Australian boot brand Blundstone has been revealed as the first major partner for independent music platform, lnwy.co.
The platform is a collaboration project between digital and creative agency, Bolster, and Laneway Music Festival.
Blundstone decided to join the platform following its growing popularity in the Australian music scene, with the 500 series styles frequently spotted on the likes of Alpine, Dan Sultan, Tash Sultana and Bad Dreems.
To launch the partnership, the boot brand has created content with lnwy.co-featuring Triple J Hottest 100 favourite, Gang of Youths, that gives an insight into touring life with the band.
A second content piece has also been released featuring 2015 Triple J Unearthed winner, Bec Sandridge, and gives an insight into how she started her career in the music industry.
Blundstone global head of brand, design and consumer engagement Adam Blake said the brand is taking steps to get behind projects that highlight its ’Everywhere Life Takes Me’ brand platform.
“A key focus for us is to introduce our brand to the younger 18 to 25-year-old market, who may not know that Blundstones can be used for everyday life.
“By partnering with a company like lnwy.co, who have access to an array of artists and create content that is authentic and insightful, we are able to share our brand story through the stories of those creatives that wear and love our boots,”
There will be two more content pieces before the middle of the year, revolving around festival fashion.