CNTRL Beyond EDM Tour - Graphic Design & Branding
"CNTRL is what America needs right now: an effort to reconnect the electronic dance music movement with its history, without forsaking either innovation or imagination." – Philip Sherburne, SPIN.COM
Electronic music innovators and world-leading DJs RICHIE HAWTIN and LOCO DICE completed a music and technology tour of Canadian and U.S. colleges in 2012, taking the history and the future of the platform to the very people who could well be the next generation of producers, DJs, technology innovators or simply advocates of the sound that is sweeping the continent after 20 years of trying. The tour took place in over 15 cities across the eastern part of North America.
The tour, called CNTRL: BEYOND EDM - ELECTRONIC & TECHNO(LOGY) BASED MUSIC, was a groundbreaking North American college tour combining educational daytime lectures on music technology presented by DUBSPOT in some of the leading universities and colleges, followed by an evening of electronic music with RICHIE HAWTIN, LOCO DICE, EAN GOLDEN from DJ TechTools and their touring guest DJ's.
“Music at your fingertips” was a theme captured in the branding, which was designed to encapsulate the interface between the unique individuality of each musician and the electronic outlets they use to create music.
The Daytime Lectures
CNTRL also features special guest speakers in each city during the daytime lecture programming, including Tiga (Nov 5, Montreal) and John Acquaviva (Nov 6, London Ontario) with more to be announced. The events focus on the techno and technology aspects of modern-day electronic music, presenting the more futuristic and underground side of the genre, as championed by HAWTIN and DICE and their peers for the last two decades.
Central to the CNTRL concept are daytime seminars in the colleges to inform and inspire people about technology, music production, live performance, and the business of electronic music and are presented by world renowned electronic music production and DJ school, DUBSPOT.
The Night Events
All DJs performing on the night participate in the master classes by day, and CNTRL invites local DJ / production / industry pioneers from each region to also take part in the events. CNTRL is a future thinking session but also ensures the students leave with a deeper understanding of how the genre developed to where it is today. The event then ends with a low-ticket gig at a venue near campus, giving the students a chance to experience the artists in action.