…the sculpture allows wind to resonate through the steel tubes making the silent shifting patterns of the wind audible. Vibrations in strings attached to some of the tubes are transferred through skins covering the tops, and projected down through the tubes towards the viewer standing beneath the arch…
Dr . Garth Paine. Karlax and Kyma – 1st contact.
“Sonic branding is about the culture of a company and when you hear what these people have to say, you can see that it’s much more than just a bank”
Read the article by AV Magazine about the work The Amber Theatre did for The Academy at the National Australia Bank.
“The presence of machinery in our lives is constant. It is the mechanical hand that moulds our everyday objects, the food, the clothing, tools and technology that we rely on. The extent to which we engage with mechanical production is increasing at an exponential rate.
The notion that machinery is needed in order to make our lives easier and more efficient drives us to consume, it drives us to learn more of these machines; those who do not engage are discouraged and in some instances, rendered inferior. There is no doubt that technological advances have uncovered new possibilities, but how does this in turn affect humanity on an emotional level? How does it affect our relationships with one another? Does the increased accessibility to one another sacrifice the value of the interaction?”
OUR RESPONSE raises awareness about the problem and experience of cyberbullying.
Technology, machines and devices are integral to the lives of young people.
They are a primary tool for consuming and sharing information and knowledge, and building social identities.
People who are subjected to cyberbullying are never left alone, it is incessant.
Cyberbullying affects their relationships, isolates them and restricts their ability to communicate freely and safely.”
HOW IT WORKS
The girl is being abused – constantly. The abuse is inescapable and impossible to ignore, the sound follows you and can be heard no matter where you are in the space. It drives you crazy and you want it to go away. This is what cyberbullying feels like.
The only way to stop the abuse and insults is to go up to and interact with the girl, to pay attention to her, to address the issue. The abuse is transformed into beautiful ambient sound which changes as you comfort her by touching her heart, and arms and speak her ears.
A HUGE THANK YOU to Ben and the wonderful and inspiring teachers and students at Filmbites Youth Film School who so graciously gave their time recording voice overs for this project.
INSPIRATION & RESEARCH
LADY GAGA’S “BORN THIS WAY FOUNDATION”
SUPPORT AND INFORMATION FOR YOUNG PEOPLE, PARENTS AND EDUCATORS
DR DANA BOYD – Academic, author and researcher on young people and their use of social media
ARTICLES AND DEBATE
Diverse, soulful, beautiful.
Click the image to download this amazing music for free.
Go on try not to dance
Some interesting and positive ideas from Mark Holden on how songwriters, artists and rights holders can profit from filesharing.
Read the article by Mark Holden: Songwriters are not going to win the battle of the Internet
- People are going to share and download ‘free’ music.
- File sharing sites will profit from this via ads and incentives.
- Tax/levy the profits of the file sharing sites.
- Use fingerprinting technology to determine which artists/rights holders are being shared.
- Distribute income to the correct rights holders and artists.
This new and additional revenue model also gives rights holders and record companies more bargaining power when negotiating with Apple’s iTunes.
And lawyers would still have a job.
If you’re happy and you know it clap your hands.
So many fun and useful applications.
Originally published in Ragtrader
Music & fashion combine
25 Nov 2011
A retail innovation centred around interactive fabrics that create music proved a big hit in Melbourne.
Pop-up store and fashion label, Where Lovers Lie, teamed up with sonic branding experts, the Amber Theatre, as part of Melbourne Music Week.
They then combined the mediums of music and fashion to create an interactive musical instrument controlled by smart textiles.
Store visitors were invited to squeeze the clothing on a mannequin, which then played music inside a computer that is connected to the fabric.
A spokesman from the Squeeze Me Lightly Where Lovers Lie initiative said it was designed to help change customers from passive browsers into active creators of new, exciting and memorable retail experiences.
“This heralds a new way of combining sonic branding, fashion and visual merchandising in a world of outdated and boring retail environments,” a spokesman said. “The experience takes visitors on a playful sensory adventure that increases brand awareness and builds powerful emotional connections with products, brands and retail environments and it’s a whole lot of fun.”
Visitors quickly understood how it worked and formed impromptu jams before then showing newcomers what to do.
The installation, in Melbourne’s GPO, Bourke Street, runs until Saturday.
Originally published in Australian Creative
The Amber Theatre joins forces with Where Lovers Lie in a unique fashion creation
30 Nov 2011
An unusual interactive musical instrument – disguised as a mannequin – has gone down a storm in Melbourne in a recent experiential sonic branding campaign.
The creators of the imaginative retail installation wanted their end product to represent the future of sound in fashion – and, from the public reaction, they look to have succeeded.
Sonic branding experts The Amber Theatre and fashion label Where Lovers Lie joined forces to develop Squeeze Me Lightly Where Lovers Lie. Their creation is a mannequin dressed in black, with wing-like arms that, when squeezed, plays music.
The creation combines sonic branding, fashion and visual merchandising, challenging outdated and boring retail environments and transforming customers from passive browsers to creators of new and exciting retail experiences.
The artwork was on display in Melbourne’s GPO.
Marcel de Bie, The Amber Theatre’s creative director, said people’s reactions to the installation were amazing.
“People kept going back for more, learning the instrument and becoming more sophisticated in their music making – and we’re talking about people who aren’t musically trained,” he said. “It’s great because people weren’t focusing on the technology – they were too busy having fun making music, engaging with the beautiful outfit and creating something amazing through touch and sound.”