Watch Novation’s high-concept Made To Express films

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The initial roll out of Novation’s Made To Express campaign featured full-size billboard ads that appeared in Vauxhall Cross, London, mimicking the UK government’s badly received ‘Fatima’s next job could be in cyber’ reskilling campaign.

The second phase - collaborations between musical and visual artists - is now in progress. To showcase Launchpad and Launchkey products at the epicentre of artistic expression, Novation have teamed up with a selection of artists and visual collaborators to create a collection of films that focus on expression and collaboration.

While Launchpad and Launchkey are two distinct Novation product ranges, they have more than one thing in common. Top of the list of similarities is the ability for the user to express themselves, and to get so lost in the creative flow that technology and complexity become an afterthought; pure artistry comes first.

This is the direction for the Made To Express films, where four formidable artists, each with a different visual collaborator, demonstrate what true creative expression is all about — with Launchpad and Launchkey in the spotlight like you've never seen them before.

The campaign centres around weekly drops of content. In Early November, veteran Hyperdub-affiliated producer Ikonika teamed up with London-based designer MUNGO, to create a dystopian visual world with a steel-capped soundscape to match. Ikonika made a special edit of her track ‘Nobody’ in Ableton Live, and used Launchkey Mini to trigger clips, play bass and synth, and record and loop performances. The result, a cyber-noir dreamscape that draws you in and begs the question “how did that quad bike get in the lake?”

This week, rising west-London rapper Lord Apex collaborates with Delphino Productions for a special performance of ‘Miyagi Blueprint’, using Launchpad X. Urban cityscapes, recycled holiday photos and animations inspired by sacred geometry are Delphino’s backdrop to Apex’s signature vocal flow, with Launchpad providing a near-invisible layer of control over the Miyagi beat, produced by V.Don.

Throughout November, additional collaborations with more exciting artists will be revealed, each with a pack of content, editorial coverage and images. The common thread to all films in the series is the ‘four walls’ visual concept, which was shot in a large, empty warehouse in London. Director Will Dohrn conceived the idea as a way to showcase the disparate worlds of musical and visual creative within the same landscape, framing the products as the “facilitators of creative magic”. The stage and plinth puts the musical artist and their Launch product centre-stage, while eight projectors illuminate the inside and outside of the walls, surrounding the performer in a high-concept visual world.

www.novationmusic.com