Music has the power to change your mood in an instant. A favorite song can turn a bad day to smiles. A sad song can stir buried memories. These are changes we feel, but what if they could also be seen?
Digital music discovery service eMusic connects sight, sound and feeling with the creation of the eMusic Electromusical Energy Visualizer (3EV). Employing Kirlian camera technology in a photobooth environment, the 3EV provides a visual representation of our reaction to sound. Attendees of this weekend’s Pitchfork Music Festival will have the opportunity to test out the 3EV on-site. While listening to a soundtrack from Pitchfork performers through headphones, visitors will view a visual representation of their aura based on their metaphysical response to the music. On their way out, guests are encouraged print and share photos of their experience through their social networks.
We spoke with eMusic’s Editor-in-Chief J. Edward Keyes to get the scoop on the 3EV, and learn about the role music discovery has played in his own life.
What interested you about music journalism? How did you get your start?
I took kind of a circuitous path to music journalism, honestly. I actually went to Philadelphia College of Bible – now Cairn University — with the aim of being a youth pastor. The short, pithy version is that, right around the time I was set to graduate, I lost religion and found rock and roll. I was lucky enough to get an internship at the Philadelphia Weekly shortly after I graduated and started writing for their music section. I kind of built my career from there.
How did you come to be Editor-in-Chief at eMusic?
I started at eMusic in 2005 as Production Editor and worked my way up. I was lucky enough to work with both Yancey Strickler and Michael Azerrad, who gave me tons of opportunities to grow as both a writer and an editor.
How did eMusic first get involved with Pitchfork Music Festival?
We’ve been involved since the first Pitchfork Music Festival in 2006. We covered the festival editorially and created a sampler of the artists playing.
How has eMusic’s partnership with Pitchfork Music Festival grown over the last few years?
This year, we’ve focused on creating a much bigger, interactive and social experience at the festival. We’ll still be doing editorial coverage, and will be posting updates, interviews, and some pretty cool videos to our blog (www.eMusic.com/17dots).
We also created a new, free music sampler available for eMusic members here. (http://www.emusic.com/listen/
#/music-news/review/album/) various-artists-emusic- pitchfork-music-festival-2012- free-sampler/:
Where did the idea for the 3EV experience come from, and how was eMusic able to bring that to fruition?
The 3EV experience is part of the eMusic Explorations (http://www.emusic.com/listen/
#/startexploring/) campaign. We’ve been creating unique and fun ways for people to connect with music on a deeper level and appreciate the story behind it.
eMusic Explorations began in December of 2011 with a series of films the explored how the music of innovative artists stimulated the minds of listeners in really unexpected ways. 3EV is the first live musical exploration, and we’re excited to bring it to life at the Pitchfork Music Festival.
What does the 3EV music experience mean for listeners at Pitchfork Music Festival, and music fans in general?
What I love about the 3EV is that it plays on an idea that I firmly believe in – that music really impacts your mood, attitude and outlook. I view the booth as a fun extension of that idea – it lets you actually see the ways the music you’re listening to is impacting you.
In your opinion, why do you think it’s important for music listeners today to expand their horizons?
Because who wants to listen to the same thing over and over and over? We’re living in a time when literally any style of music you could possibly be curious about is available to you. Getting out of your comfort zone and listening to as many different kinds of music as possible expands your horizons – it can change your perspective and expectations, it can introduce you to new musical ideas, and it can even change parts of your life. That’s actually one of the things I love most about working at eMusic: being lucky enough to be in a position where I can say, “Here’s an album I really love, and that I think you’re going to love, too.”
Find out more about the 3EV experience at eMusic.com/StartExploring.