Performance art on tap for Beck's
Beck's collaborates with a DJ to create a video which demonstrates this live interactive performance art controlled entirely by beer taps pouring Becks Vier. Wired up with sensors and an arduino platform, the taps trigger audio samples and lighting effects across a grid of 600 LED-lit Beck’s bottles.
This project is from British agency, Outline, and while it's a cool idea for a beer brand, I find that it's perhaps confusing itself by trying to do two things at once.
Is creating an awesome piece of performance art and trying to combine it with a live DJ mix trying too hard?
While it has a "cool" factor, something doesn't gel. It'd probably have been more effective just as a piece of art in itself, keeping the beer taps as activators and perhaps including sound effects rather than a full on DJ Mixing samples. But then that defeats the point of the campaign, it seems, because the wider focus of this campaign seems to be more about beeing on the cutting edge of the music scene. Staging the usual Beck's secret gigs etc.
So perhaps I'm wrong.
However, if they'd have pushed it a bit furtherso as to distinguish it from a similar style of execution created for Nike by W + K Tokyo. I'd be even more impressed.
That aside, I do love projects that explore cool technologies and showcase insteresting collaborations and that is why I've included it here. Watch the full set below.
Via notcot.org
