Tove Lo - H 2015
Steve MaddenSteve Madden is leaving a sizeable footprint on the music scene with the brand’s 2015 Steve Madden Music series, a regular performance series in New York that has already drawn the likes of Lucius, Santigold and, on Monday night, a performance by Tove Lo singing from her hit debut album, Queen of the Clouds.
The Swedish pop singer and songwriter’s appearance at Brooklyn’s Music Hall of Williamsburg is the latest performance in a string of music-related collaborations for the footwear and accessories brand which have also taken place at the likes of New York’s The Box, The Standard’s Le Bain and The Delancey — and stem from founder Steve Madden’s own personal connection to music.
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“When I design a shoe that I think is a hit, I get a rush — a little tingle in my spine. I imagine it’s the same for when artists make hit records,” says Madden, who created his eponymous line in 1990. “When I first started designing shoes in the ‘70s I was listening to David Bowie and Led Zeppelin, and I just soaked up everything that surrounded me. It was a natural progression from what we did.”
Steve Madden Music is a direct result of Madden’s passion, and has taken off as an integrated multichannel marketing platform to promote and support rising and established artists through consumer channels and live performances. Says Madden, “Our customers are big music fans and are inspired by music, and it felt like the next thing to do.”
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The concert series, which has grown from small, in-store events to live music venues with notable music acts (and even at presence at Coachella and CMJ as of late), is just one tier of the program, which also promotes musicians through media and consumer channels. And not only does the campaign allow Madden (whose own first concert experience was Sly and the Family Stone) to connect directly with his consumers; it has also led to a number of product collaborations with musicians for the brand. Past notable partners include the likes of Katy Perry, Kimbra, Neon Trees and Lady Gaga (who Madden supported early on in their careers). Recently, this has also included Iggy Azalea, with whom Madden partnered for a free concert at Brooklyn’s Music Hall of Williamsburg (dubbed Hotel Iggy) in 2014, and launched a collection earlier this year.
“Music is in my DNA,” says Madden. Stay tuned for more live concert updates, coming soon.
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