Nothing has never been your average tech company. From its inception, design, counterculture, and music have been part of its DNA. It's no coincidence that its early investors included artists like Swedish House Mafia and The Weeknd himself, nor that they've recently added Charli XCX as global ambassador and shareholder. Now, the company is taking its love affair with the music scene a step further with the release of Club Nothing (R), an initiative that seeks to fund nightlife talent and club culture globally.
This is a series of global events supported by a fund of $40,000, This initiative aims to support promoters, artists, and collectives seeking to shake up dance floors with fresh ideas. Best of all, the money goes directly to the community: four creators will be selected and each will receive $10,000 to bring their own festival, party, or series of musical events to life later this year.
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A top-level jury to find the "disruptors" of the night
To choose the four lucky winners, Nothing hasn't relied on boring corporate profiles. They've assembled a panel of judges that exudes urban and underground culture, combining the brand's internal talent with key figures from the music industry and leading media outlets such as Dazed.
Those responsible for evaluating the proposals include Manuka Honey (Marissa Malik), an American DJ and producer based in London who has established herself in the more experimental corners of electronic music. She will also be Solomon Pace-McCarrick, music editor of Dazed specializing in global hip-hop and alternative club sounds, alongside James Supreme, a heavyweight in the American music industry specializing in discovering emerging talent and accumulating number one hits on the Billboard charts.
On behalf of the house, the following participate: Erica Travis, global community manager at Nothing and co-founder of the Madruga festival, contributing her real-world experience with the difficulties faced by independent promoters, and Shavone Charles, global head of brand communications and multidisciplinary artist included in the prestigious Forbes 30 Under 30 list. It comes full circle Layla Mustafa Rock, another music marketing professional highlighted by Forbes who joins the hunt for new nightlife proposals.
Key dates and the starting gun in New York
This move by Nothing aims to reconnect directly with its target audience. While other brands opt for traditional advertising campaigns, the strategy here focuses on organically funding club culture, aligning with its aesthetic image and demonstrating that interest in music goes beyond simply launching commercial products.
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If you have a group, are a promoter, or have an idea to revitalize your city's nightlife, applications are now open through their official website, and the deadline for submitting applications is [date missing]. August 9. The winners will be announced at the end of the same month.
To get things started, the official debut of this series of events will take place next July 9th in New York. Although the next locations are not yet known, the brand has already stated that this is just the beginning of the project. To try to attend the event in the Big Apple or to stay up to date on whether Club Nothing (R) lands in other cities, the official way is to follow its dedicated Instagram account (@community.nothing). And while you're at it, if you want to stay up-to-date on Nothing,you can follow me on X!
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