Ted Baker, a British lifestyle and fashion retailer, has teamed up with Eleven Studio for an immersive series of digital-first performances by British musicians Jungle and Joy Crookes, Little SIMZ, Bastille, and Alicai Harley.
Ted Baker explains that ‘Street Party Sessions” will promote British culture and heritage, while also bringing people back together through music, fashion, and other forms of entertainment. This is part of a larger initiative to support musicians from all walks of the music industry, including established and emerging artists, and those working behind the scenes.
This initiative is designed to reinvent the street party. Each ‘Street Party Sessions’ will have a unique set built against a backdrop of colour, film, props, dance, and colour. Each set was created in collaboration with artists to reflect British cultural touchpoints and align with their musical or personal identity.
Each two-song session was filmed at London’s Printworks. It will feature a street party from Jungle’s mysterious bus stop performance, to Little Simz’ spontaneous pier party.
Ted Baker will be highlighting its fall/winter 2021 collection with a variety of musicians and performers, in addition to putting music front and center.
Ted Baker and Eleven Studio team up to launch digitally-driven music series
Jennifer Roebuck (chief customer officer at Ted Baker) stated in a statement that “Street Party Sessions offers a strategic opportunity for us to occupy the culture space in a manner that we hope will alter brand perceptions and engage new audiences. It also reminds our loyal and brand-curious clients why they love Ted Baker.”
The ‘Street Party Sessions’ series will air across Ted Baker’s digital channels for five weeks, starting September 30, with Jungle: Sunrise Club.
Joy Crookes: Beats In Bloom will follow on from this. Little Simz: Breaking Waves October 14. Bastille: Multistory Mix on Oct 21. and Alicai Harle: Good Vibes Only On October 28.
Gail Dobinson is Ted Baker’s director of marketing. She said, “Music has kept us sane, inspired, and in many other ways, sane over the past year. Street Party Sessions is a celebration of that sentiment. We want to bring music to our audience in a unique way. We collaborate with local talent to create a digitally-driven and immersive experience across all channels.”
Niamh Byrne, the founder of Eleven Studio, and Astrid Ferguson, director at Eleven Studio added, “Having worked closely alongside artists for decades it’s a natural progression for us at Eleven, to create a new studio for brands to work with with our first Ted Baker project.”
“Brands are eager to push the boundaries and make creative leaps, and that is a great compliment to our work. This is where magic happens when you have the right people.”
Ted Baker’s Street Party Sessions will also be working with Keychange, a gender equality initiative, to support UK innovators and artists. Ted Baker will be supporting Keychange’s talent development programme for women and gender minorities artists and innovators. He will offer store space to host live shows and allow upcoming talent the opportunity to share their stories with a wider audience.