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Bjork drops 'punk' attitude for Red Bull virtual reality adventure

Published 03/11/2016

Bjork
Bjork

The Icelandic superstar has found a way to become even more cutting-edge with her new futuristic project.

Bjork has transformed her songs into virtual reality experiences for the 17th Annual Red Bull Music Academy event.

The Icelandic singer teamed up with bosses at the energy drink brand to make several VR music videos crafted around songs from her 2015 album Vulnicura, and although she doesn't like working with corporations, the star couldn't pass up on the chance to express her creativity in such a futuristic fashion.

"Being a punk, I've always been really sceptical of big brands, it's kind of in my blood," Bjork told Billboard. "I've repeatedly gone to amazing gigs Red Bull Music Academy has organised, including performances by Le1f, Tri Angle Records, Dizzee Rascal, NON Records and N.A.A.F.I, and they really have their heart in the right place. They just seem to be giving so much to that community, especially to electronic music. I think they really mean it.

"So I decided to drop my brand-snob thing and embrace it."

Andrew Huang directed the virtual reality video for Bjork's song Family and, to the filmmaker's surprise, the project came about quite organically.

"We were shooting the album cover (for Vulnicura) and we were like, 'Why don't we just keep rolling?', and we just ended up shooting Bjork doing this stitching work and stitching herself back together," Huang explains. "James (Merry, one of Bjork's muses and a kaleidoscopic embroider who makes the gorgeous and intricate masks she wears) was like, 'I made this amazing mask', and we were like, 'OK, put it on'. We were just playing and ended up filming the story of Vulnicura. That shoot formed the bias for Family."

The interactive technology experiences are currently being shown at an art installation, called the Bjork Digital Exhibition, at the DHC/Art Foundation for Contemporary Art in Montreal, Canada.

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