Tinashe Brings ‘Nasty’ to the Final Stop on Urban Outfitters’ UO Live Concert Series

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Is somebody gonna match her freak? Powered by the viral success of “Nasty,” Tinashe took the stage for the final stop on Urban Outfitters’ UO Live Concert Series in Tucson, Ariz. on Wednesday (Sept. 18).

Besides “Nasty,” the mini-concert included her 2014 hit, “2 On,” and a dance session with fans. “It’s really fun to be a part of this series because you get the chance to touch the fans, talk to the people, get really up close and that’s always great,” Tinashe told Billboard ahead of her performance to a packed house at the Urban Outfitters University of Arizona campus store in Tucson.

“I love Urban Outfitters because I feel like they just really support my individuality, and I love the fact that I can continuously evolve who I am with Urban Outfitters. They have just so many different aesthetics that you can lean into and different things that you can play with, and I just love that.”

From wide-leg jeans to oversized jackets, belly-baring crop tops, tiny shorts, thigh-high boots and plunging necklines, when it comes to style, Tinashe doesn’t mind mixing it up. “I feel like [my style is] constantly changing in the same way that I’m changing as a person and as an artist. My fashion is always reflective of an era that I’m in currently, and I love to be able to constantly evolve and explore that. Urban Outfitters is a great place to be able to find so many different [clothes] and it inspires you to try [something new].”

And if there’s one song dominating Tinashe’s current era, it’s “Nasty.” The hit single off her Quantum Baby LP, has earned over 400 million streams and jumped to No. 69 on Billboard’s Hot 100 before peaking at No. 61. The track also peaked at No. 4 on Billboard’s Hot R&B Songs and No. 2 on the Top 50 TikTok Charts.

“I feel like it’s an empowering sentiment with that song, because to me, someone matching your freak is just meeting you where you’re at, matching your energy, accepting you for who you are and being able to be yourself. That’s the energy [of] ‘Nasty,’ owning who you are and being about that.”

The UO LIVE On Campus tour made stops in four cities including Athens, Ga., Washington D.C., New York City and Tucson. “UO is a platform for fandom — a place where artists can connect with their fans in a really unique way due to our stores and our ability to bring unique product to market,” Dimitri Siegel, Urban Outfitters’ chief creative officer said in a statement to Billboard.

Next month, Tinashe will hit the road for the Match My Freak World Tour. Following the viral success of “Nasty,” Tinashe wanted to give DJs a chance to join her on stage, so she teamed with SoundCloud to launch a contest to find guest DJs for the tour. Contestants can visit her SoundCloud page and complete a submission form for a chance to open one of the dates of the tour.

“When ‘Nasty’ came out, there were a lot of people remixing it and making it their own. Making their own mashups and putting their own spin on it, so I felt like [I wanted to do that] in that same energy of allowing the people who are really out there mixing it — playing it at clubs, parties, wherever — to be able to give them a spotlight. To go to every city and maybe shine the light on someone else locally who’s been doing cool shit and [is] a cool DJ. I think that’s a fun thing to do.”

The 23-date tour, making stops in Los Angeles, Brooklyn, Atlanta and Nashville, launches in Anaheim, Calif. on Oct. 14. Tickets are available at Ticketmaster, Live Nation, StubHub and Seat Geek.

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