Metronomy

The Retro Future of Music Video -
a collaboration with Sonos and Pulse Films

I co-created, lead and curated an immersive exhibition to lunch the latest album of British music band Metronomy. The aim of this project was to re-invint the primer purpose of music video. The exhibitions consisted of 22 interactive pieces which visual the tracks from the band's new album Summer '08, with selected works - including music videos, interactive installations and other visuals - being exhibited as part of a launch event for the album at Sonos Studio (10 - 12 June 2018). 

 

PROJECT

Create a new kind of music video experience to reach an audience for artistic and promotional purpose.

Using Arduino / MaxMSP / Processing / you will create a piece that combines an immersive or/and interactive experience PLUS something that exists outside the screen (and speakers). Try to investigate the relationship between the screen and whatever is off screen or the sound and whatever comes out of it. The piece needs to be interactive, whatever happens on the screen / speakers has to relate directly to the user experiences in an active or passive way.

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CURATION

We are looking for bold and original ideas that challenge the per- ception of music videos today, with the ultimate aim to encourage audience who visit the exhibition and immerse into your piece to discover the music from the band and to talk about it on social net- works. You’ll also need to think about how the pieces of work can be shown after the exhibition – ie. How they will live on the internet.

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PROCESS

Look at the band’s work and study what there are about – they have a strong back catalogue of videos – however with this album they don’t want to make videos that feel too similar to their old work, rather they want to make something innovative and fresh.

It is also essential that you explore the historical impact of musical videos by looking at the advent and evolution of this industry, from rst pioneering experience to MTV and the explosion of YouTube as a format for music. What is the deal? What is the primary purpose of music video? What is the future of this commercial form? Will videos be shorter than the track? Can digital media technologies enhance the user experience in order to sell the track?

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