In collaboration with Goldenvoice, The Ether created a series of spots to introduce the inaugural Panorama music festival in New York City. Headlined by LCD Soundsystem, Kendrick Lamar & Arcade Fire, the festival combines rock, hip-hop and electronic vibes with curated light sculptures from renowned installation artists. To translate this convergence of sound and light into a compelling social media campaign, we combined full-frame performance footage with overlaid and intercut close-ups of Versa Tubes, LEDs and Intellibeams, mirroring the technological theme of the festival. The effect is an immersive glimpse into the magic of Panorama NYC.
For the hip-hop teaser we created a stylized montage of Kendrick Lamar and other artists washed with neon green and yellow hues, and lights and overlays set to the electrifying beat of “King Kunta.” This targeted spot aims to showcase the breadth of hip-hop artists in attendance and get concert-goers energized while reiterating the overall theme of the festival.