TECH
VJ Face-Off
AN AV CHECK-UP
Two audio-visual experts give the AV scene a quick health check…
S
ome see audio-visual entertainment as a this is what people want and enjoy. In fact, I’d say a Tim: “One of the first things I did when starting out
relatively new sensation. That’s certainly visual angle is pretty much expected these days. But I four years ago was to hook up with other AV nights,
not the case for Oli Sorenson (aka VJ can count on the fingers of one hand how many times principally Mash Cinema in Hereford and, more
Anyone) of London’s AV Social, and Tim I’ve seen a good AV show in a mainstream club. recently, Strax AV in Birmingham.”
Frenneaux of Leeds’ lookandlisten. "I know the music is the key and that some people
After years of promoting separate AV events, they still want to dance with their eyes closed. However, for What are your thoughts on the future of this
recently joined forces to bring both The AV Social those with their eyes open, who enjoy visual music, entertainment?
and AV tricksters Addictive TV to Leeds for the very there’s lookandlisten.” Oli: “I think what we are doing is future-friendly
first time. And they’ve got more collaborations in the because the equipment is becoming cheaper,
pipeline. How does Addictive TV’s set-up compare with that lighter and more standard. Audiences are also more
Here, the trailblazers tell us about their work, their used by up-and-coming talent? understanding of the tools we use. So people are less
relentless dedication to pushing the art form forward, Oli: “Addictive TV use DVJ decks, Edirol and Pioneer in a state of bewilderment at the technology and are
the technology that’s helping it happen, and why they mixers, EFX and a PC running VJamm software. The paying more attention to the content.
think the AV scene is becoming more accepted. SVM-1000 mixer, which allows DJs to VJ and vice "This means now is a good time to start producing
versa, is also an interesting piece of kit that we used audio-visual work that carries a message or a
Who are your events aimed at and how are people in Leeds, but this is obviously too expensive for most narrative, because people are less focused on ‘how is
reacting? beginners. Artists starting out often use laptops it made?’ than ‘what does it mean?’ which I find very
Oli: “The AV Social is a networking event for loaded with software.” encouraging.
creatives that hover around the film, video and music Tim: “Actually, a good thing about our event was that "What’s more, competition is so fierce in the DJ world
industries. We choose artists that spark people’s all the artists got to play on top gear, since we had that adding a visual element separates audio artists
interest and provide something different. fantastic support from Pioneer with mixers, decks and from the pack.”
"Our programmes contain headliners like Addictive plasma TVs. But, as always, as with anything creative, Tim: “A lot of it is about standing out from the crowd
TV, as well as up-and-coming artists. We always have it’s not what you’ve got but what you do with it.” and is a logical progression of the arts in many
people handing in demos or pitching a concept, and respects. AV art is flexible and fluid and that’s why
in Leeds we had loads of student film crews turn up. Was there any rivalry during your first joint venture? I love it. There’s so much going on right now that
o
It’s great when people want to get involved and stop Oli: “Not at all — the day after the party we were promises even more for the future. It’s a very fertile
oc
being a passive audience, otherwise isn’t it just like already talking about sharing artists and offering medium and I, for one, want to impregnate it in as
a L watching the telly?” them a chance to perform. You need to think outside many minds as I can!”
Lis
Tim: “People’s reactions are still changing. The fact the box, from saving money to attracting audiences,
ds:
that mainstream clubs are now putting on AV acts, or as well as ensuring a legacy and fostering a scene For more details check
myspace.com/avsocial and
or
w
bringing in a VJ to perform with a DJ, is a sign that beyond your four walls."
myspace.com/lookandlistenavnite
156
www.djmag.com
DJ474.tech_vj_face_off.indd 156 30/4/09 14:49:10
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