless it’s for a stone island clothes for babies superb trigger. You don’t stand up and go to work without cost, so why ought to I?
The first event was held in your hometown of London final 12 months. Do you suppose it’s necessary for manufacturers such as Stone Island to move away from the capital and expose other cities across the UK to home grown expertise?
It’s so necessary for brands and companies to look further afield than just London. Manchester, Bristol, Liverpool are just some of many cities within the U.K. 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 approach to music is similar, I’m obsessed with the details and finish. Stone Island is a staple for a lot of and it’s wearers don’t must shout out about it, if you already know you recognize. Similar as the individuals who like Elliott Power… if you understand you already know.
We’ve seen you started to work throughout different music and style-primarily based tasks together with The Salvages and modelling for Goodhood. Have you all the time had an curiosity in merging the 2, and if so the place do you assume this stems from?
No trendy musician can solely exist off just music alone possibly with the exception of Adele or Taylor Swift. You must be multifaceted now and venture down different avenues. I’m from a visible background and have all the time been excited about clothes. To be honest I’m probably wasting my time with music, I ought to in all probability attempt to get an artwork director job at Saatchi & Saatchi or something. I think I first became eager about clothes by means of the early road put on dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to excessive vogue and womenswear got here through my girlfriend. I like going between worlds and can 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 because as an organization it understands that to be able to know where you’re going, you must know where you’re from. They obtain this by digging from a rich archive and enjoying by their very own rules, these are things that I additionally strive to use to my very own projects.
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