Reading Room: How Dentsu Lab Tokyo Is Rewriting the Music Video

“Sugano admits that working with musicians is different to commercial briefs but allows the agency to use technology in way that’s important and interesting for the agency overall.’The common aspect to both of these was the sense that they were a joint creation of works that involved collaboration between artist and creators and not just a simple commercial relationship. We at Dentsu Lab Tokyo are a team that researches and develops technologies and expressions through implementing actual production projects. While Björk and Brian Eno are artists with totally different personalities, they are both pursuing the aesthetic fusion of new technologies and expressions,’ he says.”

By Charlotte McEleny