The K-Music Festival 2024 - No-Noise by the Seoul Metropolitan Traditional Orchestra
As part of K-Music 2024, Gwang Gwang, Geong Geong by SMTO fused tradition and modernity at the Purcell Room. Led by Lee Il-woo (Jambinai) and Sung Si-Young, this groundbreaking performance was captured for the Korean Cultural Centre’s digital strategy.
The Concept
Gwang Gwang, Geong Geong merges traditional Korean sounds with post-rock influences, delivering an electrifying auditory journey. The performance, held at the Purcell Room at Southbank Centre, was inspired by the ‘Gwangjang’ or town square, a symbol of unity and expression. TODDCS was part of the Korean Cultural Centre’s digital strategy to capture and convey the visceral experience of this groundbreaking performance, spotlighting its fusion of cultural heritage and modern soundscapes.
The Execution
To encapsulate the power and emotion of this event, our strategy incorporated:
Filming Highlights Video: We crafted a highlights reel that showcased the ensemble’s dynamic range. The video opens with footage of the instruments and builds into clips of Gwang Gwang, Geong Geong, bringing the energetic atmosphere of the performance to the screen. Slow-motion captures of the intense percussion and soulful piri melodies provided viewers with a visual sense of the music’s complexity and the players’ skill, bridging the experience for online audiences.
Audience Reactions: Post-performance interviews with attendees captured their awe and excitement, highlighting the music’s unique impact. Audiences described the music as transformative, praising the fusion of sounds and the way No-Noise translated the spirit of a town square into a musical experience. These testimonials added a human dimension, allowing future attendees to see the profound effect of experiencing this music live.
Event Photography: Our photography captured the essence of the evening, from atmospheric shots of the Purcell Room’s lighting to close-ups of musicians in action. Photos of the piri, taepyeongso, and daegeum (traditional Korean instruments) were visually striking, helping to celebrate and showcase Korean cultural elements on a modern stage. These images were shared across social platforms, providing a lasting impression of the event and driving engagement.
Members
Sung Si-Young(Artistic Director) | Piri, Taepyeongso
Lee Il-woo | Guitar, Piri, Taepyeongso, Synth
Hwang Min-Wang | Percussion, Vocal
Lee Na-Rae | Daegeum
Yoon Ji-Hyun | Gayageum
Lee Ah-Young | Saenghwang, Piri, Taepyeongso
The Impact
Amplified Visibility for K-Music Festival and No-Noise: The highlight video and images attracted significant online attention, positioning No-Noise as a must-see act within the festival lineup and beyond. Views, shares, and comments surged on platforms, broadening awareness and inviting new audiences to experience the captivating world of Korean music.
Enhanced Audience Engagement and Cultural Connection: The artist interviews allowed audiences to connect with No-Noise on a deeper level, while audience testimonials inspired prospective viewers to seek out tickets. This combination of personal insights and audience responses fostered a sense of community around the event, drawing a bridge between the performance’s cultural roots and its universal appeal.
Expanded Reach Through Documentation and Content Creation: The visual content documented this performance for the festival archive and future marketing. The images and video assets continue to serve as powerful promotional tools for the K-Music Festival and No-Noise, enhancing the cultural landscape’s visibility and providing future audiences with a glimpse of what’s possible in Korean traditional and experimental music.
