H&M UK recently announced the launch of a special on-going music partnership, to support and raise the profile of independent music artists and rising talent, whilst rewarding loyal H&M fans with exclusive events. The collaboration has been developed closely between H&M UK and music industry partners. After the successful launch and exclusive gig from singer-songwriter Gabrielle Aplin, we can now announce that H&M Music will be introducing IDER. IDER are one of the freshest and most honest UK acts to appear in a long time. The female London duo, Megan Markwick and Lily Somerville, became inseparable whilst studying together at university and have been making music together ever since. Their incredible voices blend together to create modern, unique, alt-pop songs with a deep and relatable message. Themes of anxiety, identity, mental health, and the human condition run throughout their work. The duo will support Sigrid on tour later this year and have their own European tour dates lined up. With H&M Music, fans can access a special intimate gig from IDER. H&M Music is a benefit within the H&M Membership digital loyalty program. H&M Membership is free to join via the H&M app or at hm.com and comes with a variety of benefits. Members collect points with every purchase and enjoy exclusive discounts, rewards and access to VIP events. With ‘H&M Music’, Members can now discover new artists, access exclusive live events, and receive other music related rewards. Importantly, this is a chance for H&M to give back to the music industry and use its platforms to support up and coming talent. H&M have worked with partners to bring this concept to life and build an original platform. Record label AWAL utilise their analytics to identify focus artists whose core audience overlaps with H&M’s target market for the program. DICE, the live events ticketing and discovery platform, is managing the series of live events as well as experiential campaign services for the collaboration. H&M will be working with independent venues in order to support them too. As part of the program, IDER have also co-designed a limited-edition collection for H&M, which will be available in October. The capsule collection will include five limited edition items, all made from 100% organic cotton. H&M Members can apply for tickets from October to see the private H&M Music concert with IDER, which will take place in London on Thursday 24th October. The tickets cost £5, 100% of which will be donated to the Mental Health Organisation charity, as selected by IDER

www.mentalhealth.org.uk
www.hm.com
#HMMusic