LUME celebrates the world of an album in debut campaign via Daylight NZ and Supernormal
New global music platform Lume is transforming albums into immersive digital experiences, combining music with exclusive audio, video, photography, artwork and behind-the-scenes content. To mark the global launch, Daylight NZ and production partner Supernormal set out to create a campaign that transported audiences into the worlds of incredible albums, exploring their true meaning and the artist’s creation process.
Last week, the platform went live with a diverse first wave of artists and bands from Aotearoa, spanning genres and generations, including Bic Runga, Fur Patrol, Tiki Taane, Fazerdaze, Geneva AM, Troy Kingi, Dick Move, Die! Die! Die!, Theia, Erny Belle and many more, including Lorde, to follow. An exciting new era for how audiences discover and experience music.
Says Justin Warren, co-founder and head of artist relations, Lume: “The first slate of Lumes contain truly incredible archival material. Everything from historically important unreleased live sets, to the voice notes where iconic New Zealand songs first began, to diary pages or exciting cover versions.”
Says Charlie Godinet, Executive Creative Director at Daylight: “We wanted this campaign to be a filmic expression of the product itself. A mixed media approach that teased the experience waiting inside the Lume.”
The result is a captivating series featuring kiwi music icons Julia Deans (Fur Patrol) and Tiki Taane, as well as emerging artist and recent Taite Music Award winner Geneva AM.
Directed by Sam Templeton, the films were shot entirely on 16mm, with a range of in-camera effects — from rear projection that immersed the artists in their sources of inspiration, to prism-based reflections for an otherworldly look, right through to dynamic lighting shifts that guide the viewer through the album’s creation process. All of this was then paired with beautiful on-set photography, bespoke track arrangements and fleeting frames of artist content.
Says Matt McKenzie, Executive Producer, Supernormal: “There are so many little details that make these films special. Every single person on this brought their full craft to it, and you can feel that in the films. We couldn’t be prouder of them.”
Each film has been launched collaboratively with the artists across their channels, celebrating the moment with their communities and biggest fans. To learn more about Lume or purchase one of the incredible albums on the platform, visit Lumemusic.com
Client: Lume
Creative Studio: Daylight
Film Production: Supernormal
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