DIGITAL WORLD OF ROCK MUSIC

TitleDIGITAL WORLD OF ROCK MUSIC
BrandAQUARIUM ROCK BAND
Product/ServiceAQUARIUM ROCK MUSIC
Category D01. New Realities & Voice Activation
Entrant ART.LEBEDEV STUDIO Moscow, RUSSIA
Idea Creation ART.LEBEDEV STUDIO Moscow, RUSSIA
PR ART.LEBEDEV STUDIO Moscow, RUSSIA
Production ART.LEBEDEV STUDIO Moscow, RUSSIA
Post Production ART.LEBEDEV STUDIO Moscow, RUSSIA
Credits
Name Company Position
Artemy Lebedev Art. Lebedev Studio Artistic director
Pavel Gerasimchuk Art. Lebedev Studio Art Director
Alena Sofina Art. Lebedev Studio Designer
Albina Gainullina Art. Lebedev Studio Designer
Aleksandr Nosikov Art. Lebedev Studio Art researcher
Misha Grin Art. Lebedev Studio 3D designer
Senya Pugach Art. Lebedev Studio Programmer
Oleg Postoev Art. Lebedev Studio Technologist
Oleg Dobrygin Art. Lebedev Studio Audio designer
Dmitry Muratov Art. Lebedev Studio QA engineer
Konstantin Lazutin Art. Lebedev Studio Translator
Anna Krylova Art. Lebedev Studio Content manager
Boris Grebenshikov Aquarium Rock Band Founder

Describe the creative idea

The rock band Aquarium is one of the founders of the Russian rock scene. Aquarium’s new website combines music, effects, and technology. The main page is a world where the visitor becomes a traveler. Everything here is permeated with symbols, even though only the greatest aficionados can see all of them without clues. Pictures hint at the most popular images and events in the history of the group. The first few scenes were created manually but the rest are generated automatically, ensuring endless variations. To see the new version users need to scroll the website to the end. Music sounds continuously on the website, varying with the location of the user. The non-banal soundtrack contains both hits and rare recordings. In between the songs are philosophical phrases from spiritual books recorded by the founder of the rock band Boris Grebenshikov especially for the project.

Describe the execution

The appearance of the website is adjusted on the fly thanks to Krono, a graphics engine developed especially for this project. The first few scenes were created manually but the rest are generated automatically, ensuring endless variations. To see the new version users need to scroll the website to the end. Music sounds continuously on the website, varying with the location of the user. The non-banal soundtrack contains both hits and rare recordings. In between the songs are philosophical phrases from spiritual books recorded by Grebenshikov especially for the project. It allows diving into the atmosphere of pure musical creativity of the oldest Russian rock band. The main idea is to create a digital world for Aquarium and rock music fans around the globe. The feedback on social media from the fans was awesome. The website traffic increased 10X times after the launch.