ASTON MARTIN TAKES HOUSE MUSIC FOR A SPIN
words by FELICITY CARTER
The Aston Martin Aramco Formula One Team has joined forces with Defected Records for four days of house music, exclusive vinyl and DJ sets in London.
all images courtesy of DEFECTED RECORDS
Formula One and house music share an appreciation for noise and speed, and now Aston Martin Aramco has teamed up with Defected Records, the influential British house label founded in 1999, for a new collaboration titled ‘Driven by Sound’. The project will take over 19 D’Arblay Street in Soho from 28 to 31 August, and across these four days, the space will host DJ sets, panels, workshops and a selection of limited-edition pieces, bringing the atmosphere of the paddock into central London with a strong house soundtrack.
At the centre of the collaboration is the latest release from I / AM DROPS, Aston Martin Aramco’s series of limited fan experiences inspired by streetwear and music culture. This edition includes access to the preview night, a bespoke record box and a vinyl collection created around the ‘Driven by Sound’ campaign. There will also be a small run of collaborative T-shirts.
The partnership is the latest move in Aston Martin Aramco’s increasingly musical off-track life; the team has previously worked on projects with Tems, The Rolling Stones, Santan Dave, Dom Dolla and Barry Can’t Swim -- it's an eclectic list spanning rock royalty and some of the leading names in contemporary dance music. For Rob Bloom, Chief Marketing Officer at Aston Martin Aramco, the appeal lies in the devoted communities surrounding both worlds, he explains, “Community is a vital part of F1, and our collaboration with Defected Records enables our shared goal of bringing people together. Whether through the excitement of Formula One or the energy of house music, we’re inviting fans to experience both worlds in a completely new way. Aston Martin has a long history of cultural extensions. Through this collaboration with Defected Records, we continue to meet fans on their terms, using the power of music to bring a new audience to our sport.”
Defected has spent 27 years helping to define British house music, growing from an independent record label into an international network of artists, radio shows, parties and festivals. Its online audience now numbers more than 12 million, although its club-floor instincts remain firmly intact. And the Soho programme will include panels and DJ workshops created by and for FLINTA communities, encompassing women, lesbians, intersex, non-binary, trans and agender people, alongside DJ pop-ups and the exclusive vinyl release. Wez Saunders, Chairman, CEO and co-owner of Defected Records, has long had a personal interest in the meeting point between music and sport, he says, “As someone who has held an unconditional passion for both music and sport my whole life, the chance to bring the worlds of Defected Records and Aston Martin Aramco together is a compelling one."
He continues, “Defected has always been for everyone, and our partnership with Formula One capitalises on this in more ways than one. From upcoming panels and DJ workshops by and for FLINTA communities, to the DJ pop-ups and exclusive vinyl must-haves, there’s a lot for everyone to look forward to. This unique coming together of our two brands enables likeminded fans to bond through music, sport and community alike, just as I have with many over the years, with togetherness remaining a cornerstone of our ethos for 27 years."