Music agency teams up with denim purveyors for a night of live music and an exclusive product showcase from the heart of East London
Last night, MassiveMusic returned with the latest instalment of its brand new ‘Presents’ series – this time, teaming up with denim purveyors, Edwin Europe, to fill out legendary East London pub, The Old Blue Last, with great music and great garms.
The two took over the intimate venue to treat guests to a night of live music talent and invite them to satisfy their denim desires with Edwin Europe’s exclusive new Spring/Summer collection.
kicked off the night, lighting up the stage with her indie-pop belters and singular voice. She was followed by Alex Haynes & the Fever
, who had the crowd buzzing to the blues with a hint of old-school R&B vibes, and headlining the night was multi-instrumentalist and MassiveTalent wunderkid, AKA GEORGE
Charles Gadsdon, Head of Creative Development at MassiveMusic, comments: “At the heart of ‘Presents’ is the partnership with interesting and cool brands, and just putting on a night of great music that everyone can enjoy. The bands were killer. Edwin Europe are an authentic, innovative brand with a strong local presence so it was great having them on board.”
The latest event follows on from the successful launch of ‘Presents’ in October last year, with MassiveMusic teamed up with Danish audio giant, B&O. Long-time champions of the East End creative scene, Vice and The Old Blue Last are supporters and partners of the ‘Presents’ series, having hosted the launch with B&O as well as last night’s event.
Edwin Europe took over The Old Blue Last’s upstairs ‘Apartment’ space, creating a gallery experience showcasing a capsule collection with collaborator Kyle Stewart.
Their use of exclusive fabrics, and unique technology and processes have long established Edwin Europe’s products as a cut above the rest. Established in Japan in 1947, the denim pioneers have been delivering consistent quality ever since, inventing several processes along the way, such as stone-washing and heavy denim. Now active across the globe, Edwin Europe has garnered a loyal following for its rich heritage in design without compromise and forward-looking craftsmanship – essentially, becoming the go-to place that people look to for any developments in denim.
Edwin Europe’s Tennesha Vanterpool comments: “Working with MassiveMusic has given us a great opportunity to showcase the brand outside of our typical denim-orientated parameters. We’re hoping that this will give us exposure to a new audience as well introduce people to Edwin.”
Tim Preston, A&R at MassiveTalent, adds: “We’re stoked to be hosting another Presents night at the Old Blue Last. It’s a cracking venue and an awesome opportunity to come down and check out some of the fantastic artists on the MassiveTalent roster. A big thanks to Edwin Europe, The Old Blue Last and Vice for having us down, and of course for the rowdy crowd who made it feel like a proper gig!”