The Aston Martin Aramco F1 Team has announced a collaboration with Defected Records, one of the world’s most influential independent house music labels, under the banner “Driven by Sound.”
The partnership centres on a four-day takeover of 19 D’Arblay Street in Soho, running from 28 to 31 August, featuring a programme of content, community events and DJ sets bringing together Formula 1 and house music.
It also forms the latest entry in Aston Martin’s I/AM Drops series, part of the team’s wider I/AM fan engagement platform.
I/AM Drops is a culture-led programme inspired by streetwear and limited-release retail, previously used to deliver collaborations with artists including The Rolling Stones, Tems and Dom Dolla.
The Defected Drop launches on 24 August and includes an exclusive invite to the Soho preview night, a bespoke record box and vinyl collection tied to the Driven by Sound campaign, and a limited-edition run of co-branded T-shirts.
“Community is a vital part of F1, and our collaboration with Defected Records enables our shared goal of bringing people together,” said Rob Bloom, Chief Marketing Officer at Aston Martin.
Aston Martin has a long history of cultural extensions. Through this collaboration with Defected Records, we continue to meet fans on their terms, using the power of music to bring a new audience to our sport.
Rob Bloom
“Whether through the excitement of Formula One or the energy of house music, we’re inviting fans to experience both worlds in a completely new way.
“Aston Martin has a long history of cultural extensions. Through this collaboration with Defected Records, we continue to meet fans on their terms, using the power of music to bring a new audience to our sport.”
Founded in 1999, Defected has grown into more than a traditional label, spanning radio, festivals, artist management and publishing alongside its recordings, with an online community of more than 12 million.
“As someone who has held an unconditional passion for both music and sport my whole life, the chance to bring the worlds of Defected Records and Aston Martin Aramco together is a compelling one,” said Wez Saunders, Chairman, Chief Executiver Officer and Co-owner of Defected Records.
“Defected has always been for everyone, and our partnership with Formula One capitalises on this in more ways than one.”
“From upcoming panels and DJ workshops by and for FLINTA communities, to the DJ pop-ups and exclusive vinyl must-haves, there’s a lot for everyone to look forward to.
“This unique coming together of our two brands enables likeminded fans to bond through music, sport and community alike, with togetherness remaining a cornerstone of our ethos for 27 years.”
For Aston Martin, the collaboration continues a pattern established through Bloom’s wider work on the I/AM platform this year, which has already delivered activations spanning music, culture and fashion well beyond the racetrack itself and saw him included in the inaugural Sector50 – a list of the 50 individuals who have had a defining impact on the commercial side of the sport over the past twelve months.
