Lifestyle and fashion brand Diesel has partnered with global music platform and radio station NTS to embrace club culture by launching Tracks, as they look to ‘explore the future of experimental nightlife and club culture’.
The partnership is the culmination of a strategy that was devised by Diesel’s brand and entertainment consultancy The Sunshine Company, led by Al MacCuish.
NTS x Diesel Tracks will bring together a collection of multi-faceted musical experiences exploring the future of experimental nightlife and club culture across the globe, promoting the universal language of club culture, connection and party.
The partnership will include a mix series, live club nights, radio mixes, talent profiles and roundtable discussions with key music collectives.
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Launching this week with a series of radio mixes and Spotify playlists, Tracks has been designed to showcase the specific music and nightlife culture found in a number of different cities around the globe.
A leading DJ from each region will curate a 30-minute radio mix and a Spotify playlist dedicated to 20 upcoming local artists, allowing listeners from all over the world to discover new music and artists.
The Diesel and NTS partnership will continue to champion the musical talent from different cities as it continues over time.
A series of four short docu-videos will spotlight talent from Egypt, Vietnam, Brazil and France. The videos will introduce the highly personal worlds of acts like Kirou Kirou and Abi Wasabi, and invite NTS and Diesel’s global audience to explore the resonance of club culture and cultural influences.
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