Pentagram's first music video features retro keyboard graphics

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Music: vintage Yamaha PSR-110 keyboard graphics form a kaleidoscopic moving collage in design agency Pentagram's first ever music video, created for Jesse Hackett's track Dump Run.

Dump Run music video by Pentagram

The video was directed by Pentagram partner Naresh Ramchandani, who had previously collaborated with Hackett on a piece for his environmental charity Do The Green Thing, when the artist created a track using scrap wood and metal.

Dump Run music video by Pentagram

When he found out that Hackett had made an entire album on a Yamaha PSR-100 keyboard found in a rubbish dump, Ramchandani saw the opportunity to make the most of "a video gift from the gods".

Dump Run music video by Pentagram

"I noticed all its graphic details – symbols of lions, bids and trains, weird and wonderful music genres, simple instructional buttons – and then realised that we could make a video almost entirely from the keyboard in the same way that Jesse had made a song from it," he told Dezeen.



"With the combination of unintentionally kitsch pictograms of animal noises and instruments, and yellow uppercase sample names that looked like they had been made for a console in [1970s sci-fi TV series] Blake's 7, the keyboard was like a graphics sweet shop waiting to be raided," he added.

Dump Run music video by Pentagram

The film launches into the action with flashing graphics of drums and cymbals colliding, before moving to live action to introduce Hackett.

Dump Run music video by Pentagram

The camera shows quick flashes of street signage, interspersed with shots of Hackett searching through a dumpster.

As he finds an abandoned keyboard, the action is intercut with flashing lyrics and more crashing cymbals, and symbols of lions and elephants.

Dump Run music video by Pentagram

As Hackett begins to play the keyboard the real world and the graphic world start to mix, until he blends into a dancing symbol of himself.

Dump Run music video by Pentagram

It marks the first music video for the agency, which has designed record covers, books, magazines and identities for art galleries and institutions – including the visual identity for MIT Media Lab.

Dump Run music video by Pentagram

"It was so much responsibility in so many ways," Ramchandani said. "I wanted to do something different from the pop promo norm. There are so many formulaic videos made every month and I didn't want to do one of those."



The graphics from the video were all borrowed from Hackett's keyboard – individually retouched to make them more vibrant before being turned into animated sequences.

Dump Run music video by Pentagram

"We then edited them all together in a way that gets more and more frantic as the song goes on," Ramchandani said. "It's like an increasingly manic firework display of kitsch graphic explosions.

Dump Run music video by Pentagram

To match the live action with the vintage symbols, the film was made to look as if it had been shot on a VHS recorder, which Ramchandani said was "corny but also kind of nice".

Although only their first foray into the word of music videos, Ramchandani is confident that there'll be plenty more to come.

Dump Run music video by Pentagram

"If you're artist with a track and you want a video and you don’t mind if the video is nothing like a video, you know where to find us," he told Dezeen.

Dump Run is taken from Jesse Hackett's debut album Junk, which was released on 17 July 2015.