Nothing has officially announced a new partnership with Charli xcx, naming the artist as both its latest Shareholder and first-ever Global Brand Ambassador.
The collaboration marks what the company calls a new creative chapter for the brand, bringing together one of pop culture’s most distinct artists with a tech company focused on creativity and design.
As a Shareholder, Charli joins a roster of cultural figures backing the brand, including The Weeknd, Casey Neistat, and Swedish House Mafia.
“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,” said Charli xcx. “Its ethos of prioritising creatives is really something I look for when working with a partner.”
According to Carl Pei, the partnership reflects a shared vision between the artist and the company.
“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,” said Pei. “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.”
He added that the campaign launching today is “just the start” of what both sides are working on together.
The partnership launches alongside a global campaign titled “NOTHING (CHARLI XCX),” shot in London by longtime collaborator Aidan Zamiri. In the campaign, Charli wears the new Nothing Headphone (a) continuously for five days, highlighting its claimed 135 hours of playtime.
Nothing also recently secured US$200 million in a Series C funding round, bringing the company’s valuation to US$1.3 billion. The company says its partnership with Charli xcx reflects its continued push to position itself at the intersection of technology, culture, and the creative community.
