Selfridges x Music Matters

Launching Selfridges’ live music initiative Music Matters with a film and Selfridges window display

In two dynamic partnerships with Selfridges, we launched its live music initiative Music Matters as a response to the continuing closure of small and medium sized music venues across the UK. Dazed took over the windows of Selfridges Oxford Street with portraits of five emerging female musicians shot by Hanna Moon: Mobilegirl, Bonaventure, Soraya Jansen, Coucou Chloe and Ojerim. We commissioned award-winning director Leonn Ward to produce a short fashion and music film featuring an interactive click-and-shop feature.

Results

  • DAZED CREATED ORIGINAL HIGH IMPACT INTERACTIVE FILM CONTENT THAT REACHED DAZED'S HIGHLY ENGAGED AUDIENCE
  • 2M reach generated across press, social and editorial
  • 10K engagements across social media
  • 56% view through rate on video content