The word “Generate” is synonymous with one powerful idea: energy. Inherent in the word’s meaning is the concept of production – to generate is to create, to provoke, to spark. To give life to something where there was nothing. It’s the quiet pulse of a single sound wave building upon itself until it becomes a giant wall of resonance; or a single pinprick of light getting brighter and brighter until it blooms in a blinding, all-encompassing glow.
This music video for Eric Prydz is a surreal journey of generative transformation through light and sound. As the song builds upon itself, gathering steam as it progresses and becoming more and more highly charged, so too do the visuals build, playing the edge of perception, illumination, and the life-force energy of the music’s throbbing pulse.