NYX Professional Makeup is bringing the summer festival experience to your living room with its new Epic Together event, Billboard can exclusively reveal today (April 6).
In light of the ongoing coronavirus pandemic, the beauty brand opted to connect its audience with their favorite musicians with the virtual music festival. Kim Petras, Jessie Reyez and Princess Nokia will headline the event, which will be live-streamed on NYX Cosmetics’ Instagram from April 10-12.
“During these unprecedented times, we have seen an enormous rally of human connection all over the world, and this has truly inspired us to take a closer look at how we engage with our audience,” Stephanie Binette, general manager, NYX Professional Makeup U.S.A., tells Billboard. “With the NYX Professional Makeup #EPICtogether Virtual Music Festival, we want to bring an innovative, digital experience that encourages our community to come together in a unique and exciting way.”
She continues: “NYX Professional Makeup has always been proud to support artistry in all forms; in partnering with three unique musicians for this epic weekend takeover, we are honored to celebrate their artistry and bring joy to consumers at home.”
Petras, as well as the other two artists, plan to sport full NYX makeup looks that’ll circle around the Epic Wear liquid liner. The brand also wants viewers to join in on the fun, with a contest that’ll give them a chance to introduce each artist’s performance. NYX Cosmetics served as the official beauty sponsor for Coachella last year, and the brand says it’s ready to rejoin fans for the festival’s rescheduled showing in October.
Below, Kim Petras discusses her participation in the #EPICtogether Virtual Music Festival.
How has the quarantine helped to bring you even closer to your fanbase through social media?
To be honest, I haven’t been posting a ton, but I’m loving all the content fans are creating right now. I’ve been home playing video games and working on new music. New single coming next month!
Why was NYX the right partner for this online festival?
I’m obsessed with skincare and cosmetics, so these things are fun. I’m super grateful that I get to be a part of it and look forward to bringing our fans together through music. Jessie Reyez and Princess Nokia are also performing, which is so sick. Can’t wait to watch them. I try to stay positive right now and creating and sharing music is one way I do that.
Is there anything else you’d like for our music community, specifically within the LGBTQ+ realm, to help one another during this pandemic?
I mean, there isn’t much we can do right now, it’s all out of our control. I was super depressed about Coachella and other shows being postponed. I want to get back on the road and perform for everyone as soon as possible. Just love and encourage each other, we’ll get through it.
View the full “Epic Together” festival lineup details below.