NOTHING announces Charli xcx as shareholder & first global brand ambassador
The British artists appears in the announcement wearing the brand's Headphone (a)
NOTHING has announced Charli xcx as its first Global Brand Ambassador and latest shareholder.
The partnership goes beyond a standard endorsement deal, with the artist taking an equity stake in the company alongside a creative collaboration role.
As a shareholder, she joins a global roster of name, including The Weeknd, Casey Neistat, and Swedish House Mafia.
According to the NOTHING Community blog, Chief Brand Officer Charlie Smith framed the decision around shared values: "Charli xcx has spent her entire career rejecting the obvious path, and that's exactly what NOTHING's philosophy is too. "
He continues: "This isn't a traditional endorsement. She's a shareholder, a collaborator and someone who shares our belief that technology should be a vehicle for creative expression."
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Charli xcx added: "NOTHING actually feels different to me. I've always just wanted to do things on my own terms, and that's exactly what they're doing, making stuff with personality that doesn't look or feel like anything else. A creative partnership and becoming a shareholder just felt like a natural extension of that."
She also pointed to the product itself as part of the decision: "When I'm creating, I'm always thinking about how my work will be experienced out in the world and I love how NOTHING headphones sound and are designed. Its ethos of prioritising creatives is really something I look for when working with a partner."
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In the announcement’s visuals, the British artist is seen wearing NOTHING's Headphone (a), the brand's latest over-ear model.
It boasts a battery life that reaches up to 135 hours, with a five-minute quick charge providing around five hours of playback, adaptive active noise cancellation and a three-microphone system for call clarity.
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.
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