Ted Baker announces digitally driven Street Party Sessions series

Ted Baker has launched Street Party Sessions, pitched as an immersive, digital first series of performances by British musicians.

In collaboration with Eleven Studio, the fashion retailer will present “an immersive, digital-first series of performances by musicians Jungle, Joy Crookes, Little Simz, Bastille and Alicai Harley”.

The series will be broadcast across the brand’s digital channels over five consecutive weeks starting Thursday, September, 30, forming part of a wider brand strategy across the likes of TikTok, YouTube, and Animal Crossing.

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Ted Baker chief customer officer Jennifer Roebuck said: “Street Party Sessions provides a strategic opportunity to occupy the cultural space in a way that we hope will change brand perceptions, engage new audiences and remind our loyal and brand curious customers why they love Ted Baker.”

Ted Baker director of marketing Gail Dobinson said : “Music is such a powerful medium and has in many ways kept us sane and inspired throughout the last year.”

“With Street Party Sessions, we want to celebrate that sentiment whilst bringing music to our audience in our own unique way, collaborating with homegrown talent to offer a truly immersive and digitally driven experience across all our channels.”

The retailer also said that central to the Street Party Sessions “is the brand’s partnership with gender equality initiative Keychange, and support for underrepresented UK artists and innovators”.

Ted Baker sponsors the Keychange programme and “champions emerging women and gender minority artists and innovators from Keychange’s talent development programme, offering store space for live shows and allowing upcoming talent to share their stories with new, wider audiences”.