Music production company, 1st Avenue Machine, and music agency, Massive Music, share a motto, #MakeItHard.
Making it hard, they believe, is how you stimulate creativity. You make it chaotic, for example, because when you ditch the process you can get unexpected results, and quirky, crazy results can elevate ideas. You make it wrong because you find new learnings in them. You make it big. Big means impact. Make it OCD, because attention to detail enriches the outcome. You make it different – meaning you break your everyday routine, because stepping outside your usual patterns frees your mind and enhances your creativity.
They believe that creators should not just solve problems, they should make them.
So yesterday in the Microsoft Theatre at D&AD Festival, 1st Ave Machine, Massive Music and editing company, Cut + Run, made an original music track and video in keeping with D&AD Festival’s theme of how Creativity Shapes Culture and, without question, the hard way – in collaboration with the audience and all in the space of 60 minutes.
The partners live edited sounds and images collected from the audience and uploaded the finished track and video to YouTube at the end of the session.
In collaboration with the audience this way:
This was the result:
1stAveMachine managing director, Isabella Parish, commented, “1stAveMachine has so much experience in making it hard. From creating animations with single atoms (!!) and creating the slowest ever Rube Goldberg, this sort of work is part of what we do.”
Massive Music head of production, Tim Preston, added, “Over the years, MassiveMusic has been lucky enough to add that little something to some of the world’s coolest music-led activations, so were super excited to be partnering with 1stAvenueMachine & Cut+Run for the ultimate show of creative collaboration!”
Cut+Run managing director, Toby Abbott, stated, “The challenge of creating a music video, live in front of an audience and in 60 minutes celebrates the collaborative creativity that is such a massive part of our craft.”