Francesco Yates, Brett Kissel among artists in new Roots campaign

Pop Goes The News — Canadian retailer Roots launched a campaign Wednesday that showcases homegrown artists like Francesco Yates, Brett Kissel and Hannah Georgas.

The #sweatstyle campaign, which also features k-os, Sophie Pelletier, Dave Monks of Tokyo Police Club, and Kira Isabella, will be shown in Roots stores in Canada, the U.S. and Asia as well as on transit shelters in several Canadian cities.

In a series of minute-long videos, the artists talk about what inspires them or how they feel about the music they make.

Yates opines that audiences are looking to performers to help them escape. “If you can … make them forget about things for a little while,” he says, “then you’ve succeeded.”

Kissel reflects on receiving a signed photograph from Johnny Cash on the same day the country icon died.

“It proves to me that that’s where I’m supposed to be and he’s still looking down at me and looking out for me,” he shares.

k-os recalls the moment he realized he could make a living as a musician and adds, “if you really, really want people to be affected by what you do, you have to sort of know their expectation of you and kind of go beyond it.”

Pelletier says what inspires her music most is love. “That sounds like a bit of a cliché but for me it really is ingrained because music runs in my family.”

BELOW: Watch the #sweatstyle videos from Roots.

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