Nothing has announced Charli xcx as its first Global Brand Ambassador and a company shareholder, pairing the British pop artist with a consumer tech brand that has increasingly positioned itself around creative identity.
Charli joins a shareholder roster that includes The Weeknd, filmmaker Casey Neistat, and Swedish House Mafia. Nothing describes the group as “cultural leaders” who back the company not just as a hardware maker but as a platform for creative expression.
“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. Its ethos of prioritising creatives is really something I look for when working with a partner,” Charli xcx said in a statement.
“I’ve been a fan of Charli’s work for years, and what struck me when we started talking was how much we agreed on. The tech industry has spent a decade making everything quieter, more minimal, more monotonous. Charli has spent her career going the other way in pop. We want Nothing to feel more like that. She’s joining as a shareholder and partner, and the campaign launching today is just the start of what we’re working on together,” Carl Pei, Co-Founder and CEO of Nothing added.
A global campaign called ‘NOTHING (CHARLI XCX)’ launches alongside the announcement. Shot in London by Aidan Zamiri, her long-time collaborator, the campaign features Charli wearing Nothing’s headphone (a) for five days straight, centred on the product’s claimed 135 hours of playtime.
The deal comes as Nothing scales following a Series C round that raised $200 million at a $1.3 billion valuation. Pei framed the partnership as a signal of how that capital is being deployed, describing ambitions to build a company at the intersection of technology and culture.
