In December of 2010 Burn Energy Drink (A Coca-Cola Brand) put out a call for treatment submissions for a series of web films they were commissioning. Having recently worked with the young producer/MPC (Music Production Center) savant Araabmuzik, Director Alec Sutherland was inspired to create an installation that could be a real time, visual articulation of Araabâ€™s actions on the MPC. The treatment for this idea was submitted and selected by Burn.
With a modest amount of money, Alec and his crew set forth to build a light setup that would converse instantly with Araabâ€™s MPC. After a week of troubleshooting an array of computer software, DMX controllers, Midi converters, dimmer pads, electrical latency, power conversions, finally a pad on the MPC was pushed simultaneously lighting a single LED strip. 16 LED lights were custom wired and fabricated.
The shoot lasted two-days: the first spent documenting Araab in everyday situations accompanied by audio excerpts from a candid interview. The second was spent at Broadway Stages in Greenpoint Brooklyn, building the light setup and finally, recording Araabâ€™s performance.
What you see of the performance is about three and half minutes of excerpts, taken from a nine minute set. Each set was shot on 4 cameras to enable a live, real time edit of Araabâ€™s performance. The 16 lights are triggered exclusively by Araabâ€™s actions on the MPC, the result being a precise visual translation of the music heâ€™s creating.
This film has been completed for months but we were unable to release it do to Burnâ€™s brand repositioning. Recently, they gave us a choice: release the film now on your own, or wait until August when Burn/Coca-Cola will put their corporate weight behind it. We have decided to release it now because we would like people to see it as something other than an advertisement. Thank you and we hope you enjoy.