Clients: Asian Dub Foundation
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Sound in Theory redesigned the website of alternative electronica band Asian Dub Foundation. Asian Dub Foundation plays a fusion of ragga, breakbeat, dub, jungle and punk – using ‘searing sitar-inspired guitars and 'traditional' sounds gleaned from their parents' record collections’ (www.asiandubfoundation.com/#/bio/). The lyrics are often politically charged, calling for social change, equality and the end of oppression; the music has featured in anti-racial campaigns and in conjunction with education and social work for youth in London’s East End.
We worked with talented artist George Baron to create a site that reflects Asian Dub Foundation’s music, whilst captures elements of the group’s ethos and values. Formed over 15 years ago, Asian Dub Foundation needed a site that would provide their existing loyal fanbase with information and familiarity, whilst appeal to new fans. Sound in Theory cultivated a site that reflects the band’s community-based roots and musical heritage, yet establishes them as contemporary artists with great appeal.
The redesigned full-flash website features a host of innovative animations that provide striking visual impact. The London skyline, a radio mast, derelict buildings, people raving and graffiti-filled walls all appear throughout the site, inviting the viewer to dive between the pages whilst capturing the band’s East-London origin. Each separate section of the site features as a music poster on a wall (pasted over the previous section) – revealing the group’s urban, streetwise edge.
The website is an easy to navigate online base for their existing and future fans. Visitors can watch the band’s music videos, browse photo galleries, listen to Asian Dub Foundation tracks, read their biography, keep up with the latest news and much more. As the site features deep linking, visitors can navigate between the pages of the site using their forward and back buttons.
Each page features great details and ambitious flash efforts: the videos feature as genuine 3D flash boxes, using a flash 3D plug-in. Held together with an engaging colour palette and cutting-edge artwork, Asiandubfoundation.com offers so much more than just a showcase of the band.
All artwork was created with South West artist George Barron (www.georgebarron.com).
Responsibilities for Asian Dub Foundation