Paco Rabanne is hosting a campaign to provide new independent musicians with financial support and mentorship from industry experts—A Million Ways to Make It. The campaign is facilitated by Impero, who previously worked with the fashion and fragrance house on a 2021 campaign called My First Million in response to the impact of the COVID-19 pandemic on the U.K. music scene.
Related: IFRA UK launches Fragrance Matters Campaign
To promote the campaign, Paco Rabanne and partners NTS will host a series of radio shows and performances in London throughout May and June 2022 that will showcase the recipients of the 2021 campaign, HarleighBlu, anaiis and Mom Tudie. Impero launched a dedicated hub on nts.com to host content related to the campaign.
Charlotte Willcocks, head of strategy at Impero, said via press release, “We are delighted to be able to play such an integral role in a campaign that is helping support so many up-and-coming artists. After the success of the 2021 campaign, we were dedicated to ensuring that we built upon its great success and provided the strategic and creative expertise to maximize the potential of the fund in 2022. We wanted to ensure we increased the physical visibility of the campaign and the cultural aspects it incorporates by adding in real life events now that we can. We are committed to being an active contributor to the UK music scene and are excited for the talent this campaign will uncover.”
Celine Gilg, managing director at Puig, said via press release, “We are thrilled to continue our strong relationship with Impero, and are delighted to finally kick off the campaign for its 2022 iteration. After the success of last year’s fund, we were keen to develop its offering to include practical mentoring from established industry professionals. Impero has helped facilitate this, promoting the Paco Rabanne brand across a range of platforms to ensure people experience a deeper musical connection. We look forward to the events coming up in the future months and would love to see as many up-and-coming music artists benefit from the fund.”
