Introducing: Tomorrow's tracks

We have to start this at the beginning.

Many of us believe that some of the best shows you’ll ever see won’t happen in an arena. They happen in small rooms. Too close. Too loud. Slightly unpredictable. Where the floor shakes a bit more than it should, and the line between band and crowd disappears.

You remember them because you were there early. Before things got bigger, before everything was figured out.

That’s something we’ve been drawn to for a long time. It’s also where we found common ground with Veeps.

They come from live music. From documenting it, sharing it, and making it accessible without losing what makes it special. We come from creating spaces where people meet. Where things happen up close. It made sense to bring those two together.

Tomorrow’s Tracks is a live music series by Nudie Jeans and Veeps and friends, built around that shared idea. Keeping things close, but opening them up at the same time.

Hosted in Nudie Jeans stores, the format brings together unsigned artists and more established acts on the same floor. No separation. No hierarchy. Just different points in the same journey.

The shows will be experienced in the room, but also streamed beyond it. One moment, two ways of being part of it.

We’re not trying to present something finished. We’re creating space for what’s next. For artists and sounds that are still taking shape.

It’s not about perfection. It’s about direction. Music that feels like it’s going somewhere.

Because tomorrow doesn’t arrive fully formed. It starts in rooms like these.

Calling the unsigned: London

We’re starting in London on May 21st.

For the first edition of Tomorrow’s Tracks, we’re taking over our Soho store together with our friends at Goldmine Magazine. Artists at different stages, sharing the same floor for one night only.

Explosive live force Bad Nerves will headline the evening. Together, we’re looking for two unsigned acts to complete the lineup.

We’re not looking for perfect.
We’re looking for something that feels like it’s moving.
Something with direction, even if it’s not fully formed yet.
Something that’s yours.

If that sounds like you, step forward.