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We now live in a time where we don't mind paying for a subscription to never see or hear an ad again. We despise them so much that the ad-strategies are built on how much ads suck; like Spotify. But a few decades ago when TV was the only medium of entertainment, people didn't mind them as much and possibly even enjoyed them.
The 80s and 90s were the periods when the advertising industry boomed. 'Washing Powder Nirma' and 'Lifebuoy hai jahan tandrusti hai wahan' would become earworms that people would sing subconsciously and remember for years. It was the golden age of television that created some of the most memorable shows and iconic jingles. Even now the jingles of that time can open the floodgates to nostalgia.
SourFunk, a Bangalore-based DJ has reimagined one such jingle into an audio-visual project which is a fresh new disco-inspired jingle revisited for the 1980s Gold Spot (soft drink) advertisements.
The whole project came about during the artist's post-graduation in Advertising and PR at St Joseph's University. Students had to reimagine and relaunch Gold Spot in the market as part of their final project for Media Planning and Buying. SourFunk worked with the idea of repackaging nostalgia apart from the planning, re-branding and strategy. For the project the artist used random video cuts of old ads of Gold Spot.
You can check it out below.
Born into a family with love for the creative arts, Vaibhav S. Narayan AKA SourFunk grew up in an environment that encouraged him to explore his love for sounds and find music in the everyday humdrum of life. His experimental music journey took a solid turn when DJ and electronic music producer Stalvart John took him under his wing. The DJ embraced soul, funk, and disco under his mentor's guidance, which paved the way for his current moniker, SourFunk.
Music fashion and technology of the 70s and 80s deeply inspires SourFunk's music. His diverse and eclectic music taste is ever-evolving and not bound to genres. But he has a special place in his heart for the soul, funk and disco subculture. He is an assistant A&R at Dynamite Disco Club Record Label, an electronic record label based out of Bangalore, that aims to represent a genre of music heavily influenced by Disco, Jazz, Funk, Soul, House, Afro, and World. SourFunk has also performed at the Cosmic Disco Bar at Magnetic Fields Festival 2019 and 2022 (Alsisar, Rajasthan).
Like every other genre, disco and funk are also evolving, integrating within them the sounds of the future. But at the end of the day, the core of these genres and the emotional medium they travel through is nostalgia. A sample of a jingle or a tune from an old Bollywood song in a disco or funk track catapult us to the past, only translating that what we had in the artistic canon of our culture is way more impressionable and special than we had imagined. And while science isn't there yet, you can depend on music to time-travel.
Follow SourFunk here.
