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 event saw select fans brave the minus six chills of the Glaswegian winter to celebrate the UK’s electronic music scene in warehouse art space SWG3.
Kitted out with a thumping soundsystem and alluring visual projections, the curated event featured performances by homegrown underground artists including Covco, Trevor Jackson, Sega Bodega, Darkstar, Elliott Power and elusive XL Recordings DJ and producer Zomby, who all performed high energy sets to a packed out audience, in addition to being broadcast live via NTS.
After the event we caught up with singer, songwriter and producer Elliott Power to discuss his live performance, his ties to the brand and why it’s important to host events like this throughout the UK.
How did the chance to perform at Stone Island Presents arise?
The chance to perform at Stone Island Presents came about after Nick Griffiths and Heidi Fearon of creative studio &SON saw me play live right at the start of the year. They thought that I’d be a very good fit for Stone Island.
We’ve noticed you seem to be somewhat elusive on the subject of online social media. Is there any reasoning behind this?
I’m not deliberately elusive on social media, I’m just not good at the entire celebrity thing. I’m not anti-celebrity, I just don’t have the time between music and my other two jobs to spend all day on social media. Also there is an entire world outside of the internet. It’s important to take online relationships into reality. This numbers game that lots of people seem to be playing isn’t real and it often doesn’t correlate with sales/push of product (music, fashion etc).
Do you think being given this opportunity will enable you to to achieve real life exposure through live shows?
Since March 2016 I’ve had no label, no manager, no publisher, no press person and no live agent. So live shows are pretty thin on the ground for me, I’ve played live eight times ever. Six of those eight in 2016, four 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 major festival during the last two years and not been paid once. I’m not anti-major label, but at the identical time no company has/will ever exploit me. The point is ‘to know your worthand if your product is nice it’s going to stand up and folks will eventually come round, so yes the few live bits I’ve done help. The less is more approach appears to be working slightly bit for me. I’m bored with hearing “but will probably be great exposureevery time any old free-no budget opportunity is thrown at me, unless it’s for a great cause. You don’t rise 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 think it’s important for brands resembling Stone Island to maneuver away from the capital and expose other cities across the UK to home grown talent?
It’s so important 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 rich music history and vibrant music scenes that Stone Island can tap into.
How do you think your music relates to the brand and its wearers?
Stone Island is about performance, innovation and details. My approach to music is identical, I’m obsessed with the details and finish. Stone Island is a staple for many and it’s wearers don’t need to shout out about it, if you recognize you already know. Same as the people who like Elliott Powerif you understand you realize.
We’ve noticed you started to work across other music and fashion-based projects including The Salvages and modelling for Goodhood. Have you ever always had an interest in merging the 2, and if so where do you think this stems from?
No modern musician can solely exist off just music alone maybe with the exception of Adele or Taylor Swift. You need to be multifaceted now and venture down other avenues. I’m from a visible background and have always been desirous about clothing. To be honest I’m probably wasting my time with music, I should probably try and get an art director job at Saatchi & Saatchi or something. I think I first became excited by clothing through the early street wear dons like Hiroshi Fujiwara, Ian Brown, James Lavelle, Nigo and Pharrell. Then my introduction to high fashion and womenswear came through my girlfriend. I like going between worlds and can continue to take action.
Does the Stone Island brand hold any significance to you personally?
Stone Island represents timeless quality to me and it also holds significance because as a company it understands that with a view to know where you’re going, you need to know where you’re from. They achieve this by digging from a rich archive and playing by their very own rules, these are things that I also try to use to my very own projects.