Hugo Boss has launched a new music platform to promote emerging artists through exclusive live performances and interviews.
‘Hugo Louder’ is the luxury fashion brand’s new monthly series which aims to “amplify the voices” of emerging artists and established musicians who “embody our Hugo DNA” and “want to change the world”.
Each instalment will feature an exclusive live performance from the artist, alongside an interview in which they are given a platform to speak about what matters to them.
“The long-standing relationship between Hugo and music runs deep,” Hugo Boss’ director global marketing and brand communications Lüder Fromm said.
“We, at Hugo, believe in music and fashion as cultural statements of self-expression. With the latest project, we want to provide a platform to the voices of the future, inviting artists and the audience around the world to our unfolding brand adventure.”
Hugo Louder will be launched on YouTube in the coming weeks, and builds on the brands existing Spotify, Apple Music and Deezer playlists.
The first artist to feature on Hugo Louder will be rapper Kelvyn Colt.
Fast fashion retailer H&M unveiled a similar platform in September 2019, giving members the opportunity to discover new artists, give them access to exclusive live events and receive other music related rewards.
Customers can sign up to H&M Membership for free via its app or its website, offering members points with every purchase, exclusive discounts and access to VIP events.
Working with record label AWAL, H&M identified a range of artists whose core audience overlapped with its own, kicking off its campaign with Gabrielle Aplin.