Paco Rabanne has announced a collaboration with London-based independent radio station NTS, setting up the ‘A Million Ways to Make It’ fund to support local up-and-coming artists.
The new campaign, orchestrated by London-based creative agency Impero, is a follow-up to 2021’s ‘My First Million’ campaign which aimed to offer financial assistance to independent artists in the wake of Covid-19’s impact on the music industry.
Applications for the fund will be open from July, and successful entrants could benefit from up to £5,000.
The Puig-owned fashion house will organise a series of events with its partner, NTS Radio. These will range from radio shows to intimate concerts throughout May and June featuring a range of UK talent.
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“We are delighted to be able to play such an integral role in a campaign that is helping support so many up-and-coming artists,” Impero head of strategy, Charlie Willcox said.
“After the success of the 2021 campaign we were dedicated to ensuring that we built upon its great success and provided the strategic and creative expertise to maximise the potential of the fund in 2022.”
Willcox added: “We wanted to ensure we increased the physical visibility of the campaign and the cultural aspects it incorporates by adding in real life events now that we can.”
Puig managing director, Celine Gilg concluded: “We are thrilled to continue our strong relationship with Impero, and are delighted to finally kick off the campaign for its 2022 iteration.
After the success of last year’s fund, we were keen to develop its offering to include practical mentoring from established industry professionals.
Impero has helped facilitate this, promoting the Paco Rabanne brand across a range of platforms to ensure people experience a deeper musical connection.”
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