AVART Collective has released Persuasion - a 4:23 audio and video project and the latest “out of the ordinary art experience” from the group of London-based artists.
“Persuasion is a bit different to what we have done in the past in that it incorporates video and additional elements into the presentation.” said E-Po, a member of AVART. “For example, MONSTER (an earlier project released by AVART) used photographs as its main medium. Persuasion incorporates video, photography and an abstract use of words to evoke emotion.”
Persuasion, which can be experienced now at the website www.avartcollective.com, addresses the news media and the messages that people are bombarded with on a daily basis. The project uses music and lyrics in addition to visual elements to round out the production.
“We often address relevant issues in our lyrics. Things that people may be slightly aware of but are not at the forefront of the mind” remarks Mic'Knight of AVART. “Our content consists of real issues in the very real world.”
AVART (Audio Visual ART) Collective is a group of creatives consisting of ddubble, (E-Po and Mic'Knight) who are established London Hip Hop musicians and spoken word artists and Leon Cato, London and New York-based music, portrait and fashion photographer. The group also works with various producers and DJs.
The black and white, high contrast and gritty visual presentation of Persuasion provides an underground, almost reclusive aesthetic. “This was done intentionally – almost to say, we are broadcasting from underground outside of mainstream media to let you know what's really going on”, says Leon Cato, member of the collective.
Persuasion was shot in Cato's home in South London using the Canon 5D DSLR camera. The music and recording of ddubble's lyrics are courtesy of Chris Lucas of Arun Productions from Bristol.
“Persuasion is consistent with work that we are putting out. We are constantly going to introduce new ways to evoke emotion through our projects while not getting caught up in the creative trend of the moment. This project once again says 'Here we are willing to do something different' and shows that we are going to plunge into whatever media allows us to express ourselves.”
