Sonic branding agency creates ‘the first music strategy’ for luxury streetwear label

Music collaborations and sonic branding agency Maison Mercury Jones has partnered up with Belgium-born and now London based fashion brand ARK/8 to create a holistic marketing strategy based on electronic music and artist collaborations called Club ARK/8.

Founded in 2007, ARK/8 brings together fashion and video games into premium collections and collaborates with gaming studios and gaming franchises worldwide. With the brand’s relaunch coming to London this month, Maison Mercury Jones is supporting ARK/8 as it now enters a new era in the world of fashion.

The agency’s primary focus was to produce a ‘bespoke sonic universe’ and music strategy through ‘meaningful’ music collaborations with world-famous electronic music artists whose values, style, genre, and personality align with ARK/8’s DNA and key values.

The strategy includes the conception of an original brand track, an ongoing series of remixes by emerging and more well-known electronic music artists called the ARK/8 Mavericks, exclusive content including curated playlists, behind-the-scenes videos and interviews, and live events from the hottest underground DJs.

‘Painting a sonic picture’ of ARK/8 and its brand universe, Maison Mercury Jones’ Creative Director Ilā Kamalagharan worked alongside ARK/8 Maverick Cherif Hashizume, producer and DJ, to compose the brand’s official soundtrack, a deep house anthem inspired by ARK/8’s Japanese influences which will feature on all platforms at the end of November.

The first worldwide famous electronic music artist to collaborate with ARK/8 is Australian-born and London-based DJ HAAi. With a focus on experimentation, she explores new sounds and new ways of making music. HAAi released her first album ‘Baby, we’re ascending’ on Mute Records in 2022 and is set to release her forthcoming DJ Kicks album.

Aurelia Havet, Head of Strategy and Co-Founder at Maison Mercury Jones, commented: “It is so amazing to collaborate with ARK/8 on a long-term music strategy, a brand whose whole team is passionate about electronic music, so committed to DEI in music and fashion as well as supporting emerging producers, DJs, and artists across the world.”

“As a creative brand strategist, building a fully holistic music strategy mixing original track composition, artist partnerships, exclusive branded content, and live events is a dream marketing brief!

Dimitri van Eetvelde, Chief Executive and Creative Officer at ARK/8, added: “Music has always been an integral part of my life and I always imagined that it would play an important role at ARK/8. Aurelia and Ilā at Maison Mercury Jones not only made this possible, but they blew us away and designed a music strategy that’s beyond what we had hoped for.”

By Matthew Neville – Senior Correspondent, Bdaily

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