Ladyhawke and Hard-Fi are doing something different with Beck at the moment.
Beck’s takes its ongoing collaboration with cutting edge artists to a new level this year as Ladyhawke and Hard-Fi are invited to redesign the iconic Beck’s label. Beck’s has a heritage in art dating back more than 20 years, championing the artists of tomorrow and giving support to new creativity in the boldest way possible, handing over the aesthetic control of the brand label. Others to work on Beck’s labels in the past include Gilbert & George, Sam Taylor-Wood and Tatsuo Miyajima.Titled 'Music Inspires Art’ the project will see two designs from the music artists appear on Beck’s bottles, launching in late summer. At this stage only early concept drawings have been released, but these indicate that the new Beck’s Art Labels are set to be as raw, creative and thought provoking as previous art labels. Hard-Fi are known for their iconic album art and have been inspired by the their own covers to create something for the Beck’s label and Ladyhawke has taken inspiration from her own music, a song called Magic. To listen to some of the music which inspired the artwork go to www.becks.co.uk
The concept for 'Beck’s Art Labels’ is simple - to offer the iconic Beck’s bottle as a canvas to both established and emerging creative talents. Then it’s over to the artists or musicians to create an inspiring and thought-provoking concept.
Beck’s has a long-standing association with contemporary art, including the influential Beck’s Futures art prize and numerous sponsorships and commissions which spawned a number of extremely limited edition bottles from the likes of Tracey Emin and Damien Hirst.
In 2007 music was integrated into Beck’s art association through Beck’s Fusions, which commissioned collaborations between artists and musicians to create unique audio visual 'fusion’ experiences. Acts including Massive Attack, The Chemical Brothers teamed up with United Visual Artists to create some of the most electrifying performances of the year.
This year Beck’s is remixing art and music together to create the new Beck’s 'Music Inspired Art’ labels. Electro Pop Sensation Ladyhawke and indie festival faves Hard-Fi have been invited to put their mark on the Beck’s bottle as they’re both known for their unique approach to art and design, as demonstrated by their highly stylised album artwork.
Known for her visually striking cover art, Ladyhawke will work with her artistic partner and childhood friend Sarah Larnach, while Hard-Fi are again collaborating with their favourite artist David Smith on their own iconic art labels design. The choice of these two contrasting acts reflects the stylish, raw, cutting edge feel of Beck’s art collaborations of yester-year.
Ladyhawke, aka Pip Brown said: "Music and art are both inspirations to me, so to be involved in the Beck’s Art Labels activity is a fantastic opportunity for a different creative expression. I’m really excited about the creative process and I can't wait to see my bottles in store."
Richard Archer, lead vocalist, Hard-Fi said "We’ve always seen art and our re-interpretations of everyday images as a way of giving added depth to our music. Working with Beck's has given us the opportunity to connect with our fans in a different way and we’re looking forward to how they’ll react to our designs.'
Music-news.com
