era

From its inception, ERA Music sought to create a forward-thinking music brand that seamlessly integrates technology with artistry. Rebūke’s vision was to build a deeper, more meaningful connection with his audience by crafting an auditory experience set within an imagined, immersive world. He believed that visuals were just as important as the music itself, working together to bring the narrative to life and form a tight-knit community around the brand. ERA Music's mission was to put the community first, designing experiences that allowed fans to feel not just connected to the music, but to the world created around it.

ERA Music’s journey began with a vision from internationally recognised artist Rebūke to create a forward-thinking music brand that merged technology, music, and community. He sought to build a deeper connection with fans by crafting a unique auditory and visual experience—one that went beyond traditional music releases and live shows. As the Art Director brought on to execute this vision, my role was to define the brand's narrative, strategy, and ensure the design connected all areas of ERA’s output. I worked closely with Rebūke and the creative teams to build and refine this vision, collaborating to shape a cohesive identity that resonated across all touchpoints. I began by researching and developing a story-driven approach, using UX principles to create an experience that would resonate with fans both visually and sonically. This narrative was integrated into every music release, live performance, and visual asset, creating a cohesive story that could be experienced in a linear fashion during live shows, yet still hold meaning when played non-linearly.

To create this immersive world, I focused on building environments and themes that remained consistent across every aspect of the brand. Brand recognition became a key goal, and attention to detail in colour palettes, textures, and tone was crucial. Each visual and product output was designed with precision to ensure that every piece—whether a live show set, merchandise design, or album cover—was immediately recognisable as part of the ERA universe. The process of creating an imaginary world involved meticulously blending narrative, visual identity, and fan engagement, shaping an environment that fans could not only experience but feel truly a part of.

Since its launch, ERA Music has gained recognition for its innovative approach to merging music, technology, and fan experience. The immersive narrative has become the backbone of their brand, empowering fans to feel connected to both the music and the community in ways that go beyond the typical fan-artist relationship. This innovative approach has garnered significant recognition in the industry, with Rebūke recently invited to speak on a panel at this year's ADE (Amsterdam Dance Event). His talk, focused on his pioneering work in audiovisual world-building, highlighted ERA Music’s role at the forefront of innovation in the electronic music scene, further establishing the brand as a leader in redefining the future of music experiences.