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Diesel’s U:Music Tour, an extension of the brand’s online emerging band competition, stopped in Miami Tuesday night as part of its inaugural 10-city international tour. Miami served as one of only two U.S. cities on the tour, which also stopped in New York on July 30, and attracted more than 1,300 guests to the Paris Theatre. Local Diesel stores handed out free wristbands for entry to the concert over the previous weekend.
The clothing brand created the tour as a way to further promote the bands who won its online competition by pairing the winning band with established artists in each city on the tour. “There’s nothing better than showcasing [music] live to the public with our fans, our key customers, and people who really love the brand,” said Steve Birkhold, C.E.O. of Diesel USA.
Terror Pigeon Dance Revolt!, the contest winner, began the tour on July 3 in Berlin and has traveled to cities such as Tokyo, London, Madrid, and Helsinki. In each, the local Diesel subsidiary coordinated the concert and booked the headlining act the band would perform alongside.
Staffers in Diesel’s U.S. headquarters in New York coordinated the Miami event, headlined by hip-hop artist Kid Cudi and singer Santigold. Tying the concert together with the brand’s fall fashion trend of studs and grommets, 3B Productions used lighting to create colorful dots throughout all-white venue, and Air Dimensional Design suspended 10 of its oversized balloons around the perimeter of the main room.
The night’s first act, Terror Pigeon Dance Revolt! performed a 27-minute set about an hour into the event. Jemina Pear, Kid Cudi, and Santigold each performed for about 45-minutes as the night progressed. DJ Berrie kept the energy in the theater up in between acts from his post at the onstage turntables.
DJ Mom Jeans, a.k.a. actor Danny Masterson, rounded out the night’s entertainment, which included a special encore performance with Kid Cudi. The concert wrapped up around 2 a.m.