GUESS is expanding its brand by launching a music platform with Republic Records. To christen the endeavor, Ariana Grande will drop the music video for “Side to Side” on their website today [Sunday, August 28th] before she and Nicki Minaj perform the single at the MTV VMAS.
The platform itself is meant as a space for music and fashion to collide, as a means of collaborative marketing and creative direction. Republic’s artists and others gain exposure for their music while GUESS displays its latest designs. For example, GUESS Music’s project with Grande debuts their new athletic line, worn and mentioned by the singer in her music video. And all projects by GUESS Music are available for purchase.
GUESS and Republic Records hope to discover emerging artists in the way the fashion brand has jumpstarted the careers of major supermodels. President of Republic Label Group Charlie Walk said in a statement, “I came to Paul [Marciano of GUESS? Inc.] and was inspired by his love and understanding of how music and fashion drive each other. So, we created GUESS Music, an open door music and fashion platform that gives the ability to collaborate with the biggest artists in the world, while additionally helping to launch the next generation of superstars. We wanted to create the opportunity to discover new music together globally.”