Mumbai: Nothing has announced a new partnership with Charli xcx, who joins the technology brand as its first Global Brand Ambassador and latest Shareholder. The collaboration marks a new creative phase for the company as it continues to position itself at the intersection of technology, culture and creative expression.
As part of the partnership, Charli xcx joins a growing list of cultural leaders backing the brand, including The Weeknd, Casey Neistat and Swedish House Mafia. The company said these partnerships reinforce Nothing’s vision of building a technology brand that champions creativity alongside product innovation.
Charli xcx said, “When I’m creating, I’m always thinking about how my work will be experienced out in the world and I love how Nothing headphones sound and are designed. Its ethos of prioritising creatives is really something I look for when working with a partner.”
Carl Pei, Co-Founder and CEO of Nothing, said, “I’ve been a fan of Charli’s work for years, and what struck me when we started talking was how much we agreed on. The tech industry has spent a decade making everything quieter, more minimal, more monotonous. Charli has spent her career going the other way in pop. We want Nothing to feel more like that. She’s joining as a shareholder and partner, and the campaign launching today is just the start of what we’re working on together.”
The partnership launches with a new global campaign titled ‘NOTHING (CHARLI XCX)’, shot in London by Aidan Zamiri, Charli’s long-time collaborator. In the campaign, the artist is seen wearing Nothing headphone (a) continuously for five days, highlighting the product’s 135-hour battery life.
The announcement follows Nothing’s recent US$200 million Series C funding round, which valued the company at US$1.3 billion. The company said the collaboration with Charli xcx reflects its ambition to build a new-age technology brand shaped in partnership with the global creative community.
