Jaguar partners with Sony Music’s 4th Floor Creative team to celebrate the worlds of music and design.
Jaguar has partnered with 4th Floor Creative
Jaguar has partnered with 4th Floor Creative – Sony Music Entertainment UK’s creative and strategy team – to bring together the worlds of music and design in a unique celebration of the arts. Repurposing facilities ordinarily dedicated to the design and engineering of Jaguar’s cars, the Sound Design collaboration sees a series of one-off performances by Sony Music UK-signed artists Disciples and Pip Millett.
- Celebrating Creativity: Jaguar partners with Sony Music’s 4th Floor Creative team to celebrate the worlds of music and design
- Exhilarating Performance: Sony Music UK artists Disciples and Pip Millett perform their latest tracks at Jaguar Land Rover’s Gaydon Product Creation Centre in facilities normally used for designing and developing vehicles
- Inspired thinking: Disciples and Pip Millett discuss their ideas and creative processes with Jaguar Designers Sophie Ellis and Louise Thorburn
Sound Design is the latest music collaboration from Jaguar following its work with DJ and Producer MK on the ‘Hard to Forget’ campaign for the Jaguar F-PACE performance SUV. Curated with 4th Floor Creative, Sound Design captures the thrill of live music as audiences eagerly return to concerts and festivals as the world comes out of lockdown. Tasked with bringing the exhilarating performances to life was visionary director Silence Aitken-Till.
Jaguar’s anechoic chamber at the Gaydon Product Creation Centre – a soundproof room normally used to develop and test the refinement and sound quality of Jaguar’s vehicles – played host to Disciples. This world-class facility was chosen as the venue for the Commercial House production trio’s performance of their new single ‘Solid Gold’ featuring vocalist bshp – their first outing together since the onset of the COVID 19 pandemic.
The second performance in the series will feature Pip Millett with her release ‘Braid it Back’, taken from her new EP ‘Motion Sick’. Filmed in the creative epicentre of the Jaguar Design studio, the fresh and inspiring space perfectly complimented her cool yet dynamic tone with a simple set design focusing on the beauty of both the artist’s voice and lyrics.
After her performance, Pip Millett was joined by Louise Thorburn, Jaguar’s Senior Colour and Materials Designer, to discuss how it feels to deliver a project after a long period of development – something that both musicians and car designers are accustomed to.
“It’s our job as designers to push the boundaries of creativity for the benefit of our respective audiences. Sharing that experience with another creative is hugely important. We both celebrate the process, but revel in the end result.”
JAGUAR’S SENIOR COLOUR AND MATERIALS DESIGNER
“Experimental creativity is massively important to me when writing new music, that way each song released gets better and better. Performing against such a different backdrop was extremely exciting after a long time of not having any audience, and broadened how I think about creativity.”
SONY MUSIC UK ARTIST
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