The Audi Magazine – The New Beat

Juan Atkins, the “originator of techno,” talks about music’s innovative spirit in this video created to accompany the article of the same name in the 2018 fall/winter issue of the Audi Magazine.

Thirty-five years ago, techno revolutionized music and the way it harnesses technology. Today, the music genre and the creatives behind it are playing a leading role in revitalizing Detroit. We get the inside story from the “originator,” Juan Atkins, one of the inventors of techno. The video incorporates elements typical of old music videos, including the edit timing, speed and raw visual style reminiscent of VHS’s and MTV’s look and feel in the nineties. All of it pulsating to the beat of Juan Atkins’ commentary and original music.

2020 Astrid Award for Design Communication (gold)
2020 Best of Content Marketing (gold)
2020 DIE KLAPPE, German Marketing Association award (bronze)
2020 IF Design Award

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