Traversing the quiet fields of rural South Korea, through to the city lights of
central Tokyo, “MACHINA” charts the story of a former K-Pop idol who turned
her back on the factory-like rigours of the mainstream music industry to
pursue her passions as an independent electronic music artist.
Although Tokyo 20XX, MullenLowe’s cultural insights specialism has been acting as strategic partner to Red Bull Japan for their music strategy since the inaugural Japan-edition of the Red Bull Music Festival in 2017, this video marks
the first creative collaboration between both parties.
Directed by Paris-based duo The Bardos, the 12-minute documentary eschews
a conventionally linear narrative in favour of an ethereal bricolage that profiles Yeohee Kim, a.k.a. machìna, and her career to-date, representing the unique palimpsest of places and experiences that can be heard in her current music.
central Tokyo, “MACHINA” charts the story of a former K-Pop idol who turned
her back on the factory-like rigours of the mainstream music industry to
pursue her passions as an independent electronic music artist.
Although Tokyo 20XX, MullenLowe’s cultural insights specialism has been acting as strategic partner to Red Bull Japan for their music strategy since the inaugural Japan-edition of the Red Bull Music Festival in 2017, this video marks
the first creative collaboration between both parties.
Directed by Paris-based duo The Bardos, the 12-minute documentary eschews
a conventionally linear narrative in favour of an ethereal bricolage that profiles Yeohee Kim, a.k.a. machìna, and her career to-date, representing the unique palimpsest of places and experiences that can be heard in her current music.