Over the past few decades, there have been innumerable instances of fashion and music coming together (or using each other, depending on how you look at it). From designers outfitting musicians for tours (which happens even more often than is publicized) to bands performing at fashion shows and after parties, the relationship between musicians and fashion brands has long been a mutually beneficial one.
New internet start up 1 band 1 brand is, for perhaps the first time, bringing that relationship to an online platform that features a new emerging brand and a new emerging designer each week, with a shopping component and the goal of making it easier for people to discover the next big thing amongst both industries. Basically, they offer pay-your-own-price music from a band alongside an exclusive discount for a cool clothing brand (for men and women). They’ve already featured several cool brands including Billy Reid, Smith & Butler, Bed Stu, Ever and others. We thought this sounded like an interesting and unusual concept (unlike the many of the internet startup/sale sites we hear about every day), so we spoke to Brady Sadler, one of the founders of 1 band 1 brand, to find out exactly what it is, how it came about, and the very strong response it’s gotten from both the fashion and music industries.
Fashionista: Can you explain, in your own words, the concept behind 1 band 1 brand?
Brady Sadler: The concept is that each week we feature one emerging fashion label or brand alongside one band or musician. On the fashion side, we offer a discount, usually in the form of a coupon code that can be applied on their website and on the music side we offer a pay-your-own price download for a sampler, usually five tracks.
How did you come up with the idea?
There’s about 5 of us on the team and the idea really came about from the fact that we were all busy professionals who didn’t really have the time that we once did to scour the web and seek out new music and new fashion. There are certainly a lot of great resources like Fashionista out there, but with limited time and a busy schedule, we thought it might be interesting to have a service that serves up one band and one brand each week that we knew we could count on as a way to easily find new bands and brands. That was the inspiration and to do it and present it in a way that’s sort of fun and entertaining and to make it easy to share with friends. Of course, online with social media and all the different tools that are available, that’s something we’re all doing with whatever we find interesting.
What are your backgrounds?
It’s kind of an interesting mix, a few of us work at an ad agency; one of us works for a pretty big technology company and another guy works for a beverage company, so its kind of a mixed background. What we all have in common is we all love great music and we like to look good and dress nice.
When did 1 band 1 brand Launch?
We launched at SXSW this past March.
Why did you think this was a good time to launch this kind of company?
I think its a great time because of the trends that we’re seeing in the way people consume. More and more people are looking to the internet to find entertainment, to purchase things and to interact with friends and the music industry has really felt the impact of those trends. Clearly, more people are getting their music digitally than are buying physical, cds so that’s really changed the way that the artists have to make money. We saw that there were some interesting collaborations hapening where brands would leverage msuicians or bands to help extend the reach of their brand or help position it in a certain way or help promote it and we thought that there was an opportunity to make those connections with emerging artists and fashion labels, not just established ones. We’ve seen band to brand collaborations for a long time, but now we all have the tools to share things online. There’s a power in connecting directly with people and bands that aren’t as established financially but may have a really large audience of people that they can directly connect with and that’s appealing to a brand and vice versa.
Why did you decide to use music and fashion?
I think music and fashion definitely go hand-in-hand and they’re a natural fit. Many of us look to musicians as trendsetters and I think that part of having your own brand as a musician is sort of encompassing a certain type of look and maintaining kind of an image and what you wear is def a huge part of your image.
How do you decide what band to pair with what brand?
We try to look at all of the bands and brands that we have, we take a look at those and try and look at what the current style of the band already is and see if we have a brand that we can pair that sort of fits with their exisisting style. We don’t want to change their style.
How do you approach bands and brands, or do you have a lot approaching you?
It’s definitely a mix. Like the fashion industry, the music industry is very well-connected and very tight-knit, so once you start networking and diving into both, you find that you’re meeting a lot of the same people and you get referrals form one perosn who had a good experience and sends you to another. There’s just sort of this ecosystem that we’re kind of connected in with now and, fortunately, we have a lot of people coming to us but if we see someone we really like read about…we have one team member who is dedicated to scouring the web and reading a lot of different publications and reading a lot of blogs and sometimes we’ll just reach out via email and say, ‘hey check out what we’re up to, we’d love to work with you.’
What is the criteria for brands to be featured?
They need to have both mens and womens offerings at this point because we dont segment between the two. They have to be able to sell their product online so that each week there has to be some way for people to go online no matter where they live and actually purchase something from the brand’s website.
And you’re focusing on emerging designers or would you also be open to collaborating with more established ones?
We want to keep it to mostly emerging as much as we can, but we have had a lot more established brands that have reached out and think what we’re doing is interesting and they have asked for ways that we might be able to collaborate and help them integrate music with their brands. We’re looking at a number of different things that we might do as an extension of this platform–for instance, in store shopping events and music showcases. We did one in Austin at our launch with an independent boutique called Estilo, which is one of the top boutiques in austin and we had the White Arrows do a set in the store and there was a dicount for everyone who was in the party during those two hours when they were playing, so kind of taking the experience of 1Band 1Brand and bringing it to the real world. We think that there’s a lot of different ways that we could do that. For example, a band and brand are going to work together to create apparel.
Do you have any dream collaborators?
There are too many to name, but we’ve got a few months worth of brands and bands that have already committed that we have lined up to be featured, so we’re planning out far in advance!
Check out 1band1brand.com for their latest exclusive offerings.