Frame of Reference, from Michael Gondry to Groovision


Our recent topics related to BigBeat artists such as Fatboy Slim reminded me of Chemical Brother’s Star Guitar music video (see above) made by director Michael Gondry (director of The Eternal Sunshine of the Spotless Mind, also often cited along-side with Spike Jonze).

A closer look at the youtube video reveals the interesting frame of reference effect, whereby all objects appearing on screen synchronized with Chemical Brothers’ electro beats. Gondry deployed the same science in Daft Punk’s “Around the World” MV, this time, with people acting like robots.

And on the other side of the world, Japan based graphic/product design firm Groovision also has their take on frame of reference. Its GRV DVD’s, based on Japan’s very own Shibuya-Kei kind of groove, are looping, graphical music videos best played at a big party through a 60″ flat screen, or that newly imported projector of yours. These wacky animated figures walking around the city chasing after a horse at 116 beats per minute will surely keep your guests entertained.


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