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

Previously hosted in London, the second intimate occasion saw select fans brave the minus six chills of the Glaswegian winter to have fun the UK’s digital music scene in warehouse art area 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 carried out high vitality sets to a packed out viewers, as well as being broadcast dwell by way of NTS.

After the event we caught up with singer, songwriter and producer Elliott Power to speak about his dwell performance, his ties to the brand and why it’s essential to host events like this throughout the UK.

How did the chance to carry out at Stone Island Presents come up
The opportunity to carry out at Stone Island Presents came about after Nick Griffiths and Heidi Fearon of artistic studio &SON saw me play stay right initially of the 12 months. They thought that I’d be a superb match for Stone Island.

We’ve noticed you appear to be somewhat elusive relating to on-line social media. Is there any reasoning behind this

I’m not intentionally elusive on social media, I’m just not good at the whole superstar factor. I’m not anti-celebrity, I just 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 web. It’s vital to take on-line relationships into actuality. This numbers recreation that lots of people appear to be taking part in isn’t real and it usually doesn’t correlate with sales/push of product (music, style etc).

Do you suppose being given this alternative will provide help to to achieve actual life publicity by way of reside shows

Since March 2016 I’ve had no label, no supervisor, no writer, no press individual and no live agent. So dwell reveals are pretty skinny on the ground for me, I’ve performed stay eight instances ever. Six of those eight in 2016, 4 of the eight outside of the country. I’ve been paid for each single show. There are artists which are in major deals which have played every main festival during the last two years and never been paid as soon as. I’m not anti-major label, however at the same time no firm has/will ever exploit me. The point is ‘to know your worth’ and in case your product is sweet it’ll stand up and people will eventually come spherical, so yes the few dwell bits I’ve carried out assist. The less is more strategy seems to be working somewhat bit for me. I’m uninterested in hearing “but it is going to be nice exposure” each time any old free-no price range alternative is thrown at me, except it’s for a good cause. You don’t get up and go to work without cost, so why should I

The first event was held in your hometown of London last year. Do you suppose it’s vital for brands similar to Stone Island to maneuver away from the capital and expose other cities across the UK to dwelling grown talent

It’s so essential for brands and companies to look additional afield than simply London. Manchester, Bristol, Liverpool are only a few of many cities in the U.Ok. Which 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 efficiency, innovation and details. My strategy to music is similar, I’m obsessed with the small print and finish. Stone Island is a staple for a lot of and it’s wearers don’t have to shout out about it, if you already know you already know. Similar as the people who like Elliott Power… if you understand you understand.

We’ve seen you began to work across other music and fashion-primarily based projects including The Salvages and modelling for Goodhood. Have you at all times had an interest in merging the two, and if so 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. You need to be multifaceted now and venture down different avenues. I’m from a visible background and have at all times been eager about clothing. To be honest I’m in all probability wasting my time with music, I should probably try to get an art director job at Saatchi & Saatchi or something. I believe I first became keen on clothes via the early avenue wear dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to high style and womenswear got here by means of my girlfriend. I like going between worlds and will continue to do so.

Does the Stone Island brand hold any significance to you personally
Stone Island represents timeless high quality to me and it also holds significance because as a company it understands that in order to know the place you’re going, you must know where you’re from. They obtain this by digging from stone island red long sleeve polo a wealthy archive and taking part in by their own rules, these are things that I also attempt to use to my own initiatives.