Our tastes are some of the greatest indicators of who we are – the films we watch, the clothes we wear, etc. What we choose to entertain ourselves with is a reflection of our personality. As a brand that has shunned conventional watch industry standards since 2012, SEVENFRIDAY understands the need to stand out and stand up for who they are. Its industrial avant-garde watches aside, SEVENFRIDAY’s love for all things different has led to several global lifestyle elements. From a bistro lounge that doubles up as a watch gallery in Jakarta, to a full-on punk rock gig in London, SEVENFRIDAY has embodied the philosophy that different is better.
This year, the brand delves deeper into the world of sub-cultures and music, presenting SEVENFRIDAY LIVE, an experience like no other. A music experience for the discerning tastemaker, SEVENFRIDAY Live was born out of the same passion for music that one can find in underground secret gigs – a do-it-yourself attitude laced with a rebellious streak for all things commercial. Kicking off the inaugural experience in Singapore, SEVENFRIDAY Live saw Singapore’s most underrated musical export Xhin (pronounced “sheen”) take the stage.
Best described as a “sound futurist”, the multi-instrumentalist has dabbled in several sub-genres from progressive metal to minimal tech and played in high-profile clubs all across the world. Xhin’s set took guests into the industrial world of distortion and electrical riffs, a reflection of SEVENFRIDAY’s unique design philosophy.
Alongside Xhin onstage was local singer-songwriter Anise on her violin, bringing a unique live experience, by fusing progressive metal with jazz, classical and electronic elements. In a set that showed off the diverse influences of both artistes, Anise proved that the violin need not be pigeonholed to classical music.
SEVENFRIDAY Live was inspired by founder Daniel Niederer’s love for music. “Music is, in my opinion, one of the most emotional artforms, with different styles appealing to different moods and/or personalities. It can easily unite people of different cultures, religions and races and is a possible powerful tool to spread a message of freedom.”
At the transformed Cherry Discotheque, SEVENFRIDAY Live also saw the artwork of visual designer, FrankNitty3000, bringing guests on an alternative journey. Pushing the boundaries of conventional norms, Frank describes his artwork as the “deformation and juxtaposition of familiar existing still imagery” that has been given a second moving life.
The visceral experience of senses is just the first step for SEVENFRIDAY Live. In taking SEVENFRIDAY Live on a global tour, the brand hopes to bring together fans of the brand and immerse them in the ever-bold world of music. As SEVENFRIDAY believes, “Show me, don’t tell me.” What other form of passion is as hard to describe as the love for music? So show us, don’t tell us what the reflection of your personality is.
ABOUT XHIN
Xhin (pronounced as “sheen”) has been crafting ominous cuts of cutting-edge electronic music since 1997. Building a forte in sound design, he is best described as a sound futurist. His identical rhythmic structure and compositional techniques which incorporate elements of techno, tight sub bass, ambient and IDM delivers a hint of chaotic soundscape amidst artistry. Xhin is now signed to Berlin-based techno label, Stroboscopic Artefacts to release his dark, intense and experimental side of things. This will be yet again the beginning of an old new direction for him to explore and experiment sounds even deeper for his future releases.
ABOUT ANISE
Singer-songwriter Anise writes about her hometown Singapore and the heartbreak her situation sometimes brings; and occasionally also about the rough terrain of love and loss. Her soft vocals have been described as ‘feathery’ and ‘misty’, and her stage presence lures the audience into her cocoon of nervous energy. Anise pairs off-kilter chords with tender lyrics and poignant storytelling into her songs.
ABOUT FRANKNITTY3000
Starting his dynamic career in The Netherlands, Frank graduated from the esteemed Design Academy Eindhoven in 2005. In a few short years, Frank has developed a unique visual aesthetic and fervent enthusiasm in all of his work. He has worked in Europe, Tokyo, creating films and ads for brands like Adidas, Reebok and Heineken. Frank’s work can be described as vibrant & energetic yet poetic at times. His experience with short and long format as well as his technical expertise allows him to push the boundaries of conventional norms. He is a multi-faceted talent with a keen eye for detail and polished execution.
