At one of our recent inspiring in-house sessions, we had Entropico, a creative agency working primarily in film and copywriting set up by two writers (Sam Egan and Erin Moy) and a filmmaking DJ (Harry Hunter) tell us their story.
Here’s the Entropico journey in Erin Moy’s words
After a few small-budget music and fashion projects, Entropico started to take on film production work outsourced from agencies including The Projects and Bespoke.
Their first high profile project came through Future Classic, who were working closely with Erin in her role as music editor at Pagesdigital. They had a modest budget for the music video for Touch Sensitive’s ‘Pizza Guy’ and a very tight deadline, but – like everyone – wanted big traffic.
With restricted means and a need to please, they decided to use Touch Sensitives label mates (and their fan bases) as the talent (and distraction angle) for the clip. Cameos from Flume, Chet Faker, Nicky Night Time, Jagwar Ma and Nina Las Vegas made a simple concept, shot super quick into a well-loved and well-trafficking clip that was named Rage Indie of the Week, Channel V Ripe Clip of the Week and FBi Clip of the week.
Success. They wished they had a bigger budget for some really slick camera and lighting gear and crew. But they’ll come back to that later. ‘Pizza Guy’ became somewhat of a calling card for Entropico. People recognised them for it, and plenty more music video commissions started to roll in – and the budgets started to increase.
Working collaboratively with Bashful, Entropico has recently developed the DANCE campaign for Fuzzy’s Listen Out festival. The idea? Listen Out strips away all the frills and festival lemons to deliver a festival purely dedicated to electronic dance music. And when that music is good, there is no resisting the urge to DANCE.
The hero vid of this campaign relies equally on its simplicity and intentional street documentary film work and on the drive of its soundtrack by Zhu, an EDM artist pushing the right amount of radio play and the right amount of Internet mystery. They also developed a simple social media meme angle for Listen Out in placing ’DANCE’ over appropriately framed imagery – A kitten jumping, Bruce Lee gearing up to fight, Tony Abbot animated in Parliament.
As well as working with Fuzzy for Listen Out, Field Day and Harbourlife, Entropico is engaged with the majority of Australia’s electronic music labels: Future Classic, Modular (Their clip for Beni’s latest single ‘Protect’ will drop soon), Astral People, One Love and Ministry of Sound.
These artists have great International profiles due to the pan-Global nature of the dance music scene, particularly in terms of club sampling and the blogosphere, but the labels are no longer able to back their singles with the budgets that they were allocating 10 (or even 5) years ago. They have captive audiences waiting with bated breath for new content. Lifestyle media is hungry for content that can namedrop them in the headline. Their social media channels amass big followings. And they’re great talent.