Would you ever go to a specialty ice cream shop and order yourself a cup of plain vanilla? I sure hope not, but if you ever try to, please, for your sake, add some toppings. When you are faced with that choice between simple and simply fabulous, my advice is to go with the more exciting option. And if there is anyone who would back me up on that statement, it would be the founders of W+K Tokyo Lab.
W+K Tokyo Lab is a music label spun off by the famed advertising agency W+K Tokyo. The creative effort was bourne out of a devotion to the concept of crafting well-balanced hybrids. Through unique mixes of music, visuals, and other forms of creative expression, W+K Tokyo Lab spreads ideas conceived in Japan to arts addicts throughout the rest of the world. The label’s roster of artists is steadily evolving, but Jemapur, one of the newest additions, has earned a spot at the top of the list.
In 1986, Jemapur was born into a family of classical music enthusiasts. He began playing the piano as a young child, and by the age of 10 he established his own musical style. Now skilled in the art of digital composition, Jemapur creates tracks that are highly evolved but rooted and classic tradition. With its focus on progressing the notion of hybrids, it is no wonder W+K Tokyo Lab picked up this electronic artist.
What is most appealing to me about Jemapur’s songs is the disjointed sense of refinement that they project, when combined with digital imagery. For an example, watch the teaser below. Like your favorite toppings on a scoop of vanilla ice cream, each one is a case in which Jemapur’s simple sounds give way to a simply fantastic experience.