Superdry Launches ‘Superdrysounds’ In Conjunction With Vision Nine

17 April 2018 - Press release

A GLOBAL EMERGING MUSIC TALENT & EVENT PLATFORM LAUNCHING ON SUPERDRY.COM

Renowned global clothing brand Superdry has teamed up with live entertainment specialists Vision Nine to launch its first worldwide new music programme, SuperdrySounds.

Propelling the brand into the live music space, the project will provide opportunities for new and emerging talent to shine across Superdry-owned events, sponsored festival stages and via its extensive network of stores around the world.

The SuperdrySounds project will be produced entirely by Vision Nine, the live entertainment and content specialists behind some of the biggest music and sports events in the UK including Boardmasters surf and music festival, NASS BMX and skateboard festival and The Masked Ball.

The campaign will be rolled out globally including key markets of the UK (home of Superdry), Germany, Australia and China. The brand has enlisted artists Timmy Xu, Ami Carmine, Au/Ra, Santino Le Saint, Aaron Unknown, Sam Blacky and Lexie Liu to feature and to replace the traditional models featured in their Spring / Summer 2018 campaign.

The hand-picked acts will spearhead SuperdrySounds in their own local markets, working with the brand to curate festival stages, provide an A&R function, and to perform at select exclusive in-store events.

Superdry’s commitment to emerging music talent has been driven by a strong desire to find and support credible and authentic artists – with a focus on those who have chosen to drive their careers through digital means.

Euan Sutherland, Superdry Chief Executive Officer said, “As an entrepreneurial business known for relentless innovation, supporting up-and-coming new talent is in Superdry’s DNA. With SuperdrySounds we can giving rising new talent a global digital brand platform to perform on, as well as giving our customers access to great music.”

Les Seddon-Brown, Business Development Director at Boardmasters added, “At Vision Nine we work with hundreds of emerging and established music acts each year at some of the biggest music events in the UK, so it is an honour to be asked to create an all-new project which champions the best new talent. Superdry is a brand that people resonate with and respect and has quickly established itself as one of the most recognised sports and leisure brands to have ever sprung from the UK, so we can’t think of anybody better to partner with on this project.”