Final week saw 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 event noticed choose fans brave the minus six chills of the Glaswegian winter to celebrate the UK’s electronic music scene in warehouse artwork area SWG3.
Kitted out with a thumping soundsystem and alluring visible projections, the curated event featured performances by homegrown underground artists together with Covco, Trevor Jackson, Sega Bodega, Darkstar, Elliott Power and elusive XL Recordings DJ and producer Zomby, who all carried out excessive vitality units to a packed out viewers, in addition to being broadcast reside through NTS.
After the event we caught up with singer, songwriter and producer Elliott Energy to speak about his reside performance, his ties to the brand and why it’s vital to host occasions like this throughout the UK.
How did the chance to perform at Stone Island Presents come up?
The chance to perform at Stone Island Presents happened after Nick Griffiths and Heidi Fearon of inventive studio &SON saw me play stay proper firstly of Fleecewear the year. They thought that I’d be a great match for Stone Island.
We’ve noticed you appear to be slightly elusive with regards to on-line social media. Is there any reasoning behind this?
I’m not deliberately elusive on social media, I’m just not good at the whole superstar factor. I’m not anti-celebrity, 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 outdoors of the internet. It’s necessary to take online relationships into reality. This numbers recreation that lots of people seem to be playing isn’t actual and it often doesn’t correlate with gross sales/push of product (music, style and many others).
Do you assume being given this opportunity will assist you to realize real life exposure through stay shows?
Since March 2016 I’ve had no label, no supervisor, no publisher, no press particular person and no stay agent. So dwell shows are fairly skinny on the ground for me, I’ve performed reside eight instances ever. Six of these eight in 2016, 4 of the eight outdoors of the country. I’ve been paid for each single present. There are artists which can be in main deals which have played each main festival over the past two years and not been paid as soon as. I’m not anti-main label, but at the same time no firm has/will ever exploit me. The purpose is ‘to know your worth and in case your product is sweet it would stand up and folks will finally come round, so yes the few reside bits I’ve achieved assist. The much less is more method appears to be working a little bit for me. I’m bored with hearing “but it will likely be great exposure every time any previous free-no budget opportunity is thrown at me, except it’s for a very good cause. You don’t stand up and go to work free of charge, so why should I?
The primary occasion was held in your hometown of London last 12 months. Do you assume it’s essential for manufacturers such as Stone Island to move away from the capital and expose other cities around the UK to dwelling grown talent?
It’s so necessary for brands and corporations to look further afield than simply London. Manchester, Bristol, Liverpool are only a few of many cities within the U.K. That have such a wealthy music history and vibrant music scenes that Stone Island can tap into.
How do you think your music relates to the model and its wearers?
Stone Island is about efficiency, innovation and details. My strategy to music is the same, I’m obsessive about the details and end. Stone Island is a staple for a lot of and it’s wearers don’t must shout out about it, if you realize you realize. Identical as the individuals who like Elliott Power if you realize you know.
We’ve noticed you started to work across other music and style-based mostly projects together with The Salvages and modelling for Goodhood. Have you always had an curiosity in merging the two, and in that case where do you assume this stems from?
No modern musician can solely exist off simply music alone maybe with the exception of Adele or Taylor Swift. It’s a must to be multifaceted now and venture down different avenues. I’m from a visible background and have all the time been concerned about clothes. To be sincere I’m most likely wasting my time with music, I ought to most likely attempt to get an artwork director job at Saatchi & Saatchi or something. I think I first turned fascinated with clothing by means of the early road wear dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to excessive style and womenswear got here by my girlfriend. I like going between worlds and will continue to take action.
Does the Stone Island model hold any significance to you personally?
Stone Island represents timeless quality to me and it also holds significance as a result of as a company it understands that so as to know the place you are going, you must know where you’re from. They achieve this by digging from a wealthy archive and playing by their very own rules, these are things that I also try to apply to my own initiatives.
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