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ABSOLUT

Conjuring Andy Warhol’s Spirit with A-Trak and Absolut

Last month Absolut brought together world-class artists from across the creative spectrum to collaborate during a huge party in honor of Andy Warhol.

Last month Absolut brought together world-class artists from across the creative spectrum to collaborate during a huge party in honor of Andy Warhol. Beyond honoring Warhol, the party was meant to reach out and communicate with his spirit. Working with the Andy Warhol Foundation, Absolut set out to take the artists ethos and run, instead of being tied down to just an aesthetic. Weeks before the party happened, collaborating artist Leif Elggren was meeting with the Warhol Foundation in order to procure possessions from his personal collection to aid in his sound collecting process. He then used these elemental sounds in a live performance in collaboration with A-Trak, under the backdrop of Schnellebuntebuilder's incredible set. The display could best be characterized as a wave of bottles, but honestly, it's best seen on video. The artist collective truly outdid itself, taking the aesthetic concept of repetition and applying it in an unexpected fashion. They incorporated the Absolut bottle Andy helped make so iconic, but what they made was still a piece of work that truly reflected their visual ideals as well, which is all you can hope for in these situations.

The best part of the collaboration was the spontaneity of the performance. While all three artists prepared individually, what happened at the party was ultimately creative chance. Generally a recipe for disaster, these guys handled it like no big deal. Have you ever tried to do a group project without speaking to the group? (I have, I failed.) This was not my 9th grade poetry presentation, and everything went better than planned. While Elggren's EVP machine worked in congress with A-Trak's music to reach out to the spirit of Warhol, the lights and set in turn reacted to the audio feed, creating a unique visual arrangement for this performance only. Before the event, all artists expressed curiosity and excitement with regards to the uncertainty of the event, and how things would play out, all of them citing the crowd as another factor in the equation. While it was never a question of whether people would show up for artists of this caliber, the revelers' involvement truly drove the performance to unexpected heights.

By night's end, the lucky attendees were satiated, and Warhol's spirit reached. Michael Hermann of the Warhol Foundation cites the man himself in the video below, saying that "Art is what you can get away with." Under that microscope, Absolut and the artists they invited got away with a great deal, while contributing to Warhol's continued legacy.