The Sound Brewery: the production of electronic music with food

From collaborations come great ideas. Xister, an innovative digital agency from Italy participated in a daring project with Nastro Azzuro Beer called The Sound Brewery. Even though the main idea is to promote the brand itself, the concept goes way beyond expectations when it comes to electronic music.

Involving young Italian music producers, the project aims to explore new ways to create music, notably by using organic food. Water, Hops, Barley and Corn are the primary products manipulated in order to create an audio effect.

The Sound Brewery Project - Nastro Azzurro

The Sound Brewery Project – Nastro Azzurro

The Sound Brewery was a machine that used to produce beer for company until it was turned into a conceptual machine generating music from the ingredients. The products are placed on a designed Chladni-style plate, specifically developed for the machine. Each ingredient manipulated generates a specific sound. Water is being poured onto flat pressed vinyl palettes which creates a liquid record. From corn, hop and barley comes out a drum track and synth lines.

The Sound Brewery Project - Nastro Azzurro

The Sound Brewery Project – Nastro Azzurro

Creativity and innovation are the target points of the project. In fact, Nastro Azzurro  collaborated with Xister to launch a digital platform which offers users the chance to release their talents within different areas including music, media, photography and much more.

A video has been released in order to get a better understanding of the visionary project. The design of the machine, the concept and the collaboration revisits the traditional codes of promoting a brand and offers talented consumers a chance to get out there.

Words: Julia Milet


One Response to “The Sound Brewery: the production of electronic music with food”

  1. I love this idea! So listeners effectively hear what brewers mix during the brewing process. It’s a nice idea. Hopefully we’ll see it in the UK sometime soon.

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