PR Communication: 1+1 recording project, a co-production of Norient and Sound Development

The 1+1 recording project, a co-production of Norient and Sound Development, aims to produce and document great tracks from upcoming artists worldwide. The project brings together unexpected artist pairings and showcases them to new audiences. The main focus of the project is on urban music from Africa, Asia, Latin America, and the Middle East.

Producing Tracks

In each season, Norient and Sound Development invite three artists (musicians, MCs, DJs, or producers), each of whom is asked to select another artist with whom he or she would like to produce a track during one week. The exchanges can be regional and do not need to include European artists. Season 1 debuted in 2015 with three pairings in Honolulu, Lomé and Cairo.

Documenting the Process

While the artists co-produce their track in one of their hometowns, local journalists and scholars document the production process and the backgrounds of both artists. They publish articles, interviews, podcasts, and video documentaries on norient.com, the online magazine for local and global sounds, media culture, and on other media channels.

Presenting the Project

After the production weeks, the three pairings present and promote the project within their own networks through individual activities, publications, and local release events. In addition, Norient and Sound Development organize a release event in Switzerland, featuring at least one of the three artist pairings.

Background

1+1 was initiated and developed by Sound Development and Norient. Through project 1+1, Norient and Sound Development want to promote and support musicians with distinctive artistic positions and journalists and filmmakers from Africa, Asia, and Latin America by connecting their music, films, and texts to a new audience. The project also gives insight into today’s music production and illustrates production methods in regional and international settings.