Charlie XCX strikes a partnership with Nothing
The company has revealed its first global ambassador, who also joined Nothing’s shareholder ranks.
British singer Charli XCX has become a shareholder and the first global ambassador of the Nothing company.
The news was followed by a campaign video, in which the singer is seen wearing Nothing Headphone (a).
“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,” the singer told Vogue.
“Its ethos of prioritizing creatives is really something I look for when working with a partner.”
The tech company, which also originates from the UK, shared the news with its community.
The company revealed what made the partnership between the singer and Nothing work.
“Charli XCX has spent her entire career rejecting the obvious path, and that’s exactly what Nothing’s philosophy is too,” said Nothing Chief Brand Officer Charlie Smith.
He also added that both parties believe that “technology should be a vehicle for creative expression,” and that Charli is “the perfect creative partner to build the future of tech and culture.”
Meanwhile, the singer hinted at the freedom of creativity the partnership provides, stating:
“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 few months ago, Nothing, which was founded nearly six years ago, launched new products, including Nothing Phone (4a) and the Headphone (a) that the singer wears in the campaign video.
News of the singer joining the company as a brand ambassador and shareholder sparked online discussion.
“Given her body of work and avant-garde approach to music. She's most definitely the right fit for the company. I applaud thee," wrote one user.
Charli XCX is Nothing's first Global Brand Ambassador and becomes a shareholder
by u/adaaamb in NothingTech
The news prompted some netizens to think of other celebrities who would’ve been a good fit.
“She is not bad, why not The Weeknd?” asked one user.
“Cool. Now give her back her iPhone and AirPods, because there's no way she's actually going to use Nothing products,” added another Redditor.
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