Directed by Alec Sutherland.
In December of 2010 Burn Energy Drink (A Coca-Cola Brand) put out a call for treatment submissions for a series of web films they were commissioning. Having recently worked with the young producer/MPC (Music Production Center) savant Araabmuzik, Director Alec Sutherland was inspired to create an installation that could be a real time, visual articulation of Araab’s actions on the MPC. The treatment for this idea was submitted and selected by Burn. The shoot lasted two-days: the first spent documenting Araab in everyday situations accompanied by audio excerpts from a candid interview. The second was spent at Broadway Stages in Greenpoint Brooklyn, building the light setup and finally, recording Araab’s performance. This film has been completed for months but we were unable to release it do to Burn’s brand repositioning. Recently, they gave us a choice: release the film now on your own, or wait until August when Burn/Coca-Cola will put their corporate weight behind it. We have decided to release it now because we would like people to see it as something other than an advertisement. Thank you and we hope you enjoy. – FreeOnSmash