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AG Jeans Kicks Off Music-Centric Campaign With Black Keys Performance

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Photo: Ethan Miller/Getty Images

Denim brand AG Adriano Goldschmied celebrated the launch of its promotional series "BackstAGe Presents" on February 14 in Las Vegas with a private event including a performance by the Black Keys. Just a day after the indie duo won two Grammys, the event, produced by Best Events at Marquee within the Cosmopolitan, kicked off the brand's broad-based initiative. The promotion is intended to serve as a platform from which the AG brand will align itself with all things related to the music scene. The campaign includes setting up presences backstage at existing music festivals across the country, as well as hosting private music-related events. According to AG PR manager Alissa Friedman, "The relationship between music and fashion is more prevalent than ever."

The venue was a relevant choice, as the Cosmopolitan of Las Vegas itself has attempted to align its brand with music, including through its December launch events.