Swiss Haute Horlogerie manufacturer Audemars Piguet is delighted to announce the second episode of its inspiring music series 180. Composed of five episodes, each captured by a different film director, this miniseries retraces the unconventional challenge Audemars Piguet set to selected rising music artists. Their mission: go beyond their comfort zone and create an original collaborative soundtrack blending different creative universes.
These encounters, which will be diffused from November 2020 to April 2021 on the brand’s social networks and website, align with Audemars Piguet’s relentless quest to push talents further to create the extra-ordinary and touch people’s heart. A song, a performance or a hand-finished mechanical watch not only convey emotions, they reflect the creative process, passion and talent of the numerous individuals who worked together. By encouraging rising artists to explore different territories and stretch the boundaries of music, this miniseries contemplates the personal and collective challenges of creating together, while bringing audiences one step closer to the roots of creativity.
This music activation is launched as part of Audemars Piguet’s music programme debuted in 2019, through which the brand creates bespoke and unique music experiences for all music lovers.
Second episode: “Come Around”
For the second episode of 180, entitled “Come Around,” Montreal-based cinematographer and director of Sixteen Pads, Patrick Antoniewicz, dives deep into the creative process by capturing the playful encounter between music artists Betta Lemme and THe LYONZ. Right in his element, Patrick has produced many music videos in collaboration with a variety of artists including Imposs, Corneille, Rymz and Laurence Nerbonne. However, Patrick met a new challenge for 180: to capture the spontaneous collaborative process of artists from different music backgrounds. The selected artists who had never met before were given two days and complete carte blanche to create and record an original soundtrack together.
Musician, singer and songwriter Betta Lemme, who was propelled onto the international stage with her certified gold debut “Bambola” (2017), takes inspiration from the orchestral pop from the 60s, the 90s dance music as well as from the eclectic universes of music artists such as David Bowie and Missy Elliott. Having for mission to create “beautiful songs” for people “to dance or cry to,” she produces melodies and lyrics as well as dreamworlds speaking to the heart.
In contrast, the musical style of music group THe LYONZ blends hip hop and electronic music through heavily processed synthetic layers, shifting drum patterns, treated instruments and melancholic verses. Since the release of their debut album Peace Beyond The Pines (2015), the duo has performed in numerous venues throughout Canada and released a variety of singles and albums.
The encounter of Betta Lemme and THe LYONZ results in a surprising universe where musical instruments and voices are mixed electronically in a harmonious composition sparking emotions. Going beyond music, the episode highlights the core principle shared by Betta and THe LYONZ: to create first and foremost for fun!
“I accepted to do this project because I thought it would be interesting to put two total strangers, two artists in a room and see what they came up with, like a fascinating social experiment, if you will. And that’s exactly what it was.” – Betta Lemme, Musician, singer, songwriter
AP & Music: A long-standing relationship
Over the years, Audemars Piguet has fostered creative synergies between Haute Horlogerie and the world of music through collaborations with experts in the field. In 2006, the Manufacture embarked on an 8-year research programme with the Swiss Federal Institute of Technology in Lausanne (EPFL) and a host of experts, including musicians, to recover the acoustic tonality of 19th-century watches.
The Manufacture has also nurtured long-standing relationships with music artists, including Jay-Z (2005) and Quincy Jones (2009), who share the Manufacture’s values such as technical mastery, precision and a taste for innovation.
Furthering its engagement in the world of music, Audemars Piguet became Global Partner of the Montreux Jazz Festival in 2019, after participating in the Montreux Jazz Digital Project. This massive project, started in 2010 and orchestrated by the Claude Nobs Foundation in collaboration with the EPFL, enabled the digitisation, restoration and preservation of the Festival’s entire sound archives, acknowledged by UNESCO as part of its “Memory of the World.”
Today, Audemars Piguet takes these collaborative partnerships a step further by putting rising music artists to the test, while offering unique music experiences to varied audiences.
“Music creates unique emotions and brings people together, it touches our souls. Music has always been part of AP’s history and this series is a new chapter for us. We want to keep fostering a wide range of talents in order to create extraordinary experiences.” – François-Henry Bennahmias, Chief Executive Officer
Stay tuned to discover our selected talents’ sonic journey to exciting creation!
“Born in Le Brassus, raised around the world.”