Rough Trade Partners With CALM to Address Suicide in Music

Record store brand Rough Trade published a statement on social media on September 10 — World Suicide Prevention Day — outlining a partnership with suicide prevention charity CALM (@calmzone). The announcement was accompanied by a conversation with CALM CEO Simon Gunning. Rough Trade framed suicide prevention as being about life, hope, and looking out for one another, citing actions such as challenging stigma, starting conversations, and checking in on people who may be struggling.

What the partnership involves

Rough Trade says it will keep conversations about mental health and suicide prevention going across three channels: its physical stores, its own online platforms, and the wider music community. The approach leans on the brand's existing footprint, bringing the message into everyday touchpoints at its shops and online.

Alongside the statement, Rough Trade released a conversation with Simon Gunning that addressed both suicide as an issue and the specific pressures faced by people working in the music industry.

Why music, why now

In the conversation, it was noted that people working in music have one of the highest suicide rates of any profession. This is also part of the reason Rough Trade is turning to the music community specifically: the everyday, close-knit contact between record stores, bands, and fans makes it a space that can hold this kind of conversation.

The full conversation, along with CALM's support resources, can be found via Rough Trade's and CALM's official accounts.