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Sasha is one of the pioneers of the electronic music category. From creating Acid House music in the 1980’s to remixing and producing some of the worlds top electronic artists, Sasha’s fingerprint on the music industry is everlasting. Now, celebrating the 10 year anniversary of his record label, the innovator is releasing an amazing and unique set of NFTs. You can read the press release here.
Sasha, you have been a pioneer in the music industry for over 30 years what excites you about NFTs and how did you get started with this new medium?
Last year, like many people, my head was turned by the buzz around the digital art community. The music focussed stuff that 3LAU, Jaques Green, Grimes and my old friend BT were doing really caught my attention. I first dipped my toes into this world Sept last year with the LUZoSCURA drop around the HNDI release – it was so exciting to see this new way of releasing music, collaborating with artists and connecting with fans. So when the TEN project came around, whilst it was initially focused around TEN collabs with music artists ( 10 x 10 ) It seemed the natural next step would be to collaborate with the digital artists too (10 x 10 x 10)
This has now morphed into such a huge project and was just an incredible opportunity, I had to pursue it.
Visualizations and electronic music are almost synonymous, from lighting, lasers, and fog machines, to winamp visualizations and now the biggest artists in the world (like beeple) offering synchronized clips to DJs and producers. How will this evolve as Music, Entertainment, and NFTs continue to coalesce?
I don’t really like predicting the future because it always surprises me. What I do know is that the opportunity to reach out and collaborate with incredible artists from all over the world is now more than ever accessible. The NFT community on twitter, for example, is so open and supportive. Watching emerging artists and musicians find their feet in this new digital art world is inspiring.
How did you pick the artists featured on your latest music?
What makes them unique?
I wanted to work with digital artists who had a strong sense of musicality in their work. This project was an opportunity to see a really interesting intersection of music and digital art. I talked to all the artists about how important the visual identity of Last Night on Earth ( LNOE ) had been since inception 10 years ago. It was important to me to find a cross section of artists that would interpret it in different ways. Our record label has always pioneered emerging and diverse talent and I wanted to continue these values in the selection of our digital artists. I think we have achieved this creating a truly global collaboration – with the artists coming from UK, Germany, Turkey, Canada, USA, Denmark, New Zealand, Brazil and Japan. To see these 10 different artists give their wildly different interpretations to this project has been wonderful to see.
Which NFT artists besides the group you’ve worked with excite you the most?
Probably top of the list is Refik Anadol. His work blows me away, especially his giant public art pieces. ThankYouX is making wonderful abstract pieces that I want on my wall. Skygolpe is making abstract fine art through human imagery which I love. Trevor Jones OG NFT Artist. The way he blends paintings with AI and most have AR built in too is so cool. Maggie West’s timelapse photography is stunning .Rising star J.N. Silva photographer’s work is beautiful and psychedelic. Reuben Wu’s work is stunning. Love what sixnfive is doing with physical sculpture as well as digital art. I am working to own pieces by all of these inspiring artists very soon!
Can you provide some more detail around the Amsterdam exhibit?
ADE (Amsterdam Dance Event) felt like the perfect platform to launch the collection as an annual focal point of innovation and emerging trends in the music industry. We were lucky enough to build a great rapport with Ghost Gallery who not only bought straight in to our vision for the project, but could provide a great venue in the heart of the action. IRL galleries are such an important part of the creative experience for me, and bring emotion to the art.
We are also now showcasing the work at the Crypt Gallery in New York and LA, and imnotArt in Chicago.
Why did you choose Nifty Gateway as your launch partner for NFTs?
LNOE has always had a strong visual identity and has always placed high value in art in a more traditional sense with its physical music releases. With this project it was important for me that the curation was of a high level so we partnered with a platform that matched our vision. Nifty Gateway is a brilliant art first platform that also allows onboarding through credit card – something that I hope will allow some of my music fans to enjoy their first experience with NFTs.
What comes next?
I don’t know but I can’t wait to see what it is!
When we started to develop the TEN campaign I wanted to extract our essence from each city that we’ll be travelling to. Using the extrusion technique I’ve found the perfect balance to keep promoting the cities of the tour but in a completely unique style. Each picture interacts in a different way with the node resulting in colourful 3d elements. – Fell Reis
A glittering glimpse of a sun-baked landscape. Colorful buildings erupt out of the ancient rocks, with shimmering light beams casting shadows as the sun rises behind the endless mountains. The ethereal music echoing in the canyons causes light to flash from all sides, merging the old world with the new. – SillyGabe
Since the beginning of his career, Sasha has been vital in laying the artistic groundwork for so many in the electronic music landscape. It only felt appropriate to capture his very likeness and depict it in a segmented portrait representing the musical energy and movement found in his work. His style and personality come through in the endless records, mixes, and remixes he has produced in his lifetime. – Robbie Trevino
At the heart of Dry and High is a distinctive feeling of being guided through a journey. Its melodic ups and downs and its beautiful transitions inspired an intensively experimental approach to creating this artwork. I took seemingly unusual ideas (what if a moon was actually a flower bud waiting to blossom) and began experimenting with them. I spent months growing digital nature, trying new things out, learning techniques, and more importantly, patience, as I frustratingly discard and re-attempt ideas in a way that was unfamiliar yet turned out to be extremely rewarding. Within a dreamscape are these studies, ideas, and explorations, which when guided by music, becomes alive. – Jenny Jiang
“Who U are” explores the scenario of merging technology and humanism in a futuristic dystopia. Cables, geometric pieces, and physics-based extrusions expose the vulnerability of the body, serving as a metaphor for the precarious state of the natural world. – Hannes Hummel
Deprived of senses floating Boundless in a sea of all Fractions carries information Betwixt the gaps is fathomless Deprived of measurable essence – NoCreative
Just Us is a beautifully crafted song from Sasha & Pumarosa. It’s hopeful and poignant at the same. I love conveying isolation and confusion in my work, so Just Us really resonated with me. The artwork is about an endless cycle of contrasting feelings. – Rek0de
Never ending journey taking the seeds from human existence through the intersection of tech and breath source of nature. – Beryl
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