SPOT Festival saw the light of day for the first time in 1998 and has since then grown to become an internationally acclaimed festival. It focuses on the Danish music scene and is also highly supported by Danish music life. In 2014, Knowtheirname helped promote SPOT Festival through a strategic partnership, which included collaboration with the Danish fashion house Vito whose brand was activated in different ways on the festival. During the festival, Knowtheirname also held a seminar for people from the fashion industry on how to work strategically with music and fashion in a branding perspective.
The strategic partnership was built on SPOT Festival’s ambition to create a communicative platform for the Danish and Nordic music scene. The focus, of course, was the connection between music and brands. The partnership helped create a relevant venue for the fashion industry – and Vito in particular – to brand itself in a musical context while SPOT Festival gained a lot of attention within the fashion industry.