Jaguar partners with Sony Music's 4th Floor Creative and artists Disciples and Pip Millett to celebrate live music

Luxury car brand Jaguar has partnered with 4^th Floor Creative – Sony Music Entertainment UK’s creative and strategy team – to bring together the worlds of music and design in a unique celebration of the arts.

Repurposing facilities ordinarily dedicated to the design and engineering of Jaguar’s cars, the Sound Design collaboration sees a series of one-off performances by Sony Music UK-signed artists Disciples and Pip Millett.

Sound Design is the latest music collaboration from Jaguar following its work with DJ and producer MK on the ‘Hard to Forget’ campaign for the Jaguar F-Pace performance SUV.

Curated with 4^th Floor Creative, Sound Design captures the thrill of live music as audiences eagerly return to concerts and festivals as the world comes out of lockdown. Tasked with bringing the performances to life was director Silence Aitken-Till.

Jaguar’s anechoic chamber at the Gaydon Product Creation Centre – a soundproof room normally used to develop and test the refinement and sound quality of Jaguar’s vehicles – played host to Disciples.

Disciples’ interview:

Disciples said, “The creation of music as art is for the enjoyment and interpretation of your audience. Performing and recording is a massive part of that. Over the last year and a half, restrictions have meant that hasn’t been possible. It’s good to be back, especially in such a uniquely creative location.”

Sophie Ellis, Jaguar’s Senior Creative Detail Designer said, “I was surprised at just how similar the processes of designing a car and writing music are. We are both using our lived experiences to communicate an emotion and are asking the end user to feel something. Creatives of all kinds are professional empaths in their own fields. You feel what a Jaguar is when you get into one, and you hear the creativity of Disciples when you listen to their music.”

The second performance in the series will feature Pip Millett with her release ‘Braid it Back’, taken from her new EP ‘Motion Sick'. Filmed in the creative epicentre of the Jaguar Design studio, the fresh and inspiring space perfectly complemented her cool yet dynamic tone with a simple set design focusing on the beauty of both the artist’s voice and lyrics.

After her performance, Pip Millett was joined by Louise Thorburn, Jaguar’s Senior Colour and Materials Designer, to discuss how it feels to deliver a project after a long period of development – something that both musicians and car designers are accustomed to.

Thorburn said, “It’s our job as designers to push the boundaries of creativity for the benefit of our respective audiences. Sharing that experience with another creative is hugely important. We both celebrate the process, but revel in the end result.”

Millett added, “Experimental creativity is massively important to me when writing new music, that way each song released gets better and better. Performing against such a different backdrop was extremely exciting after a long time of not having any audience, and broadened how I think about creativity.”

Sound Design can be viewed across Jaguar’s social media channels.