It’s the kickoff of festival season, with Coachella around the corner, and California-based PacSun — which has been activating around the music event for years — is showcasing four emerging artists in its new 2024 festival campaign.
“We’re thrilled to welcome new unique talent to the PacSun Collective,” said Addie Rintel, vice president of women’s merchandising and design at PacSun, in a statement. “The Festival Campaign is a celebration of fashion and music, two powerful forms of self-expression that resonate with our consumers. Giving these artists the resources to amplify their creativity is so fulfilling and in turn, we’re able to authentically present real PacSun consumers in the campaign. We’re proud to uplift these important voices and inspire youth to express and pursue their passions.”
The young talents are Michael J. Woodard, Abrieel, Acoya and Ronnie Watts. Woodard, 26, was among the top five on the 16th season of “American Idol”; Abrieel is a singer-songwriter in Los Angeles creating R&B; Acoya is a singer and producer based in San Francisco, and Watts — the first to be spotlighted — is a pop artist from upstate New York.
The brand kicked off the new campaign with a music video featuring Watts’ original song “Fast, Fast, Fast” and plans to unveil music videos and content with the other artists, including an unreleased single by Acoya titled “LoverBoi.” All the artists will be performing inside PacSun’s flagships in L.A. and New York, which will be livestreamed on the brand’s TikTok.
PacSun — founded in 1980 and owned by Golden Gate Capital — designs for kids, teens and young adults. Content creator Emma Chamberlain, who’s now 22, has been fronting many of its latest campaigns.
