- Michael Leuffen (ML)LecturerMichael Leuffen (ML) is a Berlin-based DJ, producer, radio
broadcaster, and journalist with extensive experience at the intersection of
music, media, and brand strategy. He currently oversees music marketing for the
global fashion brand Edwin. In parallel, he has hosted the 150 Session show on
NTS Radio for over 12 years and has released music on internationally recognized labels including Kashual Plastik, Notte Brigante, Accidental Meetings, Termina, Tax Free, and Workshop. As a DJ, he delivers thoughtfully curated sets that emphasize narrative, cultural context, and audience engagement.
abouts
Music Marketing and Fashion Brands
Lecture and a DJ set afterwards
The lecture explores the possibilities, strategies, and formats of music marketing within the fashion industry. It focuses on the history and distinctive approach of Carhartt WIP’s music marketing, while also examining how other fashion brands engage in cultural marketing.
Through firsthand insights into corporate fashion practices, the lecture illustrates the growing importance of cultural relevance — highlighting collaborations with musicians, curated events, and special collections as key tools. It further examines how these marketing efforts are received across film, music, and broader pop culture, and how they often evolve beyond purely commercial intentions, giving rise to independent cultural spaces such as boutique festivals, online radio platforms like NTS, and unique, artist-driven musical projects.
Right after the lecture, Vittoria de Franchis will join ML behind the decks for a special DJ set to close out the night.
Through firsthand insights into corporate fashion practices, the lecture illustrates the growing importance of cultural relevance — highlighting collaborations with musicians, curated events, and special collections as key tools. It further examines how these marketing efforts are received across film, music, and broader pop culture, and how they often evolve beyond purely commercial intentions, giving rise to independent cultural spaces such as boutique festivals, online radio platforms like NTS, and unique, artist-driven musical projects.
Right after the lecture, Vittoria de Franchis will join ML behind the decks for a special DJ set to close out the night.
19:30 — Doors open
20:00 — Lecture starts
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Location: AI9 Openhaus (9 Isahakyan Street)
Date: 27 March
Language: English
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Participation: free with registration
20:00 — Lecture starts
————
Location: AI9 Openhaus (9 Isahakyan Street)
Date: 27 March
Language: English
————
Participation: free with registration
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Rien-à-Porter Lifestyle Concept
Curated fashion, beauty & taste. From the coffee point to the beauty space, from discovering books to selecting apparel and accessories, all living together in one space at Pushkin 35 and online, created to be truly experienced.
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Curated fashion, beauty & taste. From the coffee point to the beauty space, from discovering books to selecting apparel and accessories, all living together in one space at Pushkin 35 and online, created to be truly experienced.
Openhaus Community of Creative People
Openhaus Community is a multifunctional space based in Yerevan. Open Air Cafe during the summer, a Coworking Space in the morning, Listening Cocktail Bar and Movie Night Restaurant in the evening.
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Openhaus Community is a multifunctional space based in Yerevan. Open Air Cafe during the summer, a Coworking Space in the morning, Listening Cocktail Bar and Movie Night Restaurant in the evening.
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