Using music to keep New Era at the heart of Youth Culture

35 music artist relationships in 2019
21m video views
1m direct social media interactions
23m social media followers reached

KINC has been part of New Era’s European team since 2013 and launched a number of highly successful music-led campaigns which have tapped into existing and new audiences


16-24 yrs


Music / Creative / Street Culture / Sport / Streetwear


Artist relationships / Music strategy / Content production / PR & digital support

New Era x MoodyMan-Detroit Shoot-3


KINC selects and works with artists that are influential to the target audience and wear New Era. This has included artists such as Rag N Bone Man, Bring Me The Horizon, Novelist, Moses Boyd, Little Simz, Serious Klein (GER) and Moodymann.

A three-tier approach includes basic seeding, building the relationship and ultimately creating larger content and product projects with selected artists.

KINC has developed multiple European campaigns that connected brand messaging to audiences through music, and delivered authentic pieces of film content and imagery in the UK, France, and Germany.


Our ongoing work ensures the most aspirational music artists are seen wearing New Era and working with us across social media channels, leading to new brand advocates and increased revenues.


Get in touch to find out how we could help your brand unlock an audience