SXSW | SPIN + AXE White Label Collective Party Headlined by John Legend

SXSW | SPIN + AXE White Label Collective Party Headlined by John Legend

Lineup to feature live performances by YG, Lolawolf, ASTR, James Davis, and an eclectic lineup of handpicked new talent



NEW YORK (March 9) – On Saturday, March 21, SPIN and AXE® are making SXSW 2015 extra special with the AXE White Label Collective Party at Cheer Up Charlies in Austin, Texas. Fresh off his thrilling Oscars performance, the AXE White Label Collective Party will feature special guest John Legend, alongside debut performances from the AXE White Label Collective artists, handpicked and mentored by Legend himself.

Winter Luxury Sale at FORZIERI.COMThe AXE White Label Collective is a music & fashion mentorship program and talent incubator, very much in line with SPIN’s progressive spirit of supporting new music. Together, AXE and Legend are paying it forward to cultivate up-and-coming talent, build confidence, and offer an opportunity for them to take the stage and shine.

The AXE White Label Collective Party will take place on Saturday, March 21, from 12:00PM to 5:00 PM. In addition to Legend and the AXE White Label Collective talent, the party will feature an invigoratingly diverse lineup, including Compton Cali rapper YG, electro-indie collective Lolawolf featuring Zoë Kravitz, alt-electro duo ASTR, and indie rocker James Davis.

AXE White Label is a refined grooming line designed to boost guys’ confidence by helping them look and feel their finest. The AXE White Label Collective mentorship program is designed to help rising talent “take the leap” (#taketheleap) by giving budding creators the tools they need to take their skills to the next level, in both music and style.


About SpinMedia Group

SMG defines digital culture by publishing more than 20 leading brands whose authoritative voices dictate their verticals. As measured by comScore, SMG is the most comprehensive online publisher of entertainment news and music content in the U.S., reaching one in seven millennials. Through original editorial and video programming, deep user engagement, and knowledge of its core audience, SMG provides customized, innovative marketing and advertising solutions across its portfolio of award-winning and influential properties including: SPIN, VIBE, Celebuzz, Death and Taxes, Buzznet, The Frisky, The Superficial, Stereogum, and Idolator.

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About AXE®

AXE®, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of daily fragrances, deodorant and antiperspirant sticks, antiperspirant dry sprays, shower gels, hair and face care products. AXE® is the No. 1 men’s fragrance* in the U.S. and globally. AXE® is also the No. 1 grooming brand, excluding shaving hardware**, and achieved this status only seven years after launch. Including daily fragrances, AXE® is the largest men’s deodorant brand in the U.S. ***

The brand’s mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit

*Based on volume of men’s grooming products sold (excluding shaving hardware): Total US Market for Men’s Grooming Products 52 weeks ending November 23, 2013 | **Source StrategyOne, 2012 | ***Source Euromonitor International Limited; Men’s deodorants, men’s mass & premium fragrance retail value sales combined, 2012; Lynx includes all AXE/Lynx/Ego sales
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