In 2007, Skullcandy was a fledgling brand emerging out of the Salt Lake City snowboard scene, and was originally intended to be a custom headphone brand, providing customers with the ability to design their own color combinations, etc. Brand managers & VWT created a collaboration headphone featuring the VWT 2007 “Lucky 13” themed artwork by celebrity tattoo artist Oliver Peck. A small booth, office staff rotating throughout the summer to cover tour stops and meet & greet sessions with artists like Less Than Jake were hallmarks of those early years.
The activation grew to include more than dozen a staffers executing everything from a green screen model search to acoustic sets and an incentive based, warehouse clearing annual retail push. The Skullcandy Stage gave a spotlight to breakout artists like Yelawolf, Machine Gun Kelly & MC Chris.