It was only 18 months ago that up-and-coming singer-songwriter Maggie Rogers stunned Pharrell Williams when he visited her grad school music program at New York University’s Clive Davis Institute at the Tisch School of the Arts and was floored by her demo track, “Alaska.”
The encounter (captured on YouTube) skyrocketed her to fame, with the song going to #1 in 23 countries. After a year-long tour, appearing on The Tonight Show With Jimmy Fallon, Late Night With Seth Meyers, the BBC, NPR’s Tiny Desk Concert series and a slew of radio performances including Apple’s Beats 1 radio with Pharrell, Rogers is a bona fide star.
Now she has signed her first brand endorsement deal, with The North Face sponsoring the release of her new track with a unique digital interactive partnership. The outdoors brand is a perfect tie-in for the young artist, whose music (including the track that Pharrell fell in love with) takes inspiration from time spent hiking and walking in nature, along with her explorations in dance music while living in Europe.
We partnered with @MaggieRogers for the release of Ventrix, the jacket that works when you do.
Shop the jacket at https://t.co/V5elBGcf67 pic.twitter.com/W7CwEGIv5d
— The North Face (@thenorthface) September 19, 2017
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While Rogers has a new track (“Split Stones”) to promote, The North Face has its own release to promote: its new insulated Ventrix™ Jacket that releases excess heat through movement and exertion for balanced warmth and breathability.
So as the brand notes, “We partnered with Maggie Rogers to pair her new single ‘Split Stones’ with the release of Ventrix, our latest cold weather technology. Our insulated Ventrix jacket works when you do, releasing excess body heat through dynamic ventilation that opens and closes with motion. These micro vents balance warmth and breathability as you move through any activity in wet, cold conditions.”
Catch a sneak peek of my new song "Split Stones" in the latest @thenorthface campaign – full song out tomorrow https://t.co/WTWWUMrVSs pic.twitter.com/fWPiw8aUFa
— Maggie Rogers (@maggierogers) September 19, 2017
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To celebrate the launch of Ventrix™ and its heat release technology, The North Face and the breakout musician have collaborated to create “The Release Project,” a first of its kind interactive digital experience—best experienced on mobile—that allows Rogers’s new track, “Split Stones,” to be revealed layer by layer through movement.
With more movement, more layers of the song are played until ultimately the full-length track is unlocked 24 hours ahead of its official global release, available to download and stream at all digital partners on September 20. Thanks to The North Face, fans can unlock Maggie’s new song a day before it debuts on Zane Lowe’s show on Beats 1 through its interactive experience.
The brand is also paying to pop up in search results on YouTube, for example, so anyone searching for Rogers’ music or interviews will see a promo for the Ventrix jacket. Rogers is also promoting the partnership on her social channels.
Listen for @zanelowe's premiere of “Split Stones” tomorrow around 940a PT/1240p EST on @beats1official: https://t.co/a3BTLiDOGt pic.twitter.com/iGTKaWVNNB
— Maggie Rogers (@maggierogers) September 19, 2017
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