Brief
Most artist-brand deals are a post and a payment. I negotiated a year. I secured the partnership with Casio and VICE’s creative agency Virtue, then managed it across two campaign phases.
What We Built
Practice Hours ran multiple activations and eight European live shows. No Comply opened G-Shock’s 35th anniversary year. No Comply took its name from the skate trick and picked people who’d taken their own path — Novelist as the music leg alongside skaters Lucien Clarke and Benny Fairfax, in content built around how each of them actually works. Novelist carried the grime side of a brand whose story is built on skate and hip hop. Highsnobiety ran a full interview. A twelve-month term meant the association compounded instead of expiring. By the time No Comply ran in the spring of 2017, Novelist had been a G-Shock artist for the best part of a year, and the campaign inherited a relationship rather than announcing one.
Outcome
— 12-month partnership across two campaigns — 8 European live shows — Anniversary-year campaign alongside Lucien Clarke and Benny Fairfax — Coverage in Highsnobiety and across streetwear press
