Daft Punk are regarded as the worlds the most iconic electronic music group. They have not only had incredibly successful music careers, but have also been responsible for breaking new ground with their creative live performances. In the last few years they have been commissioned to create the soundtrack for Tron: Legacy and created a limited edition bottle in collaboration with Coca Cola. But how did this French duo go from making music in their bedrooms to go on to become a sub-culture phenomenon? This is where their story becomes interesting.
Daft Punk had a vision, and that vision was to create something that had never been seen or heard before. They had an awe-inspiring ability to give the public what they wanted, before they knew it even existed. It was like they had travelled into the future, experienced it, and then returned to share it with everyone else.
In the early 2000’s, Daft Punk’s vision to create a visual experience within their live DJ sets became a reality. They controlled everything from the music to the lighting, the visuals to the staging. They didn’t just create music, they created experiences. Daft Punk became a brand. They had a unique visual style, and a tone of voice that had never been seen before in the music industry. They had artistic direction in everything from shape to colour usage. Everything was designed to give their audience a complete brand experience. Daft Punk were no longer humans, they were robots from the future.
Daft Punk kept very tight control over their image and were never seen in public without their iconic robot masks. Even the way they moved was thought through. They created a strict set of rules and really defined what it meant to be Daft Punk. On a number of occasions they turned down huge opportunities, such as rejecting various offers to work on a Madonna album. They were passionate about the freedom to control their vision. It was more important to them than making money.
Daft Punk’s biggest achievement came in the form of their live shows, notably in 2007, which were described as ‘the best live shows in the world’. Their shows looked like something you would see a hundred years in the future, pushing the capabilities of digital to a whole new level. The direction of their visuals was technically stunning, with an incredible attention to detail.
As creatives, we are constantly trying to push boundaries and create a personal relationship with our audience. We strive to create something that is unique, something that provokes a powerful reaction, and something that will always be remembered. Think back to your favourite cartoon when you were a child, or the first time you had a crush on someone; you were connected emotionally, and it’s an experience you will never forget. A great brand should make that same connection with its audience.
So how can we, as creatives, think in the same way? What role can technology play in creating relationships between a brand and it's audience? Find out in part 2...Tweet
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