Ben Sherman puts emphasis on music influence with new partnership
Ben Sherman will showcase new music talent through a series of live events and in-store performances thanks to a new partnership with PRS Foundation’s pioneering ‘Momentum Music Fund’.
Ever since the Mod subculture embraced Ben Sherman’s shirts, the British brand has been intrinsically linked with music bands and this heritage is being put at the centre of the latest initiative.
The new partnership will debut with a performance of Momentum-funded West London duo Babeheaven at Ben Sherman’s flagship store on Carnaby Street on 23 May.
The series will continue in June, with Ben Sherman officially launching the first of their Ben Sherman Presents Momentum gigs at The Old Blue Last pub in Shoreditch on 6 June with performances by Hull band LIFE, Paris Youth Foundation and rising London solo artist Zilo.
And coinciding with the series will be a live performance from Momentum supported artist Ten Fé at the Ben Sherman flagship store during Soho Music Month.
“Ben Sherman has always had a long history with music and it’s subcultures, so partnering with the PRS Momentum Music Fund feels like a great partnership for the brand this year,” said Talbot Logan, senior vice president of brand management for Ben Sherman.
“The fund has a long history of supporting artists who have gone on to be nominated for and win such prestigious awards such as the BRIT Awards. We’re really excited to be a part of the fund for 2019 and look forward to supporting the newest talent from the British music scene.”
“Music and fashion have always been closely linked and play important roles in the melting pot that informs artistic inspiration. It makes sense for our pioneering Momentum Music Fund to join forces with one of the most iconic British brands,” added Joe Frankland, senior grants and programmes manager at PRS Foundation.
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