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Garnier Helps Connect Style and Music at SXSW
Posted: March 14, 2013
Vice's music channel, Noisey and L'Oréal hair care brand Garnier Fructis announced the launch of the www.noisey.com/style-stage Style Stage, a definitive platform for emerging style and music being debuted at the SXSW Music Festival in Austin, Texas.
Style Stage celebrates the intersection of hair, style and music with online and in-person content and experiences rolling out over the coming year. The experience is set to features some of the most expressive looks of the world's most influential musicians, shining a light on iconic hair and personal styles from the past, and those breaking onto the music scene today.
"Music and style have always been so closely intertwined, but there's never been a place to go for people who are interested in both," said Trevor Silmser, publisher, Noisey. "Style Stage is a great addition to the Noisey family, and we are especially excited to be launching at SXSW."
Style Stage will feature online premium original videos airing bi-weekly, along with engaging editorial content and original photography, featuring up-close interviews with emerging music artists, beauty and style influencers, and hairstyle trends from music festivals around the country throughout the year. Style Stage will also launch a college campus tour to discover two Style Stage hosts who will travel to music festivals throughout 2013, reporting upon of-the-moment hair and style trends for the platform. Additional details and tour dates will be announced later this month.
"Music has always been a key strategic platform for Garnier Fructis. Like hair, it's an incredible vehicle for self-expression and says so much about personal style," said Debora Koyama, assistant vice president of marketing, Garnier Fructis . "We are thrilled to be working with Noisey on all the incredible content and experiences Style Stage will present in celebration of hair and music trends and showcase how hair styles can define artists—even eras."
Style Stage will premiere an original documentary film titled "Style Stage", featuring interviews with Chairlift, Alexis Krauss of Sleigh Bells, IO Echo, Eve, Tegan and Sara, and more on March 20. The film explores the iconic relationship between music and personal style, featuring emerging artists, influential photographers, and hairstylists. The trailer of the documentary can be viewed here, and the full-length documentary will premiere online at beginning March 20.