For the first time ever, a brand is launching an exclusive hit song along with various covers on YouTube, which have been recorded in different neighbourhoods around the world by artists with millions of followers. One of the 21st century’s most relevant technological phenomena, the “cover” broadcast via the Internet, is used to portray everyday life in neighbourhoods.
Pull&Bear launches “Be More Barrio”, an ode to the everyday and cosmopolitan life in neighborhoods, through a tour of the world’s most symbolic districts. The experimental project aims to show that, wherever you are, Toronto, Sydney or Madrid, young people’s cosmopolitan lives share many common aspects.
Australian band Sheppard has drawn inspiration from this original journey throughout the world’s most genuine neighborhoods to write, exclusively for Pull&Bear, the catchy song “Be More Barrio”. Sheppard recently enjoyed international success with “Geronimo”, a hit which received over 25 million views on YouTube.
For the first time, a hit has been created through six covers by an internationally successful cover artist who has a following of 11 million followers and over 2.7 billion views on their YouTube channel and videos.
Pull&Bear has channelled from the conventional way of creating music. From the typical creation of covers from well-known songs, they have created various versions simultaneously with the hits released.
Covers have been performed and recorded by Boyce Avenue from Florida (US), Daniela Andrade from Toronto (Canada), Philipp Leon Altmeyer from Cologne (Germany), the Mexican group Vazquez Sounds from California (USA), the Korean musical duo Jayesslee from Sydney (Australia) and Dvicio from Madrid (Spain). Each group has recorded their own version in their neighborhood that shows us that these areas are the shaping ground of our personality in an increasingly global world that shares the same value and concerns, showing us that these are the areas which most shape our personality in an increasingly global world that shares the same values and concerns.
The project has been launched in over 900 physical and online stores owned by the brand in 70 international markets, as well as on digital video channels such as YouTube, YouKu and Vimeo, in the brand’s and artists’ various social media, and on musical platforms such as iTunes, Spotify and Deezer.
About Pull&Bear
Pull&Bear has a clear international direction, aimed at dressing young people committed to their surroundings who wish to avoid stereotypes, live in a community and mix together. For them, Pull&Bear takes the latest international trends, mixes them with street style influences and fashion clubs, and re-interprets them in a unique style, transforming them into comfortable, easy to wear items at reasonable prices.
Pull&Bear has evolved alongside its clients, and is always up to date with new technologies, social movements and the latest artistic or musical trends. This is reflected not only in its designs but also in its stores.
In the Philippines, Pull&Bear is exclusively distributed by International Specialty Apparel, Inc., a member of SSI Group, Inc., and is located at Mega Fashion Hall. Visit www.pullandbear.com for more information.
