DR. MARTENS BRING MAHALIA AND KOJEY RADICAL ONBOARD WITH THEIR TOUGH AS YOU INITIATIVE
The pair join the brand’s project which aims to improve creative opportunities for under-represented emerging artists.
Dr. Martens have been on the feet of those fronting subcultures for decades; from Pete Townsend of The Who, to Vivienne Westwood and 90s grunge mainstays, it’s evident the brand has made a name for itself in the industry with its effortless musical heritage. In recent years, doc-wearers have even been graced with exclusive gigs at the brand’s Camden headquarters and in-store meet and greets with the likes of Black Honey and Tom Grennan - and now the company is pushing their culture-driven background even further with their latest initiative: Tough As You.
Tough As You is the latest chapter in Dr. Martens’ ongoing commitment to support the next generation of creatives at a grassroots level. Their latest addition to the project is an incredible mentorship programme, which includes Grammy-nominated Mahalia and visionary Ivor-Novello nominated rapper Kojey Radical. Each of the total six Tough As You mentors will work collaboratively with two mentees, sharing their industry expertise and helping to spearhead projects focused on improving access to creative opportunities.
Pledging to support 12 projects throughout the next year, the subjects will vary from pre-existing initiatives to new ideas, all inviting local communities to get involved and help push forward change in the industry. Whilst the initiative as a whole is highly commendable, the contribution of such eminent talent is especially noteworthy, given the pressure on artist’s tight schedules following the COVID-19 pandemic.
And it is not only performance artists said to benefit from the programme - the initiative is to be inclusive of those backstage too, providing opportunities for the likes of sound technicians, producers and lighting engineers. The potential projects born from the work of the mentors and mentees also intend to call for the involvement of local communities, encouraging the creativity of younger generations and inspiring collaboration.
Since Tough As You was introduced last year, the initiative has gained an incredible catalogue of finished projects including Liverpool radio station, Melodic Distraction securing a permanent studio space, their collaboration with producer Batu to establish a new creative community space in Bristol, and the production of Nova Twins’ vinyl album ‘Voices for the Unheard’ in aid of The Black Curriculum. VOCAL GIRLS were also able to co-host Dr. Martens ‘Come Back Better’ networking event in alignment with Tough As You, which advocated for the presence of more trans, female and non-binary individuals in the industry. The vast achievements so far have been admirable and it’s enough to make organisations like ourselves excited for the wider impact of these schemes. These are just the blueprint for a more equal and diverse music industry overall.
In an era of cuts to Arts education and renowned inequality across the industry’s board, it’s vital that influential youth-driven businesses like Dr. Martens stand up and give back to the individuals who made them what they are today. If it weren’t for the working class skinhead youths and Britpop musicians adopting doc boots as their own back in the day, it’s impossible to say what the future of Dr. Martens would have been. With their impactful artistic connections, the company is in an idyllic position to offer endless possibilities to those struggling to get their foot in the door. It’s refreshing to observe such a large-scale organisation turning inwards to repay their roots, and with that comes an ever-growing anticipation of what’s next for Tough As You.
You can find more information on Tough As You here.
