After a decade with the iconic fashion brand, BFRND — the music director at Balenciaga — gives Billboard his exit interview. See what the artist had to say about his work on the brand’s campaigns above.
BFRND: I had to rework something that defines sexy for a majority of people, and no one else than Britney can do that, but what I do with Balenciaga is also pushing boundaries. So, how do we do that? How do we merge both into one and create something that no one has heard before. When I arrived in fashion industry eight years ago, and there was not a lot of music composer really writing music specifically for the show. It was more curators choosing existing tracks for the show, and so when I arrived, I had to hammer that idea of bespoke music, but also building an identity for the brand. ‘One day, I will work with this guy at this skill.’ But then, I didn’t even try to reach out because I felt not famous enough. I’m still considered an underground artist. I’m fully independent. He’s my only team. When two artists meet, doesn’t matter fame level of those, when two worlds collide, a third world comes out.
Damien Quintard: I love so much Loïk’s sensitivity of music and production in general. It’s not just about music. It’s about understanding the collection, understanding everything from A to Z, with his specific world, and with them as specific worlds.
BFRND: nd I also see myself almost like what a translator is for language. I consider myself a translator for Demna’s vision, for Demna’s clothes. It’s almost like, show me clothes and I’ll tell you what they sound like. I’m an artist who never uses major chords. The challenge for me was like, how do I make this BFRND? How do I make this sound more evil, darker than the original?
Watch the full video above!
Great Job Stefanie Tanaka & the Team @ Billboard Source link for sharing this story.
