The Japanese watchmaker has developed a guerilla marketing campaign, in partnership with creative agency Urban Nerds, to exploit what it says has been a “paradigm shift” in UK clubland’s sounds. Where the brand once focused on tie-ups with rappers such as Lethal Bizzle, it now wants to partner with house DJs who are seeing their music crossover from the underground scene into the mainstream.
The activity is being pushed through a series of pop-up gigs at its store in Brick Lane, kicking off with House and Bass DJ Hannah Wants. Future events will feature artists spanning from house, techno and early 90s D&B and UK garage. Social media promotions will be used to invite key influencers to the events as well for sourcing potential performers.
Young artists are also being given the opportunity to turn the store into a gallery each month.
A spokeswoman from the brand says the “G shock Sessions” aims to push the brand’s ethos of “never give up” and provide young up and coming music artists a platform to break into the industry.
G-Shock’s refresh comes on the heels of Converse efforts to freshen up its marketing towards young urbanites. The fashion brand is running a series of gigs through its “Converse Gigs @ 100 Club”, where emerging acts Blood Orange and A$AP Ferg recently performed.