Towa Bird and Quavo Headline Urban Outfitters' Live Concert Series
by Tara FinleyAug 08, 2024
Has Urban Outfitters become August’s coolest (and most unlikely) music venue?
Beginning Tuesday, August 13, the retailer turned live-music-hotspot launches UO LIVE: a dynamic series of in-store experiences featuring artists on-the-rise and some of today’s best creators. Why are they doing this? To take the sting out of back-to-school and launch UO College Shops: 20 specialty campus-adjacent shop-in-shops packed with all the goodies you can dream of.
This is all a part of their ongoing Shift Happens campaign, an endeavor to transform the back-to-campus season by curating community-building events that promote the well-being of students, and aim to improve mental health and social anxieties.
The UO Live headliners do not dissapoint, either. They’ve not only lined up PAPER favorite Towa Bird, fresh off the release of her 2024 debut album American Hero, but hip-hop heavyweight Quavo, as well. The two will perform on Urban Outfitters’ intimate stage, alongside more soon-to-be announced special guests.
"We have heard from customers just how much the start of a new school year can be filled with trepidation, unexpectedness, energy and enthusiasm,” Urban Outfitters President Shea Jensen says. “It is in that spirit that we are thrilled to be partnering with some of the most exciting talent today and with some of the most desired and inspiring products and brands to redefine the ‘back to campus’ experience.”
UO Live will be hitting top college towns like Athens, GA, Georgetown, DC and Tucson, AZ, among others. In tandem with UO LIVE, Urban Outfitters will also be transforming select college-adjacent locations into an exclusive 20-store pop-up series, UO College Shop. These pop-ups will feature curated collections of playful dorm essentials (koozies, pocket planners, laptop sleeves) and trending beauty must-haves.
It wouldn’t be Urban Outfitters without some brand exclusives and there promises to be many, from limited-edition Baggu drops and special Birkenstock launches. New Owala and Champion products will also be highlighted throughout, as well as their in-house denim label BDG to build out your college wardrobe.
“Our Shift Happens campaign is about creating immersive experiences that inspire and connect our community,” adds Dmitri Siegel, Urban Outfitters’ Chief Brand and Creative Officer. “With UO Live we want to welcome everyone back to campus by giving them an incredible shared experience. Our brand and our stores are part of the college experience and this is our way of celebrating that.”
By transforming Urban Outfitters stores into live venues, the Shift Happens campaign is fostering connections in authentic, exciting ways between college communities and their favorite artists, creators and friends. With the chaos the coming months promise, UO LIVE has found a unique way to carve out space for students to create lasting memories and kickstart their years.
Besides, who are we to say no to a Towa Bird show?
This article is a sponsored collaboration between Urban Outfitters and PAPER.
