WEDNESDAY 23 MAR 2022 11:08 AM


Fragrance brand, Paco Rabanne, has worked with creative agency, Impero, to launch a new corporate engagement campaign raising funds to support new artists with mentorship and financial support.

The campaign will raise awareness of Paco Rabanne’s ‘A Million Ways To Make It’ fund, supporting independent musicians and celebrating the hard work and dedication required to make it in the UK music scene. Beneficiaries of the fund will gain financial support and mentorship from industry experts.

The campaign will follow on from the brand’s successful ‘My First Million’ campaign, which was originally set up to provide support to the UK music industry during Covid-19. The winners of Paco Rabanne’s 2021 fund used their money on recording albums, buying equipment and travel costs.

‘A Million Ways To Make It’ has been launched in partnership with NTS, a global radio platform. NTS will host a series of radio shows and London performances throughout May and June 2022. The events are free to the public and will showcase recipients of the 2021 Paco Rabanne fund, alongside a diverse range of industry stars from across the UK.

Charlotte Willcocks, head of strategy at Impero, says, “We wanted to ensure we increased the physical visibility of the campaign and the cultural aspects it incorporates by adding in real life events now that we can. We are committed to being an active contributor to the UK music scene and are excited for the talent this campaign will uncover."

Interviews with previous beneficiaries of the campaign will be printed in Notion Magazine to highlight their positive experience and its social impact. Impero has also launched a dedicated hub on the NTS website to showcase the content in the run up to the 2022 launch.  

The campaign emphasises Paco Rabanne’s role in supporting young musicians and showcasing the evolution of the campaign in its second year, to include practical mentoring with NTS and creative and strategic guidance from the agency. The fund will start considering applications in July and will provide up to £5000 worth of funding.

“We look forward to the events coming up in the future months and would love to see many up-and-coming music artists benefit from the fund,” says Celine Gilg, managing director at Puig, the parent company of Paco Rabanne.