It's been quite a while for me lunchers, but with a new year comes a new Freddie. And this year, I'm focusing on branding. Not only for myself, but the creative ways industry elite and up and coming pop culture figures have done so for themselves. Just when I was out, they pulled me back in.
In the always eerie working gap between Thanksgiving, Christmas and New Years (seriously why don't we just take the whole month of December off already!) I had a chance to check out a gritty, intimate and what I assumed would be typical lump of bands play at the homely Pine Box Rock Shop bar in Bushwick, Brooklyn. After my stint with brooklynexposed.com I was invited by the good people at Go Team Go! PR for some complimentary drinks, a show and cupcakes. And who am I to ever turn down cupcakes?
What I found was a somber, yet expressive gentleman from Israel who goes by the name of Juviley. Dressed in his Bushwick best, Juviley was timid yet approachable when taking the time to meet his audience personally and greeted me with a copy of his latest record, Our Choices Rhyme which is available now.
Accompanied by Huong Ngo, at times on xylophone and at times not, Juviley performed an interesting blend of spoken word and indie pop songs while playing guitar. His predecessors for the night, No Sky God and Infinity Hotel and Yoni Gordon were met with a standing crowd, Juviley shifted the atmosphere as I found many front row audience members seated on the floor. In between songs, Juviley took the crowd intimacy aspect of his performance to another level playing trivia games and handing out t-shirts to winners.
But the dive bar scene isn't the only thing Juviley is changing. He flexes his engineering muscles as Our Choices Rhyme is not only a record, but doubles as a video game available for play on his website! Minimalist, yet fun seems to be a recurring theme with Juviley as the first level of the game involves catching 40 ghosts using your mouse in a limited amount of time while listening to the track "Young Mother". Juviley, obviously no stranger to the thrill of multimedia experiences, simplifies this trend (which is not as popular as it should be) and leaves a stylistic trademark with this uncomplicated and clever combination.
The instructions read: 1. Click anywhere to find the ghosts. 2. Click on ghosts to score points. Not only did he find an inventive way to promote his album, he probably saved a boat load of money on a tech writer!
Juviley's creative use of branding has inspired me, lunchers. These days in the music industry, it takes a lot more than just an opportunity to keep yourself afloat and relevant. Because opportunities seem to literally be at our fingertips with the help of the internet. As niche markets become smaller and smaller, it becomes more and more important for all musicians and entertainers to take the time and carve themselves out of the over-saturated market. And with such a creative 'choice', Juviley is well on his way to climbing to the heights of the indie music scene.
I won't spoil the fun of the game or the fun of the music for you, I'll simply say click here to play and find out more about Juviley. Also, I couldn't get past level 1 (I'm a writer, cut me some slack!). But high score players had this to say: "this was a very interesting experience" and "great music and what an awesome idea to distribute it".
Awesome idea indeed! Somebody get this guy an app deal!
Juviley's "Our Choices Rhyme" is available now in physical and digital release. Click here to purchase this indie treasure!
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