» Bookmark Us \\ Home

The Craft: Technology and Art Work in Harmony

By Rich Thomas

The Craft: Technology and Art Work in Harmony

In a technologically democratized world where information and artistry frequently find themselves on a collision course, the processes by which creators manifest their vision has become an intriguingly popular topic of discussion. How do you make the music you make? Why do you do it? How do who you define what you do?

The Craft is a groundbreaking series that explores the highly personal and ever-changing motivations that make up an artist’s creative process. Shot, edited and designed through the eyes of a team with extensive knowledge of graphic art, motion design, and music-making, the show is more than just simple studio pieces that highlight the latest software and equipment. The Craft digs deep to mine the singularities unique to each artist, and for many, the studio is just the beginning. Viewers are treated to intimate portraits of cutting-edge, world renowned artists like edIT (of The Glitch Mob), DJ Heather, Kaskade, and Aloe Blacc, all set to a soundtrack that highlights some of their finest work. These aren’t your standard four-minute profiles stuffed with canned questions and stock answers, and you don’t have to be a bookish train spotter to appreciate the content. Each interview thoroughly examines the artist’s influences and surroundings, and as such, each video embodies a look and feel in line with its subject.

“For a show like this, you have to have almost unrestricted access,” says The Craft creator and executive producer Trevor Smith. “It’s a very, very personal thing. You have to get a lot of shots in a lot of different environments, so picking the artists has a lot to do with how much they’re willing to give us.”

Whether its following producer/remixer Kaskade through the sonic exploits of a long night out—interspersed with actual behind-the-scenes club footage—or exploring the Los Angeles neighborhood of emcee and multi-instrumentalist Aloe Blacc, The Craft is rich with images and information. Additional interviews with artists close to the subject not only provide additional insight, they serve as alternate sources of information for viewers looking to expand their musical knowledge.

Artistic visionaries in their own right, Smith and his crew—executive producer Stephanie Luciano-Smith and producer/editor/director of photography Mat Lucas—infuse The Craft with a vivid, fast-paced visual aesthetic unlike any other show out there.

“I think The Craft is a very different show in the sense that Trevor is very tapped into the artist that he’s spotlighting,” says edIT. “This goes beyond the typical research on Google and Wikipedia. Trevor knows the essence of his subject. He also knows how to portray his subject in a way that captures the true spirit of artistic process. This is something that money can’t buy, and it’s something that hours of research on the internet cannot replicate. It also helps that he’s got insanely sick graphic design chops.

Explains Smith, “My hope with these episodes, over time, is that watching them will help us and everybody connect the dots in terms of how similar and yet different the creative process can be within the world of music. We definitely like to talk about what gear they use and what they do, but ultimately it’s about how they use it that determines what comes out of it. It’s the idea that the whole is greater than the sum of its parts. Understanding where creativity comes from is the essence of breaking down music.”

The creative process is one of the most intriguing and enigmatic stories that can be told about an artist. Uncompromising in its detail and vibrant in its execution, The Craft puts you inside the heads of these imitable music makers. If you’re a casual music lover looking to experience something new and fresh, this show is a perfect stepping stone into the world of cutting edge music.

If you like The Craft, you might be interested in reading about 20 Unique and Weird Musical Instruments from Around the World.

Rich Thomas, born and raised in L.A., has interviewed everyone from Yoko Ono and Chuck D to Billy Corgan and The Prodigy. A Raygun Magazine alum and regular contributor to monthlies like URB, EQ, and Flaunt, he’s spent the last 11 years spreading the gospel of independent music to all who’ll listen. @TheLandfill

>> Back to Top

Must Reads 5/21/2013