New UK label partners with John Varvatos fashion house

12 October 2015 - Press release

“Big brand links will help us break new acts,” says Feels Music

Newly launched UK label, publishing and management company, Feels Music, has partnered with US fashion giant John Varvatos.

Feels Music opened its doors on October 5 in partnership with Metropolis Studios. The new company has an artist discovery app at the centre of its A&R process, allowing acts to upload music and content in the hope of being signed for records, publishing or management.

Together, Feels Music and John Varvatos have launched a worldwide search for an emerging artist to sign to the Feels Music label. The chosen act will perform at a showcase event at Metropolis in London dressed in John Varvatos collection. The showcase will be live streamed on YouTube.

The Feels brand originally launched four months ago as a talent discovery app for the fashion industry, connecting emerging models with brands and industry leaders for representation via an app allowing users to upload photos and videos in a bid to feature in international campaigns.

John Varvatos is an international men’s fashion and lifestyle brand famous for its ad campaigns featuring big name musicians such as Iggy Pop, Alice Cooper, Velvet Revolver and Dave Matthews.

Feels CEO Dawson King said: “To be able to work with a fashion powerhouse such as John Varvatos is a massive opportunity for any act on the Feels Music roster. The showcase at Metropolis is just one of many projects that we are working on with a number of big fashion brands that want to run worldwide campaigns with new artists. Thanks to our established relationships in the fashion industry, Feels Music already has a competitive advantage when it comes to breaking acts, being able to get them great visibility with big name brands across online, TV and radio.

John Varvatos said: “We’re very excited about our partnership with Feels and the launch of its artists’ discovery platform. As the owner of a record label, I understand the challenges that musicians face. The road to discovery can take many twists and turns but the feels music app, provides a great alternative.”

The Feels fashion app was launched in May 2015 in partnership with Storm Models and has gone on to establish a reach of over 2.6 million users a week, helping place emerging models in numerous national and international campaigns with brands such as Levi’s, Drop Dead, boohoo and Missguided.

“Fashion and music have always cross-pollinated,” said King. “Many of the fashion influencers on our platform are also musicians and we’re being approached on a weekly basis by brands that want to work with them on integrated campaigns.”