"Through art, instead of seeing one world, ours, we see it multiply, and as many original artists as there are, as many worlds as we have at our disposal." . These are the words of Marcel Proust in his book Le Temps retrouvé. It is by seeing the clip Poizon by Laylow, or Marché Noir by SCH and Tout Seul by Kekra that we grasp the meaning of these words. From artists to worlds singular, projecting us a little more through visuals. Far from being a novelty, they are nevertheless more and more numerous to push back the walls of experience. But how do artists go about shaping this singular universe?
Building a universe
For Gwen Briant, rap project manager at Island Def Jam, when working with an artist the first thing to do is to analyze his environment, write his story by assembling the puzzle of his career. To succeed in writing the history of an artist is to put words on his particularities, his strengths and possibly his weaknesses. To make it stand out to the public, this universe must be readable, as complex as it is. To have identified a universe is to define its main axes of identity, on which it will be necessary to insist to the public so that the artist is easily attached to them." According to the producer, artistic director and manager Powe, to build this universe: "it's composition quite simply, knowing what you put in, at what dose, timing is very important, it's cooking in the end." He adds: "As with cooking, every ingredient is important, from the biggest to the smallest, which will act as a game changer. In this process, the production is a big part of the work, but without the rest it will not be effective. A good recipe is better than a very good food." A view shared by Tim, composer and music producer, member of Basement Beatzz "To be able to compose for an artist, you have to determine what style he is in. On what kind of sounds/chords he evolves in his previous tracks, and especially visualize what could be his next track. "
The place of the sightl
Having sound is good, having visual is better… and almost indispensable nowadays. At a time when Fridays are synonymous with projects galore, you have to stand out, give desire, attract new listeners. This is explained by the Biscuit Studio team, specialized in the creation of original content, the realization of animated series and motion design. The team is composed of Louis, production manager, Adrien, director and artistic director, and Quentin, director. They have notably directed the clip Pas d'I Love You by MV7 feat Naza or the clip Tout seul by Kekra and the series Skuuu. According to them: "with networks you can see and follow the artist whenever you want. Now you have to be able to send a lot of visuals. Artists have acquired the principle of 'I exist by who I am, by my music, but also visuals'. This is an important strategy to stand out and exist. A listener may be challenged by a cover for example, and therefore want to listen to the album. The visual is a factor that makes you want to discover the artist. That's why they're working on it more and more. There is this added value of the character. Is he friendly? Do I identify with him?" On this subject, they add: "for example Laylow, if he does not have a visual to explain his delirium, the person is less immersed in it." The visual therefore reinforces the feeling of identification and allows the artist to be able to explain what he has in mind. It remains to be seen how to transpose a musical idea into a clip. MX Player for Windows 10 Also director of Kekra's Tout seul music video, and more recently the cover of his new album Kekra, Biscuit Studio explains the process. "At first we'll want to meet the artist, sit down, discuss, even play the console (laughs). Exchange is important to understand a universe. We watch all the clips that have already been made, we make a culture around the artist." Regarding the creation of the clip All Alone, Biscuit Studio details: "We grew up with consoles, Nintendo. With Kekra we share more or less the same references. During the process, we had discussions around the games we liked as a kid or as a teenager, which marked us. This discussion led us to imagine this clip. It's based on real experiences, it was fluid and most importantly, it was a crazy kiff. It's a little nod to our childhood."
Develop a fanbase
Have a universe, a worked visual. These are the strategies to retain your fanbase and reach new listeners. The more radical and niche an artist is, the more he will touch people who will identify with his character and his music. If a listener buys in, there's a good chance they'll follow each artist's project closely, as could be the case with SCH's JVLIVS trilogy. Xender for PC However, a universe never comes out of nowhere, as Biscuit Studio explains: "They don't create a universe . This is an idea that is already present in them. Only they amplify it. They can be well guided by a manager, a creative studio, etc. But a Kekra is Kekra. These artists are honest in their approach, they do not pretend to propose something just for the com. And that's what makes it possible to retain so many fans. Itseems less cold than a classical artist." Singular universe, worked visual, honesty of the approach. Here are the ingredients of these famous artists. Well, it's like the Ketchup recipe: there will always be a secret ingredient that makes a Laylow remain a Laylow, and an SCH remains a SCH.
