Nudie Jeans launches phone-free live music series in London

By AI, Created 9:55 AM UTC, May 20, 2026, /AGP/ – Nudie Jeans, Goldmine Magazine and Veeps are launching Tomorrow’s Tracks on May 21 at Nudie Jeans Soho in London, pairing unsigned artists with established acts in a stripped-back live setting. The show will later stream on Veeps, with a second stop planned if the London debut works.

Why it matters: - Tomorrow’s Tracks is built around the idea that live music should come before recording, reposting or clipping. - The series puts unsigned artists on the same bill as established acts, which can give emerging musicians a higher-profile platform. - The show will stream on Veeps after the in-person event, extending reach beyond the room.

What happened: - Nudie Jeans, Goldmine Magazine and Veeps are launching Tomorrow’s Tracks on May 21 at Nudie Jeans Soho, 29 D’Arblay Street, London. - The first edition is free, but capacity is limited and RSVP is required. - Guests are being asked to keep phones away during the live show. - Bad Nerves will headline the first night. - Dear Boy and the Noise and May The Muse are also on the bill as unsigned acts.

The details: - The format puts artists and audience in the same room with no stage between them and no heavy production. - Bad Nerves are positioned as one of the UK’s most explosive live acts. - Dear Boy and the Noise is a Chelmsford, Essex rock ’n’ roll band built on grit, bass lines and hooks. - May The Muse is the project of Berlin-based singer-songwriter Désirée Mishoe. - Mishoe was kicked out of a choir at 12 for having a distinctive voice. - Her sound blends neo-soul, rock, goth, country and pop. - Attendees will get access to limited-edition Bad Nerves live vinyl. - The event will also feature exclusive Bad Nerves x Nudie Jeans T-shirts, complimentary copies of Goldmine Magazine with Bad Nerves on the cover and Sig Brew beers.

Between the lines: - The series is a response to how artists are now competing in feeds, formats and algorithms, not just onstage. - Nudie Jeans co-founder Joakim Levin said the brand looks for “the best things” outside the mainstream and wants to find what comes next. - Veeps Chief Creative Officer Josh Madden said Nudie Jeans supports music culture, which makes the partnership work. - Josh Beech of Veeps said the project is only the beginning. - Goldmine Editor-in-Chief Patrick Prince said the collaboration supports music’s future stars. - The phone-free framing reflects a broader push to make live shows feel more present and less mediated.

What’s next: - Veeps will stream the show after the live event for people who were not in the room. - If the London edition works, Tomorrow’s Tracks is expected to travel to a location across the Atlantic.

The bottom line: - Tomorrow’s Tracks is trying to reclaim the live moment while still using streaming to widen the audience. The experiment starts in Soho, but the ambition is bigger than one night.