Clarks Originals steps into metaverse with Afrobeats concert

By

Sandra Halliday

Published
May 3, 2023

Footwear brand Clarks Originals is embracing the metaverse, in partnership with Empire Music, “giving fans around the world the chance to enjoy a spectacular concert with acclaimed Afrobeats artists – all from the comfort of home”.

Tara McRae, Clarks CMDO, said the company is “always looking to push the boundaries in the social space and this virtual concert is a great example. Clarks Originals has been embedded in music culture for years but taking it virtual is a first for us. This is a new way to immerse our fans like never before.”

What it’s offering is a 30-minute experience that will take place on 18 May at 18:30 BST with Nigerian superstar Fireboy DML headlining the event, supported by Nigerian singer, Nissi and Cape Verdean-American singer-songwriter June Freedom. 

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It will be accessible via the Fireboy DML YouTube channel.

The company said that “fans will be able to watch as their favourite artists transcend the physical limitations of a real-world performance, bringing a magical and interactive show to life in three distinct worlds built uniquely to showcase the personalities and interests of each artist within the metaverse”.

The stars will also “interact with the audience, creating an immersive experience as they perform their hit songs and in addition each artist will perform one brand new, never before heard track”.

For the promotional shoot, Fireboy wore Wallabees from the Clarks Originals Jacquard Collection. Fusing 60s-inspired florals with heritage construction, the Grey Floral Wallabee features soft, breathable jacquard uppers, natural rubber crepe soles and signature tonal fobs. 

Clarks Originals has been very active this year as it reaches out to young consumers and in January teamed up with designer Salehe Bembury to reinvent the Clarks Lugger under the Originals banner.

Then in February it deepened its existing relationship with American Set Free Richardson, naming him as its new “Creative Specialist” after working with him on its multi award-winning Clarks and New York short film.

Richardson’s task is to play a “multifaceted role, working with the brand team to execute specific creative projects, produce live events, and act as an ambassador and conduit to different cultures and areas with a special focus on art, hip hop, and basketball”.