ELECTRO SIXTEEN
Last Friday, March 19th, international DJ Benny Benassi made the speakers purr at Pacha NYC. The line wound around the block at midnight as an eager and slightly agitated crowd pressed forward in an attempt to experience a live set from one of Italy's finest DJ's. "Why are you letting that guy in? He's wearing a t-shirt!" yelled a sweater-clad club goer at the doorman. Even if that guy got in, he would have been forced to strip off that cardigan and embrace his white v-neck tee while pressed among the sweaty masses that packed the club. If standing shoulder-to-shoulder with Jersey Shore wannabes and rubbing against shirtless meatheads didn't make attendees feel dirty, Benassi's filthy beats certainly did the trick.
DJ/Producer Benny Benassi is premeiring his new music video "Electro Sixteen" as a follow up to the release of Benny Benassi Vs. Iggy Pop EP. Benassi, who has a love for punk subculture and raw colors, wanted to connect the fans with the music and enable them to get lost in it and dance, dance, dance. The video was created last summer with more than 15,000 photographs of Benassi's DJ set at the Electric Zoo Festival.
To bring this video to life, Hayden 5 Media snapped rapid-fire photographs of Benassi performing on stage, as well as of Ida Nash, an electro music lover and fan. Hayden 5 Media pasted together the photos to create the stop-motion editing, while the creative team at Qubic New York made the motion graphics. "We knew this would be the perfect opportunity to use the 'photo-motion' technique. There's something about Benny's music, and electro in general - that calls for the fast cutting of exciting visuals and graphics," says Todd Wasserman of Hayden 5 Media. Ezio Burani of Qubic New York, who conceptualized the video, states that "the graphic language - frenetic rhythm, burned colors, vivid visuals, are something new for electro music...We were inspired by the frenetic rhythm of Benny's music, Punk subculture and the raw colors created by Lomography. We tried to verbalize Iggy's iconic punk persona through the raw graphics in a tough, aggressive way."
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