Music, dance and other pleasurable experiences ignite magical waves of emotions. Everyone has gotten the indescribable feeling of listening to a new favorite song or seeing impeccable choreography for the first time at least once in their lifetime, some more than others. It often produces goosebumps on the skin and a tingling sensation lasting only minutes. This term is called frisson.
What if a group of people combined music and dance resulting in many people experiencing frisson? The band “Jungle” is a British electronic music project founded in 2013 by Josh Lloyd-Watson and Tom McFarland. Jungle’s music can be described as a ‘70s influence with an infusion of soul, funk, electronic and pop. Their latest album, “Volcano” has grown in massive popularity after their music video for “Back On 74” went viral. Back On 74 was a part of a series of music videos released last August to form their final project “Volcano- A Motion Picture By Jungle”.
The Music videos consist of over a dozen dancers with choreography by the very talented, Shay Latukolan. One dancer, in particular, has been in the spotlight for his massive presence in the music videos and his obvious skill and emotion displayed through dance. Will West can be seen in the music videos as one of the main storytellers. The videos all correlate to one another to form what seems like a theatrical rollercoaster.
The “Back On 74” music video started a trend on TikTok of people attempting the choreography. It even inspired non-dancers to participate in the trend due to their admiration for the choreography and dancers. Jungle’s fame rose eventually leading up to their performance at the BRIT Awards. What was special about the performance was that they brought out the dancers from their music video to perform a slightly modified version of the “Back On 74” choreography. The performance was nothing short of grandiose just by hearing the crowd’s reactions.
A massive collaboration between Jungle and the clothing brand, Gap, has surprised many people in a rather intriguing way. The collection from Gap, “Linen Moves,” isn’t like any other collection a fashion brand has done before. The first promotional aspect of the collection is a short video where the dancers from Jungle are showcasing the movement of the pieces with the song, “Back On 74”, playing in the background. The website also displays each clothing item available to customers but instead of the traditional pictures that can sometimes be misleading, they have the dancers moving in the pieces to convey the flexibility of the linen clothes. This concept is very smart in that people draw some familiarity, just like a celebrity promotion, with Jungle and their dancers. They also realize that linen garments are meant to be very flexible and flow with movement so having dancers almost “test out” the clothing is a great way to show transparency to the customers.
Jungle’s music and dance have not only created a unique and enjoyable experience for their audience but have also inspired many to participate in their trend by attempting the choreography. The seamless collaboration between Jungle and Gap in promoting the “Linen Moves” collection has proven to be an innovative marketing strategy that showcases the flexibility of linen garments.
It is fascinating to see how music and dance can bring people together, create emotions and inspire creativity. Jungle’s music and dance have undoubtedly set a new standard in the music industry, and we can only expect more incredible performances and collaborations from them in the future.
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