The music events company Goldenvoice, backed by parent company AEG, has built a massive portfolio of events as major and varied as Coachella and Camp Flog Gnaw. Now, they’ve taken on social justice and have decided to put their best foot forward.
In light of the Black Lives Matter movement and protests this past summer all over the United States, a fellowship of the company’s Black employees teamed up to form Goldenvoice BLACK—an area of the company they perceived as lacking. The team selected four young emerging designers to create merch to kick off autumn, coinciding with Goldenvoice BLACK’s inclusive mission. The endeavor yielded a selection of graphic designs to be issued as part of Coachella’s merch line.
Each participant reflected on the nature of their artwork, and how the main aim is to uplift their community. Some designers, for instance, were inspired by the idea of “what a Black Coachella would feel and look like.” The mission of the whole project, as mentioned on their website, is to “commit to continuously evolve as a festival that not only speaks on equity, justice, and actively anti-racist change, but acts on it. Our initiatives are a starting point; not meant to be static but to expand and evolve to best suit our community.”
The collection launched on Coachella’s Goldenvoice BLACK web store last week, so you can hear over to their website and check out all the work. The line-up of artists is incredibly exciting: here we have Bricks & Wood, who wanted to: “create the dream Black festival;” Diana Boardley, who is bringing “consciousness with love to Coachella merchandise and the power of the BLM Movement;” as well as Nicholas Mayfield and Supervsn.
All the profits from the sales will be benefiting both the artists and a charity of their choice.
Photos via Coachella