Technicity Campaign for +Studio at Semilla

TECHNICITY IS A THREE-PART INSTALLATION SERIES THAT SERVES AS A TRIBUTE TO AUDIO ENTHUSIASTS AND ANALOG AUDIO EQUIPMENT. THE INSTALLATION AIMS TO EXPLORE THE DISTINCTION BETWEEN TECHNOLOGICAL ENTHUSIASM AND TECHNOLOGICAL DEPENDENCY.

Art Direction, Photography: Joshua J. Jenkins; Director of Photography: Jaylen Hill; Motion Graphics and Video Editing: Michael Costello; Model: Danessa Pedroso

Technicity was created in reference to Hi-Fi audio reproduction embraced by Japanese audiophiles and the underground sound system movement pioneered in Jamaica around the 70s and 80s. Our interest was focused on exploring this cross-cultural infatuation with analog audio equipment and the development of versatile, personalized stereo build-outs meant to be enjoyed either privately in dedicated listening rooms or socially at a block parties.

We took a deep dive into Technics’ vintage marketing and advertising materials. After running through a slew of catalogs from the 80s and 90s, we happened upon a series of advertisements featuring the Japanese actress, Hiroko Yakushimaru, and found this work to be a compelling blend of the cinematic and the auditory.

Technics Commercial Stills, 1981

View our Technicity commercial series in promotion for the exhibition and capsule collection below. The headphones seen here are produced by Copenhagen-based audio design company, AIAIA, and are the TMA-2 modular model.

Our Technicity capsule collection was available in store at Semilla Cafe + Studio on October 2nd, 2021. Limited items available on the CAF E-shop by Deadby5am, Bloomfield.works, Demuerteusa, Righteouspath.2002 and Radarvisionboys.