Two of the most talented personalities in Danish music have joined forces in the woods – or in a cabin to be exact. With only 48 hours available, ANYA, the RnB artist who opened Bøgescenerne at Smukfest this year, and ELOQ, music producer and electronic artist, have taken up the challenge of creating a new track within the given time limit. This challenge, and cabin-visit has resulted in their new track ‘Cash Flow’, released with a video recorded in the cabin, which we have featured below.
It has been praised as one of the best and most beautiful music videos released in 2015, and the track ‘Cash Flow’ has been called a new-way of collaborating, and challenging yourself as an artist. It has also been sponsored by Pepsi Max, and promoted by VERY, which might be the reason for the immense amount of positive quotes about the collab-project. From my perspective, that has to be one of the reasons at least.
I do not want to sound like all negative, but I expected a better result from this collaboration. I expected a better single; maybe even something so new and innovative that I didn’t even knew I wanted it in the first place. I know they have only had 48 hours to write, produce, record and create ‘Cash Flow’, but when you combine the financial muscles of a world-class brand, and the artistic powers of two talented artists, I honestly think you are more than allowed to expect great things. When the result is of a mediocre quality, it just disappoints more than what might be fair. It is not bad at all, it is just seen before.
In a time where sponsored live performances, -music videos, and –music productions are being used all over the world, by all of the big brand-leaders from a vast number of industries, it is essential to create something, which can bring both artist and company some buzz. Therefore, the result needs to be innovative, a great story and of top-notch quality.
I can see how the 48-hour time limit in this project gives something positive to the story, but it is simply not enough – neither are some blue visuals. Why didn’t you guys include the story in the video – a story of being trapped 48 hours in a small cabin with a complete stranger, having to create something together musically? It is the small things that eventually make or break it. I need some small things.
To sum up, this is not a bad video, nor is it a bad project by Pepsi. It just didn’t work out as an innovative project in this case. I really love the idea of major brand-leaders buying in on musical projects, but next time split the focus fifty-fifty between wanting to tell the good story about the 48-hours in a cabin, and the musical end-result. ANYA and ELOQ’s video is not bad, nor is the single ‘Cash Flow’, but it is certainly not a chart-breaker.
It is a beautiful video, but the track could just as well have originated from ANYA’s stunning debut EP ‘The Credit’ – just spiced up with a little ELOQ. I am sure, that if the artists have been given a longer time limit, they would not simply have created a 80%-ANYA-20%-ELOQ single, but they would have found an innovative combo and made the sum bigger than the parts.