In a very similar vein to All Tomorrow’s Parties, H&M is the title sponsor to a festival in New York called Highline taking place from 9th-19th May.
David Bowie is the guest curator for the first event, which is a “new multi-discipline arts festival that will be curated each year by a different artist…ten-day mash-up of music, film, comedy, visual art and performance will highlight all of David’s favorite artists. The best of the best.”
With a line-up including Arcade Fire, Air and Ricky Gervais, this is a slightly ‘bigger’ event than ATP but that’s to be expected as it is a Live Nation event, with H&M just happening to take title sponsorship for this year. So next year it could easily be Gap taking title slot.
With that in mind, I wonder what H&M will be getting out of it - I’m sure it’ll be costing them something in the six-fig’s, which is quite an investment. The fit is quite natural though, if you consider fashion’s ever stronger links with music, and as a respected high street name H&M will not p**s too many people off.
1 response so far ↓
1 badbob // Mar 28, 2007 at 10:06 am
i hear bowie is ill and hence isn’t playing at the event as was originally announced back in October when the event was released to press.
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