Last week, Flume amazed the world with the release of Hi This Is Flume. The project instantly set the industry and internet on fire. Always ahead of his time, the mixtape once again proved why Flume is heralded as one of the greats of our generation. Aside from the music simply being excellent, the release contains a myriad of elements that make it truly special. It’s not often in electronic music that we are blessed with projects that are this impactful and we felt it necessary to take a deeper look at what makes Hi This Is Flume so important.
More Than Music
Hi This Is Flume is more than a mixtape and more than just a piece of music. Connecting with Jonathan Zawada for the visuals, the duo created a true work of art. The mixtape visualiser is part music video, part short film. Perfectly synced to the musical composition, the visuals add a layer of depth and richness to the release that make it fully immersive. In 2019, we often listen to music while working, hitting the gym, driving or doing any list of tasks that pull away our attention. The engrossing visual element made us sit down, watch and truly listen with no other distractions. Not everyone is expected to put the time and money into such a grandiose audio-visual experience, but it can start with making captivating and mesmerizing show visuals to offer club and festival-goers an equally pleasing experience for their eyes as for their ears.
Pushing Boundaries
Flume has always been known for pushing boundaries. He played a key role in future bass’ widespread popularity through his ceaseless inventiveness. It should come as no surprise that his latest release leans heavily on experimental sounds, but in a sense, it does. Flume is far removed from the kid making beats in his bedroom in Sydney. The past few years have seen him skyrocket to becoming a Grammy Award-winning, festival-headlining superstar boasting millions of fans. When most producers reach this level of success, they’re quick to sign a major label deal and start working with whatever pop star will give them the time of day. With Hi This I’m Flume, he skips collaborations with pop stars in favour of underground and avant-garde legends like Eprom and Sophie. Instead of making catchy radio-ready singles, Flume delivers wonky, glitchy and abrasive efforts that challenge fans to open their minds. To see an artist of Flume’s profile taking this direction helps prove that real artistry is still alive. It also helps to immerse a larger audience in the incredible experimental sounds that are prevalent in the underground.
Versatile Listening Experience
One of the biggest hang-ups with modern electronic albums is the half-hearted sequencing and lack of mixing between tracks. Most producers are also DJs in some form but seldom do you listen to a project that feels like a truly cohesive journey where it’s hard to pick out where one song ends and another begins. Hi This I’m Flume does this exceptionally well. Branded as a mixtape, it’s a body of work that can be enjoyed in many forms. Immerse yourself in the audio visual experience on YouTube, let the seamless 38:19 mix play out on SoundCloud, or pick and choose tracks individually on Spotify for selective listening. Each method of consumption offers a varied experience. Everyone experiences art in different ways, but this mixtape takes that variety to a higher level and caters to these experiences individually.
Taking Time Off
After a busy 2017, Flume was absent from releasing new music and posting on social media for the majority of last year. Artists feel the need to always post on Twitter and Instagram in order to stay relevant, but forget that their music should speak for itself. Whether it’s for mental health reasons, refining your craft or simply spending more time with loved ones, Flume showed the importance of taking time off, and that a noteworthy project such as Hi This Is Flume can be just as successful as any other project without creating months of never-ending hype. We know artists have deadlines and want to keep fans satisfied, but balance is key. Working tirelessly without taking a break is not healthy no matter the field, and Flume’s brief hiatus highlights the importance of taking time off to live a healthy, happy life. On top of all this a little time off can further to build excitement and have fans even more excited for your releases.
Having Fun
Last but certainly not least, there’s no denying that Hi This Is Flume sent the electronic music world into a frenzy upon its release. One recurring comment that stood out was that most people kept noting how much fun Flume seemed to have when creating the mixtape. Yes, it is an experimental and boundary-pushing piece that will certainly become timeless, but it’s also a chaotic and tumultuous mess that will sometimes leave listeners dazed and confused. This feverish project is a bold display of an artist having fun with the art they create. Artists are recently commenting on how drum & bass should be more popular in North America. Why don’t these artists make this genre, or even play it out during their sets? On the same note as taking a break, it’s equally important to have fun with the career path you chose, and to not always try to meet expectations. Flume proves exactly that.
Is Hi This Is Flume the album of the year? It may be… or maybe it isn’t. It’s only been out for a week and it’s only March. Only time will truly tell. What is undeniable, though, is the impact and importance of the release. Flume put artistry first, delivering a truly unique and spectacular experience with its release. While the initial hype and excitement was electric, each listen unlocks a deeper appreciation for the project. Hi This Is Flume is truly something special and its importance should not go announced. The release will be inspiring artists well into 2019 and beyond.
Words by Colin & Steph.
