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DJ Vadim :: Absolut 12" [E22nd]
DJ Vadim - Absolut
Four leading European electronic music producers – Spain’s Wally Lopez, Russia’s DJ Vadim, Germany’s Monica Kruse and Poland’s Jacek Sienkiewicz – are continuing ABSOLUT’s work within music and have produced unique tracks drawing on the ABSOLUT brand‘s heritage and using the ABSOLUT bottle itself for inspiration.

Sweden’s ABSOLUT has an unparalleled track record for its captivating creative work in the spheres of fashion and art. Since Andy Warhol interpreted his vision of the distinctive ABSOLUT bottle in 1985, a tradition continued his work in the fashion field and the brand has been synonymous with creative initiatives embodying the purity, simplicity and clarity of the world’s best-loved vodka. This year, ABSOLUT opens the brand further into another field with generational reach and appeal – music.

The ABSOLUT TRACKS initiative builds on the brand’s ABSOLUT THREE TRACKS programme, successfully launched to music communities in 2003. Electronic producers Taxi, Rollercone and Aril Brikha delivered dancefloor-rocking interpretations of the distinctive ABSOLUT bottle, which were released to acclaim among influential figures in the dance music community, and were subsequently made available for download online.

An initiative like no other, the next evolution of the project has ensured new creative partnerships, and the results – ABSOLUT VADIM, ABSOLUT LOPEZ, ABSOLUT KRUSE and ABSOLUT SIENKIEWICZ, speak for themselves. The brief to the producers was simple: present a musical interpretation that expresses the qualities of the iconic ABSOLUT bottle. The tracks will be launched in September 2004 and will be available to download together with videos on www.ABSOLUTTRACKS.com.

First off we'll concentrate on the Vadim track, but I'll also include the press on the other tracks later on. ABSOLUT VADIM uses Vadim’s distinct minimalist hip hop style:

‘I put a lot of ingredients into my broth because the way I make music involves experimenting and using lots of elements, but always to make things clear. Clarity and simplicity are always there in music. ABSOLUT is similar to my music because it strives for perfection and looks for understated simplicity’.

The Vadim track comes on a one sided see through piece of wax and once it is on the platter, (and playing at the correct speed - this one is at 45 rpm) it is classic Vadim. A whole plethora of samples are weaved together for a laid back, mellow and ultimately very smooth and reflective track. As the tracks starts off it has a definite reggae vibe, but the variety of sounds and samples employed means that this track quickly moves on and does have a bit of a stop / start abstract feel - possibly one of someone stumbling home after a night on the Absolut. Themes are stared off by Vadim, but quickly chopped off as he moves on to another idea only for the original idea to be re-visited later on. Weird periodic yelps emit from the sequence amongst the acoustic bass and rimshot / skull type snare. Flutes play a touch randomly in the background and are mixed in with electronic sounds, horns, what could be small change being used as percussion, gurgling water and jungle animal sounds. This track would be at home in a Pink Panther movie and is instrumental Vadim as we have come to now him. The close of the track see bongos and indistinguishable vocals being added. There isn't really a crescendo as such and for me this is background mood music. Despite this Vadim has produced a great track and it is good that Abslout saw his skill and commissioned the piece.

ABSOLUT LOPEZ is a track inspired by the story of ABSOLUT and mixed with the dance music of Spanish clubs:

‘I based the track on an imaginary voyage an ABSOLUT bottle took from 1879, the first year of the brand’s existence until now, the year 2004. In this 135-year long voyage, the bottle is the carrier for a message from one musician to another’.

ABSOLUT KRUSE actually uses the three words that represent ABSOLUT - CLARITY, SIMPLICITY, PERFECTION against techno beats:

‘The record I’ve made is house-influenced – it’s a very positive track. ‘I used my voice and distorted it - if you look through a bottle, you see a distorted vision of the world, and that’s how I wanted to express the bottle'.

ABSOLUT SIENKIEWICZ is a track that typifies the work of its producer and integrates the ABSOLUT bottle literally into the track. He says:
‘I thought it would be very difficult to make this track, but I spent a few evenings with the bottle and it was really easy in the end. I sampled the bottle - in the beginning it was full then it became empty – and used the sounds to make hi-hat’.

Those wanting a sneak preview of the tracks before they are released in September and some insight into the inspiration of each producer, can log onto the preview site, www.ABSOLUTTRACKS.com, and use secret password AT2004 to access ABSOLUT TRACKS.

The chosen artists represent explorers of the world of music whose radical, challenging outlook synchronises perfectly with ABSOLUT’s perspective on the creative world. The results of ABSOLUT TRACKS are as diverse as the personal styles of the participating artists – yet all are guaranteed to rock whichever party they’re played at. For years the world's most prominent artists and designers have interpreted the ABSOLUT brand. Nowadays, the world can listen to the brand as well.

As ABSOLUT THREE TRACKS marked the beginning of the involvement of ABSOLUT in the music scene, ABSOLUT TRACKS shows how the brand is evolving alongside a developing creative scene. Far from being a ‘one night stand’, it is the beginning of a beautiful relationship – the music collection will be constantly added to with new musical art pieces each year, creating an online gallery of musical brand experiences from ABSOLUT.
 

If you need anymore information please contact Tanya Gerber or Ben Pester on:
0207 384 7366 or [email protected]

 

 
Intro Early Doors:
1979-1985
False Dawn:
1985-1990
Underground Years:
1990-1995
The Renaissance:
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The Future:
2000 & Beyond
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