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Creative Corner with Matt Brinkworth

January 2022
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Cardiff, Wales born and Brooklyn, New York-based Matt Brinkworth is Head of Digital at Omnian Music Group.

Omnian is a label group comprising of Captured Tracks, Sinderlyn, 2MR and Manufactured recording and is or has been home to the likes of Mac DeMarco, Homeshake, Widowspeak, JayWood, Wild Nothing, DIIV, Tama Gucci, Kedr Livanskiy, Molly Burch, Locate S,1, Becca Mancari and more.

He is also an Artist Manager and occasional writer. 

Our recent chat with Matt discusses his favourite campaigns and talks about the overlaps between visual creativity and music.

I'M LOVING

Creatively at the moment, I’m loving Lee Martin's work. Lee is a New Orleans-based developer who has been working in the music space for a long time (he was Soundcloud's first US employee I believe).

Lee creates incredible experiences for music promotional campaigns (among other things) that push boundaries and inspire me every time. Last year he developed a web app for the band Waterparks that played new music but at a volume that could only be increased by a high frequency of tweets with the correct #, with the app fighting against the fans and reducing the volume every 500ms. 

FAVOURITE VIDEO

My all-time favourite music video is A$AP Rocky ft Skepta - Praise The Lord (Da Shine).

I wish I could pick more of a deep cut but this video is A+. Dexter Navy flawlessly captured two cities and two cultures with captivating ways of blending them together. A perfect video.

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BEST ARTWORK

I’ve always loved the album art for Ryuichi Sakamoto - Thousand Knives.

Who is this man? Why is he wearing a suit in the bath? Is the lamp and bath combo not an electrical hazard? A cover that asks many questions from a time when you'd have to buy the record to get the answers.

RECENT CAMPAIGN

A recent campaign I’ve enjoyed working on has been Homeshake - Under The Weather.

For this campaign, we worked with Naomi Scott and Jon Uleis to explore the connections between music, mood, and the weather by creating a song recommendation web app that used the real-time local weather of the user and paired it with what we felt would be the most suitable song for the moment.  

BRAND COLLAB

The most recent brand collab that caught my eye was Ghostly x Vans.

Ghostly are my friends and contemporaries in the New York independent label world, and founder Sam Valenti IV is someone I look up to for many reasons. There have been far too many incredible Ghostly collabs, the Ghostly x Analog Super Nt (SNES compatible retro gaming console) where Ghostly artists created the startup sounds being another favourite, however, the Vans collab has to take the top spot. Not just because of the prestige of a Vans collab but because they put such attention to detail into their shoe. 10/10. 

GO FOLLOW

The one artist you should follow on Instagram is NoSo, a phenomenal up-and-coming artist who I manage and is going to set the world on fire.

ICONIC

The most iconic music photograph is Novelist holding up the 'stop killing the mandem' sign at a BLM protest in May 2020. 

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