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Final week noticed Italian sportswear heavyweights Stone Island head to Glasgow for its second instalment of Stone Island Presents, in collaboration with NTS Radio.

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Previously hosted in London, the second intimate event noticed choose followers brave the minus six chills of the Glaswegian winter to have a good time the UK’s digital music scene in warehouse art space SWG3.

Kitted out with a thumping soundsystem and alluring visible projections, the curated occasion 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 performed excessive energy sets to a packed out audience, as well as being broadcast live via NTS.

After the event we caught up with singer, songwriter and producer Elliott Power to talk about 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 chance to carry out at Stone Island Presents come up?

The chance to carry out at Stone Island Presents took place after Nick Griffiths and Heidi Fearon of creative studio &SON saw me play reside proper in the beginning of the 12 months. They thought that I’d be a good fit for Stone Island.

We’ve observed you seem 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 whole superstar thing. I’m not anti-movie star, I simply don’t have the time between music and my other two jobs to spend all day on social media. Also there may be a complete world exterior of the web. It’s important to take online relationships into reality. This numbers recreation that lots of people seem to be enjoying isn’t real and it typically doesn’t correlate with gross sales/push of product (music, fashion and so forth).

Do you think being given this alternative will enable you to to gain real life publicity by dwell reveals?

Since March 2016 I’ve had no label, no supervisor, no publisher, no press individual and no live agent. So reside reveals are pretty thin on the ground for me, I’ve performed live eight instances ever. Six of those eight in 2016, four of the eight exterior of the nation. I’ve been paid for every single show. There are artists that are in major deals which have played each main festival over the last two years and never been paid once. I’m not anti-main label, but at the same time no company 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 finally come round, so yes the few dwell bits I’ve performed assist. The much less is extra method appears to be working a little bit bit for me. I’m uninterested in listening to “but it is going to be great exposure every time any outdated free-no price range alternative is thrown at me, except it’s for a great trigger. You don’t rise up and go to work free of charge, so why should I?

The primary occasion was held in your hometown of London final yr. Do you think it’s vital for brands resembling Stone Island to maneuver away from the capital and expose different cities across the UK to dwelling grown talent?

It’s so important for brands and firms to look additional afield than just London. Manchester, Bristol, Liverpool are only a few of many cities within the U.Ok. That have such a rich music historical past and vibrant music scenes that Stone Island can faucet into.

How do you think your music pertains to the brand and its wearers?

Stone Island is about performance, innovation and details. My approach to music is similar, I’m obsessive about the small print and finish. Stone Island is a staple for many and it’s wearers don’t must shout out about it, if you know you already know. Same as the people who like Elliott Power if you recognize you realize.

We’ve seen you began to work throughout other music and vogue-based tasks including The Salvages and modelling for Goodhood. Have you always had an interest in merging the two, and if so where do you assume this stems from?

No trendy musician can solely exist off simply music alone perhaps with the exception of Adele or Taylor Swift. You have to be multifaceted now and enterprise down different avenues. I’m from a visual background and have all the time been thinking about clothes. To be trustworthy I’m in all probability losing my time with music, I ought to most likely try to get an artwork director job at Saatchi & Saatchi or something. Island I feel I first grew to become fascinated by clothes by means of the early avenue wear dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to high vogue and womenswear got here by means of my girlfriend. I like going between worlds and can continue to take action.

Does the Stone Island model hold any significance to you personally?

Stone Island represents timeless high quality to me and it additionally holds significance as a result of as an organization it understands that as a way to know where you are going, you must know where you’re from. They obtain this by digging from a wealthy archive and taking part in by their own rules, these are things that I also strive to use to my own initiatives.

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