Fashion takes control
April 7, 2009
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Topman offers bespoke access for music fans
UK high street youth clothing retailer Topman has embarked on a unique music initiative that sees it handing over control of its current music campaign to a selection of emerging artists. The CTRL platform – inspired by the recognition that fans want greater access to bands – enables one act per month to curate a bespoke live event featuring a selection of their favourite artists, whilst also taking hold of the creative reigns of the Topman CTRL blog.
First up to curate the CRTL blog and programme a live event is highly acclaimed British electronic 3-piece Metronomy. They will be followed by upcoming New Zealand born singer/songwriter Ladyhawke. Lightspeed Champion and Sam Kilcoyne are also lined up to participate and will programme stages at The Great Escape and Underage Festivals.
Topman Marketing Director, Jason Griffiths said: “After many years of successful music sponsorships, we feel that the time is right to launch our own platform. We will be handing over the reigns each month to an upcoming artist to bring our audiences closer to their favourite new bands. We are really excited to provide a window to their creative world and are looking forward to seeing what they come up with.”
The first CTRL Live event took place on the 25th March at Hoxton Square Bar & Kitchen, and featured Kamerakino, Your Twenties, Koko Von Napoo and a DJ set from Metronomy themselves.
So what?: Fashion and music should go hand in hand, but for a long time now these two areas have only tentatively collaborated. The odd endorsement here, the occasional artist led collection there, but rarely led with a deeper understanding of what consumers what and need from music. This campaign from Topman goes someway to redressing this common misconnection by harnessing a developing trend emerging from the new music business. Radio’s ability to keep ahead of the zeitgeist is greatly diminished, and music TV is all but extinct, the ones making any real noise are the niche communities built around genuine fans.
Topman offers up an eclectic mix of cutting edge fashion for the youth market, and providing equally exclusive access to the personal playlists of artists on the creative cusp is a bold and decisive move. Recommendations don’t come any better than from your idols, and this handpicked selection sees Topman taking ownership of a definite space within music’s culture – as opposed to other brands that simply take campaigns off the peg. Access, rather than ownership is the new route for music consumption, and this campaign offers a new level of intimate insight into the bands Topman’s audience love.
“Topman CTRL is a great idea from a music perspective, it really allows music lovers to get closer to their favourite artists. I like the fact that those artists are also sharing their influences and showcasing their favourite up and coming artists.”
Jennifer Roebuck, Head of Ecommerce and Direct, French Connection
Great idea