Hey Everyone,
Today we welcome Charli xcx as Nothing’s first Global Brand Ambassador and latest shareholder.
Nothing first set out to make a mark on a long sanitised industry. By the time we arrived, the tech world had grown cold and minimalist, trapped in a cycle of over-optimisation that meant every new release was the same as the last. It’s been 5 years since we broke through and we haven’t slowed down since.
Charli xcx has done the same thing in music. She puts the messy, complicated stuff centre stage while most artists smooth it out. She lets her personality take the place of the usual commercial vision.
Nothing’s Chief Brand Officer Charlie Smith says:
“Charli xcx has spent her entire career rejecting the obvious path, and that’s exactly what Nothing’s philosophy is too. This isn’t a traditional endorsement. She’s a shareholder, a collaborator and someone who shares our belief that technology should be a vehicle for creative expression. Charli is the perfect creative partner to build the future of tech and culture.”
As a shareholder, Charli joins a global roster of cultural leaders who back Nothing not just as a maker of award-winning technology, but as a platform for creative expression.
Don’t just take what we have to say, here’s more from her:
“Nothing actually feels different to me. I’ve always just wanted to do things on my own terms, and that’s exactly what they’re doing, making stuff with personality that doesn’t look or feel like anything else. A creative partnership and becoming a shareholder just felt like a natural extension of that.”
Interested in all the BTS thinking going into our campaigns? Check out our exclusive community interview with CBO Charlie Smith here!
