Aphex Twin has gone to characteristically cryptic lengths to generate buzz for an upcoming announcement. The British DJ and producer’s logo has appeared on billboards in Los Angeles, Berlin, Bristol and London – and based on Novation‘s social media activity, the gear manufacturer is involved somehow.
Novation shared images of the billboards via Facebook, Twitter and Instagram. In the post captions they included the aforementioned locations along with a date: October 20th, 2020. They have yet to reveal what might come on the day in question.
Intelligent Dance Music
A partnership with Aphex Twin (real name Richard James) certainly lends credibility to Novation. The enigmatic artist introduced experimental elements to the electronic music landscape throughout the ’90s with albums like Selected Ambient Works 85-92 and I Care Because You Do. In the process, he helped put Belgian label R&S Records on the map and was dubbed “the most inventive and influential figure in contemporary electronic music” by The Guardian‘s Paul Lester.
In more recent memory, James teased his Grammy-winning 2014 album Syro with a blimp emblazoned with his logo that flew around London. His releases themselves often arrive in unconventional ways as well; in 2017 he released a 12-inch record exclusively available at Todd Osborn’s Technical Equipment Supply in Ypsilanti, Michigan.
Aphex Twin fans can look out for Novation’s upcoming announcement by following the hashtag #WeAreNovation on Facebook, Instagram and Twitter.