Skrillex Produces All-New Original for G-Star's " The Art of RAW "

After three Grammy wins and a residency at Las Vegas's Lights nightclub, Skrillex adds to his list of massive achievements with his production of an original track for G-Star's new advertisement, “The Art of Raw.”

The new G-Star video shows an animated view of the process behind making jeans in up-close, intricate detail, capturing everything from the weaving of each strand of fabric to the finishing touches of attaching the buttons. Skrillex's track for the ad, entitled “Puppy,” starts off quietly and builds into an incredible unique Skrillex-style drop that can only be explained as a deeper, far more ferocious incarnation of Trap. Demonstrating without any inkling of doubt that he is an innovator of the very highest caliber, "Puppy" shatters all expectations we previously had for the six-time Grammy award-winner.

According to an interview on The Wall Street Journal, the video came first, upon which Skrillex had to write the accompanying music. He explains that “I had to figure out a way to write at 157 beats per minute, which I had never done before. It’s not a Skrillex music video, it’s the other way around. It’s a lot shorter than most things I do. It was good to make something that quickly built up, exploded, and went away.”

It's refreshing and exciting to see brands incorporate EDM into their ads to captivate the consumers, illustrating yet another stepping stone for the industries entrance into mainstream culture. As the commercial world begins to embrace dance music, we hope these stepping stones will serve as an additional outlet to reach new listeners and introduce them to the ear-opening world of EDM.

For More on "The Art of RAW" : http://theartofraw.g-star.com/

Written by: Ji-Sook Yim