Live Nation's Spinning Rodents & Smashing Instruments
Ever since Pete Townshend smashed his first guitar on stage, musicians of the less aggressive genres have laid in wait for their moment of violent, destructive-creative expression to arrive. Now, thanks to Live Nation and ad agency Division of Labor, that moment has arrived.
Division of Labor wrote and directed two short films that have been featured during Live Nation concerts in venues including Shoreline, The Palladium, Roseland Ballroom, and tons more.
The films, “Rodents on Turntables” and “Ode to Pete” serve as pre-show entertainment for concertgoers awaiting bands and artists such as Bruno Mars, Justin Timberlake, Lady Gaga, Goo Goo Dolls, Motley Crue and others to hit the stage.
In “Rodents,” the title is no metaphor; Division of Labor trained hamsters, mice and gerbils and replaced their spinning exercise wheels with spinning turntables. Different music accompanies each turntable-running rodent, conveying the eclectic blend of musical artists and styles playing at Live Nation events.
“No critters were harmed in the making of either film, which is more than can be said for musical instruments,” says Division of Labor Partner and Creative Director Josh Denberg, who co-directed the films with fellow DoL Partner and Creative Director Paul Hirsch. In fact, “Ode to Pete” is dedicated entirely to the Pete Townshend-style obliteration of all kinds of instruments by all kinds of musicians: a little girl smashes her viola, a mariachi smashing his guitarron, and so on. The film was shot in super slow motion and is backed by an eerily joyful music track, provided by the New York music house Tonefarmer, that enables viewers to viscerally experience every second of the melodic massacre.
Credits
Client: Live Nation
Agency: Division of Labor
Directors: Paul Hirsch and Josh Denberg
Producer: Julie Costanzo
Director of Photography: Lou Weinert
Music: Tonefarmer, New York City
Editors: Brian Zalewski and Tony Gannon
Post and Editorial: Teak Editorial, San Francisco
