Owners of KEF’s LS60 Wireless speakers will now not only be able to hear sound, but “see” music via an inaugural series of one-of-a-kind generative artworks. There will be 1,060 unique non-fungible tokens (NFTs) called ‘Absorbed’ that are inspired by the company’s LS60 Wireless that will visually depict the embodiment of “noise become sound.”
KEF collaborated with creative studio Parameta and generative artist Heiroglyphica to create a series of NFTs. The collection of intricate generative artworks entitled ‘Absorbed’ explores and animates the battle between signal and noise, order and randomness, where noise is absorbed and high-fidelity is found. Owners of LS60 Wireless systems will be eligible to receive an exclusive ‘Absorbed’ NFT after registering their product online at their myKEF account.
“We’re looking at our entry into the metaverse as a crucial initiative in fueling KEF’s future growth. It’s a unique medium that not only allows us to build a genuine community around the power of great sound and truly engage with our loyal fans, but also enables us to empower and experiment with emerging artists and creators who are discovering innovative opportunities in the web3 space. Our vision is to collaborate with those creators, delivering immersive and emotional experiences together,” says Villie Tsang, vice president of growth and customer engagement at KEF.
“Giving form to code is a common theme in the work of both Parameta and Hieroglyphica. And so the collaboration with KEF was not only our chance to deep-dive into, and draw inspiration from, their expertise in high-fidelity sound but also an opportunity to celebrate the beauty found in distilling sound from noise. The use of animation as artistic medium reflects our shared belief that no single frame can capture the full range of complexity found in the tension between sound and noise, and let the collectors observe for themselves this shifting and transforming dialogue,” explains Parameta and Hieroglyphica.
Not only will KEF’s superfans and LS60 Wireless owners have the opportunity to receive their own NFT, but they will also gain access to KEF’s soon-to-be-launched “Into the Metaverse” experiences, which will include virtual live-band concerts, immersive showrooms, sound art galleries and acoustic 3D sculptures all at KEF’s very own metaverse space.
“For 60 years, KEF has consistently pushed the boundaries within high-fidelity audio and tasked ourselves in leading the way in unparalleled sound experiences. This venture into the virtual world seems only natural as we ask ourselves what extraordinary places we can take KEF next,” says Grace Lo, president and head of global marketing at KEF.
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