Charli xcx Joins Nothing as Global Brand Ambassador and Shareholder
The visionary pop star is teaming up with the London-based tech disruptor to challenge industry monotony, kicking off with a massive new campaign.
Summary
- Tech brand Nothing has officially announced a major partnership with Charli xcx, naming the pop superstar as its first global brand ambassador and newest shareholder
- Charli joins a high-profile roster of cultural leaders invested in the company, including The Weeknd, Casey Neistat, and Swedish House Mafia
- To launch the collaboration, the brand debuted a new global campaign titled “NOTHING (CHARLI XCX)” shot by Aidan Zamiri, highlighting the new Nothing headphone (a) and its massive 135-hour battery life
The intersection of technology and pop culture just got a massive jolt of energy. Nothing, the London-based consumer tech brand known for its transparent designs and disruptive ethos, has officially tapped Charli xcx as its first global brand ambassador. But the partnership goes far beyond a standard celebrity endorsement. The visionary artist is also coming on board as a shareholder, signaling a bold new creative chapter for the company as it looks to build a tech ecosystem deeply rooted in creative expression rather than sterile minimalism.
By acquiring a stake in the company, Charli xcx joins an exclusive roster of cultural heavyweights—including The Weeknd, Casey Neistat, and Swedish House Mafia—who view Nothing not just as a hardware manufacturer, but as a genuine platform for creators. “When I’m creating, I’m always thinking about how my work will be experienced out in the world, and I love how Nothing headphones sound and are designed,” Charli xcx shared regarding the new partnership. “Its ethos of prioritising creatives is really something I look for when working with a partner.”
Nothing Co-Founder and CEO Carl Pei echoed that sentiment, noting that the tech industry has spent the last decade becoming increasingly “quieter, more minimal, more monotonous,” while Charli has spent her entire career sprinting in the exact opposite direction. “We want Nothing to feel more like that,” Pei stated. “She’s joining as a shareholder and partner, and the campaign launching today is just the start of what we’re working on together.”
That inaugural campaign, officially titled NOTHING (CHARLI XCX), was shot in London by the singer’s long-time visual collaborator Aidan Zamiri. The high-energy visuals feature Charli wearing the new Nothing headphone (a) for five days straight, perfectly demonstrating the audio device’s industry-leading 135 hours of playtime. The campaign arrives on the heels of major financial momentum for Nothing, which recently closed a $200 million USD Series C funding round at a $1.3 billion USD valuation.
As Nothing continues to scale rapidly, this newly minted $1.3 billion USD war chest is clearly being directed toward building a brand at the absolute bleeding edge of technology and culture. With Charli xcx helping steer the creative vision, Nothing is proving that the future of consumer tech doesn’t have to be boring.
