There has always been harmony and
Long before cave paintings. Long before
most of what we know as civilisation
There has always been people making
melody and rhythm
Throughout the 20th Century the beat
grew in unimaginable ways. Technology gave birth to
dance, ambient and techno, hip hop created a remix culture
sampling and re-presenting riffs, breaks and melodies
to create new sounds. Throughout human history the beat
has always found more exciting, more elaborate ways
to express itself.
And with consumer computing power
now reaching the levels of supercomputers a decade ago,
the beat is about to take a major leap forward.
Cinema was the dominant new artform
of the 20th century, growing to epic heights of splendour
and metaphor – and from the early silent films
with a live orchestra through Fantasia to the music
video and the light shows of Pink Floyd and U2- it has
sat cheek by jowl alongside music. But the relationship
is about to get much closer.
Only now possible because of advances
in technology, the next generation of beat revolutionaries
will begin to use image and audio together in a seamless
The filmmaker becomes performer, playing
their creations – alone or ensemble - live to
an audience of revellers seeking a more total sensory
experience. The musician becomes filmmaker, cutting
and filtering video to make rhythms, sounds and songs.
The club becomes cinema, the record label sells DVDs.
The potential offered by this fusion
of music and film, explored for the last decade by pioneers
such as Hexstatic and Addictive TV, fuelled by new exploitation
platforms, affordable DV cameras and desktop editing,
projectors and DVD decks and a market hungry for the
hip-hop style remix culture, is now ready to become
a mainstream phenomena. And Britain is already leading
To be associated with building, shaping
and defining a cultural movement is the ideal for any
young artist, journalist, consumer brand or popular
institution. As this new form of expression reaches
the mainstream consciousness, there is a unique opportunity
to be in at the ground floor.
When commentators looks back in 20
years they will recognise the early pioneers, supporters,
technologists, artists, pundits, visualaries and brands
who saw the potential of this new cultural fusion.
Welcome to the world of the Vingle,
Valbum and Viewsician. This is AV.
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