Tech company Nothing has announced a major new partnership with global pop innovator Charli XCX, naming her both a Shareholder and the brand’s first-ever Global Brand Ambassador.
The collaboration signals a bold step for the tech brand, which continues to position itself at the intersection of design, technology and contemporary culture.
Charli joins a wider group of cultural investors and supporters already backing Nothing, including The Weeknd, Casey Neistat and Swedish House Mafia.
A Creative Partnership Rooted in Shared Values
Speaking about the partnership, Charli XCX highlighted the importance of creative freedom and product experience in her decision to work with the brand.
“When I’m creating, I’m always thinking about how my work will be experienced out in the world and I love how Nothing headphones sound and are designed. Its ethos of prioritising creatives is really something I look for when working with a partner.”
For Charli, the collaboration aligns with her long-standing approach to pop music—pushing boundaries, experimenting with sound, and challenging industry norms.
Carl Pei on Building a Culture-Driven Tech Brand
Nothing Co-Founder and CEO Carl Pei described the partnership as a natural alignment of vision between artist and brand.
“I’ve been a fan of Charli’s work for years, and what struck me when we started talking was how much we agreed on. The tech industry has spent a decade making everything quieter, more minimal, more monotonous. Charli has spent her career going the other way in pop.”
He added that Charli’s involvement represents more than a traditional endorsement:
“She’s joining as a shareholder and partner, and the campaign launching today is just the start of what we’re working on together.”
Learn more about the brand at Nothing official website and Charli XCX at Charli XCX official website.
‘NOTHING (CHARLI XCX)’ Campaign Launches Globally
To mark the partnership, Nothing has launched a global campaign titled “NOTHING (CHARLI XCX)”, shot in London by longtime collaborator Aidan Zamiri.
The campaign features Charli wearing the brand’s Nothing Headphone (a) continuously over five days, spotlighting its claimed 135 hours of battery life and reinforcing its blend of design and endurance.
The visual project positions the headphones not just as a product, but as part of a wider creative lifestyle—echoing the brand’s ambition to blur the lines between technology and culture.
Nothing’s $200M Raise and Cultural Expansion
The announcement follows a significant milestone for the company: a US$200 million Series C funding round, valuing Nothing at $1.3 billion.
The brand says this new level of investment will support its evolution into a “creative platform” as much as a hardware company—working closely with artists, designers and cultural figures to shape future products.
A New Era Where Tech Meets Culture
The partnership between Charli XCX and Nothing reflects a broader shift in the tech industry—where identity, creativity and cultural relevance are becoming as important as specifications and performance.
As Nothing continues to expand its global footprint, collaborations like this suggest a future where product design and pop culture are increasingly intertwined.
