PRESS X — Bringing the fusion of electronic music and animation to the local industry

Pakistan’s music is known and recognized around the world for its unique flavour. The pop and sufi rock tunes have mostly led this internal praise train, however, recently it has been a delight to discover the various genre that our musicians have been experimenting with. The resultant mix of music that we get to hear is quite diverse and refreshing.

Another addition to this mix is PRESS X, an electronic music band from Lahore. The duo behind the band, Hamza Bin Tahir and Jazib Arshad want to create both, an audio and visual experience with their music.

They want to blend groovy, ambient and warm sounds plus synths into a soundscape that makes the audience feel euphoric. Hamza Bin Tahir, is also a filmmaker who has directed music videos for bands and artists such as Bayaan, Shamoon Ismail, Talal Qureshi and Wooly and the Uke. Being obsessed with electronic music he started out with DJ’ing in his days at the National College of Arts while majoring in film and then eventually took up music production.

Jazib Arshad, shares the same love for the genre and he started out by producing under his own solo alias ‘Cosmik Baby’. He has released music under this solo alias and has also produced music for fashion films for renowned brands such as Khaadi, Cross Stitch and Republic among others. Being childhood friends and sharing the same passion for music, they decided to form the group PRESS X and make music and visuals that represents their tastes and personalities.

The duo has recently released their track title, ‘Fusion’ with a 3D animated music video, which something that has not been done before in our local music industry.

You can watch the video on YouTube as a 2D animation as well.

PRESS X, will be releasing a three track EP on 3 April, along with another video as well, in collaboration with Rearts. The tracks included are called; Energy, Fusion and Synchronize.

The name of the album, Simulations and the names of the tracks are based on a theme in relation to how processes and systems function, and are more like an imitation of a situation. The duo conceived their music as a process which comes to a common point and stimulates into different themes, perspectives and emotions. This is also how they generally see the world in general. In their opinion all the systems within the world cripple to various situations in which we are involved on a regular basis.

Originally published at https://pk.mashable.com on March 30, 2020.