Eleanor Dwyer | Norwich | UK
synergy
sounds
synergy
sounds
FMP | record label | Creative director | Individual | 20-21 | nottingham, uk
The misson:
For my final year project I wanted to create a space that nurtures full representation of all ravers, producers and engineers within the Drum and Bass industry.
I wanted to start more conversations around representation and history to create an understanding of where we came from.
Drum and Bass is extremely male dominated, I wanted to make a small impact that can incite a larger change. This record label is aiming to be a safe space for all, creating a support network for the underrepresented community.
the story:
What began as a university project, turned into the idea of making a change, as a femxle raver, I wanted to be able to see a version of 'me' on the stage, or behind the scenes and this just wasn't happening enough for my liking so I chose to do something about it.
As a brand I wanted to champion all kinds of talent, whatever level and I wanted to create inspiration for young ravers who may not feel the representation they need, and this was how Synergy Sounds was born.
the Values:
Inclusivity, diversity and equality. It is deserved by everyone and this platform isn't set on one specific person but all.
Support and teamwork, as a brand we want this to be a safe space, much like a family, or small community, we want positive change and thinking.
Freedom, we want you to be who you want to be, express yourself however and have fun.
Creativity, music is all about pushing the boundaries and being innovative, we want you not to hold be on your creative process.
Just have fun.
the event:
I could not create a record label without doing some form of event, this event was set at Headrow House, a popular Gen-Z hang out spot, and home to Drum and Bass events.
The event was a launch of the record label and was set to showcase the new talent we had on the label. We wanted the event to have a community spirit feel, therefore it was based off of community block parties/street parties, everyone was welcome and included.
Due to COVID-19, this had to be fully mocked up, and planned outcomes, however, it could not go forwards due to the pandemic.
the film:
TO announce the event and label, I created a teaser trailer.
The trailer was a mix of stop motion, and reality, we wanted to show the creative nature of the brand, and the value of just having fun and creating something different, we wanted to also move away from the gritty visuals surrounding Drum and Bass, and create something more inviting.