What’s different about this new breed of audio-visual entertainer is that what they offer are “custom-branded visuals predesigned to fit specific songs”. So says Drew Best, a prime mover in the US dubstep scene with his Los Angeles club/label Smog, but also the motion-graphics designer behind the fledgling company Pattern & Noise. In the old days, Best explains, what a VJ (video jockey) or lighting director did was provide improvised accompaniment to the DJ’s set. But nowadays Deadmau5 will get a designer such as Best, who worked on the former’s recent tour, to create “Pacman-type ghosts” to go with the track Ghosts ‘N’ Stuff or a “Tron-style” factory with clanking pistons to accompany Professional Griefers.
How rave music conquered America? By turning into demoscene parties, apparently.