Great Work 1: Lakai Fully Flared Intro

This is great work. Why?

It redefines a category.

That’s what great (sonic) branding does. It doesn’t try to stand out by yelling at you louder than it’s competitors. It does so by daring to express it’s own unique voice in a unique way.

Back in my skating days most vid’s used punk and hardcore soundtracks, now the skating “sound” tends to lean to fast rock and variations of hip hop. More a soundblur than a soundtrack.

“M83 Lower Your Eyelids to Die With the Sun”