Pop star Charli xcx has joined technology company Nothing as its first Global Brand Ambassador and latest shareholder as part of a new creative partnership.
Charli xcx has become the first Global Brand Ambassador for Nothing as part of a new partnership that also sees the pop star join the company as a shareholder.
The collaboration marks what Nothing described as a “new creative chapter” for the brand, pairing the artist with a technology company that says it prioritises creativity and design.
As a shareholder, Charli joins a list of high-profile backers that includes The Weeknd, Casey Neistat and Swedish House Mafia.
Nothing said the partnership reflects its ambition to position itself not just as a consumer technology brand, but as a platform for creative expression.
Charli revealed she was drawn to the company’s approach to design and support for creatives.
The Apple hitmaker 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 chief executive of Nothing, said the partnership was built around a shared creative philosophy.
He 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 alongside a new global advertising campaign titled ‘NOTHING (CHARLI XCX)’, filmed in London by Charli’s long-time collaborator Aidan Zamiri.
The campaign features the singer wearing Nothing headphone (a) continuously for five days, highlighting the device’s claimed 135-hour battery life.
Charli xcx becomes Nothing’s first Global Ambassador
