The xx are a British indie rock band known for their minimalist sound, blending indie rock, electronic, and dream pop.
The xx teamed up with Calvin Klein on their music video, which also served as an advertisement for the brand. This collaboration blended music and fashion promotion.
For Zalando's latest spot, Jamie xx and The Avalanches' track "All You Children" was licensed, indicating a partnership for music placement in advertising.
The xx collaborated with Internet Explorer, releasing their album "Coexist" to stream on their website prior to its worldwide release date. This provided exclusive content to users and promoted the browser.
The xx is an English indie rock band that formed in Wandsworth, London, in 2005. The band consists of Romy Madley Croft (guitar, vocals), Oliver Sim (bass guitar, vocals), and Jamie Smith, also known as Jamie xx (beats, MPC, record production). Initially, Baria Qureshi was also a member, playing keyboard and guitar. The band developed a distinctive minimalist sound characteriezd by soft echoed guitar, prominent bass, light electronic beats, and ambient soundscapes, with a dual-vocalist setup from Madley Croft and Sim. Their formation began when Madley Croft and Sim met at Elliott School, with Qureshi joining in the same year and Smith a year later after being introduced by Young Turks (now Young) record label.
After posting demos on Myspace, The xx attracted the attention of Beggars Group-owned label Young Turks. Their debut album, “xx,” released on August 14, 2009, received significant critical acclaim and commercial success, reaching number three on the UK Albums Chart. The album also won the Mercury Prize in 2010. Following the debut, Qureshi departed from the group. Their second album, “Coexist,” was released on September 5, 2012, topping the UK charts and reaching number five on the Billboard 200. The band continued to gain recognition, performing globally and having their music featured extensively in television, films, and various media outlets, including the BBC’s coverage of the 2010 general election.
After a four-year gap and Jamie xx’s solo debut “In Colour” in 2015, the band released their third album, “I See You,” on January 13, 2017. This album also achieved critical acclaim and commercial success, debuting at number one in the UK and number two on the Billboard 200. Members of The xx have also engaged in side projects, with Oliver Sim releasing his debut album “Hideous Bastard” in 2022 and Romy Madley Croft releasing her debut solo album “Mid Air” in 2023. As of early 2024, the band confirmed they are working on their fourth studio album.
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