THE RUNDOWN

Quiksilver is a leading international surf brand with a presence in 90 countries worldwide, that designs, produces and distributes clothing, accessories and related products. To their employees, however, they are much more than a place to work. They have an established reputation as an organization that represents, not only a place to work, but also offers a lifestyle derived from a board-riding heritage.
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THE GOALS 

• Al Douglas in collaboration with Quiksilver to bring to life a Pan-European music project for Quicksilver. • Highlight the music project in media and stores to increase the popularity of surfing and surfwear among the broader community • Build a global music brand with legacy supporting artists from the grassroots up.

THE APPROACH 

• Al Douglas created two brand names for the new Quiksilver music event – Rehab and QuikSessions. Quiksilver suggested The Incubator.  QuikSessions was chosen as the popular choice. • Quiksilver would develop a webpage and in-store promotions to support the event • The events will be predominantly held in the UK and Europe, staging emerging and breakthrough artists. • Unsigned music search was supported by Gibson Guitars and MySpace. • Artists would apply to perform either through the Quiksilver website or via Al Douglas • Artists were able to drop music tracks into the Quiksilver Boardrider stores dotted around the UK and Europe. • Certain artists will be rewarded with the official title of ‘Quiksessions Unsigned Ambassador‘

THE RESULTS 

• QuikSessions has become Quiksilver’s music platform and continues to give a performing platform to emerging artists. • A range of Quiksession music albums were produced with music from the artists that had performed. • QuikSessions events were held in UK, Spain, France, Germany Portugal and Italy • Artists like Ben Howard benefited from performing at QuikSessions before he went mainstream. Ben is still a Quiksilver ambassador.