STOCKHOLM, Sweden — Sept. 13, 2018 — Today, Urbanears introduces its new campaign “Listen to yourself”, a new brand initiative for creative minds who listen to their inner voice and make this voice their guide. A stage for those curious souls who squeeze the most color out of life and like to express their unique personalities. Collaborating with different artists, Tove Lo being the first, Urbanears will provide its products as a blank canvas to each creative, allowing them to express themselves in how they recreate the design.
Listen to yourself by Tove Lo
Urbanears’ partnership with Tove Lo enables her to use the brand’s products to creatively and artistically express herself. Tove Lo created a customized and personalized range of Urbanears products that bring the “Listen to yourself” message to life, creating a meaningful and impactful pop cultural moment through design.
“For me, the campaign is about daring to listen to your gut feeling – the honest feeling about what you want and who you are that comes from inside you,” said Tove Lo. “I think most of us spend too much time listening to the outside – ‘what will people think’ and all that. The thing is, other people’s validation will never complete you.”
Tove Lo collaboration
Tove Lo was inspired to collaborate with Urbanears because, with so much influence from the outside world, she believes it is difficult to keep a clear and free mind, able to wander on its own. Headphones and music can create that safe space – listening to music can change a mood and bring out important emotions. Those emotions, for Tove Lo, are empowering to her fans.
“My intention is very rarely political. I just speak my mind and make sure that my fans know where I stand. I won’t back away from something just because it’s seen as provocative or wrong by people I don’t share views with,” explained Tove Lo. “It’s when you start to polish the corners of yourself to not offend anyone that you lose your voice. And we need voices now.”
Tove Lo created three custom products, stemming from the current product line, including Plattan 2 Bluetooth, Stammen and Baggen. Tove Lo created an all glitter headphone and a disco-themed speaker. Inspiration for these products derived from the singer’s popular song, “Disco Tits”.
“‘Disco Tits’ was a clear inspiration,” Tove Lo laughed. “I’m a typical ‘dance your tears away’ kind of person and a lot of my music has that feel to it. So, using materials like glitter and disco ball mirrors ties into that really well.”
Listen to yourself
With style and minimalism at the core of our identity, Urbanears headphones and speakers are a canvas for self-expression.
“The ‘Listen to yourself’ campaign will start with Tove Lo, but hopefully, become a movement,” said Ida Holmen, Global PR Manager. “Urbanears has minimalism and functional design rooted in its DNA. This minimalism is what will give the artists their blank canvas to work off. We created this initiative for all the creative minds who, in their everyday life, express themselves through their technology and don’t let the technology define them.”
Urbanears is committed to champion radical creativity at the intersection of music, fashion and technology by collaborating with present and future icons. The colorful urban voices in the street we love to listen to. Those creators of style that are using their inner voice as tools to express their ideas and ideals.
“Tove Lo is the perfect artist to kick off this campaign based on self-expression and being your true self,” said Ida Holmen, Global PR Manager. “Not only is Tove Lo from where Urbanears was born, but also, in her songs, she often sings about being unapologetic about who you are and what you’re feeling, which is the very essence of this campaign.”
Urbanears is a creative lifestyle brand from Stockholm, Sweden, that’s been revolutionizing the headphone industry since 2009 by turning headphones into a fashion accessory.
We have built our success upon a few simple ingredients; simplistic design, innovative features and lots and lots of color. Today we deliver creative and colorful sound to people in over 60 countries worldwide.
We believe in empowering people to express themselves through fashionable electronics, and are committed to champion radical creativity at the intersection of music, fashion and technology by collaborating with present & future icons to create new and immersive product & brand experiences.
About Tove Lo
Tove Lo, also from Stockholm, is an artist, songwriter and visual provocateur. She is celebrated for her “darker” approach to upbeat pop music, focusing her writing and art on the highs and lows of love’s labor’s lost.
Tove Lo is boldly unedited, proud to be re-writing the rules of pop-starlet engagement and has made a name for herself as an award-winning performer and Grammy- nominated songwriter. Tove Lo began her journey writing poetry and short stories at young age and is now co-writing songs for some of the biggest names in the music industry. In only four years, Tove Lo has released one EP and three studio albums, produced and released two short films, with another on the way, has featured on tracks with some of music’s biggest names (Coldplay, Flume, Alesso, and more), and established herself as an incendiary live performer, commanding massive stages all over the world – and she’s only just getting started.