Isawitfirst in long-term MOBOs link as Musa collab success boosts diversity drive

By

Sandra Halliday

Published
Dec 3, 2020

Retailer Isawitfirst has announced it’s forging stronger ties with the music industry as it unveils an exclusive partnership with the MOBO music awards, as well as sponsorship of the Best Female category. 

The brand has seen music as a key marketing channel for some time and previously hosted its own talent search called First Look. It also  unveiled a mini collection with multiple Brit award winner and MOBO winner Emeli Sandé only a month ago. Meanwhile, in August it became the first fast-fashion brand to collaborate on a collection with a black British female Influencer Mariam Musa.

The company said the success of the Musa collaboration “encouraged the brand to increase diversity across their platforms. Sponsorship of the MOBOs is one sincere step towards achieving that ambition” and is “a natural step” for it to take.

The MOBO Awards, founded by Kanya King, celebrate music of black origin from across the globe, encompassing contemporary and classic genres such as grime, hip hop, R&B and jazz. 

Due to current circumstances, the awards will be held virtually on December 9 and live-streamed on YouTube, then broadcast on the BBC later that evening with the highlights shown on BBC iPlayer. 

The ceremony is set to be hosted by Maya Jama who Isawitfirst hopes to dress for the event along with the female nominees Lianne la Havas, Mahalia, Tiana Major9, Ms Banks, Darkoo and FKA Twigs. 

MOBO’s Kanya King said the new partnership “adds an extra dimension to the show for our Best Female category [and] also involves a longer-term relationship that will see a range of MOBO-inspired designs in the months to come with part of the proceeds going to our charitable arm, the MOBO Trust, which supports talented young individuals in music and beyond”.