A promo video is simply an advertisement for a song

In my work I decided to raise a question about the relationship between art, the media and consumer society in the era of image capitalism; placing myself at the axis of pop music, its music videos and its commercial potential. Within the framework of a digital video sculpture/video installation, the user will be able to break down the different culminating points of a pop song/video and observe from within its artistic, commercial and mass formulas, venturing into visual and sound environments.

Instructions for use

• Right click - the initial door/plate opens and the opening sound is played.
• Keys from 1 to 7 - when pressed each one presents new images on each television, they change the montage. Also, each of these keys makes a different sound.
• Key 1 - in addition to having the function already mentioned, it leaves background music on loop.
• Space bar - closes the initial lock/door and makes the closing sound.

Biography

Martín Olveira, 19 years old, was born on March 28, 2001 in the Saavedra neighborhood. He was always very interested in music, its various ways of communicating and generating an effect on society. He studied music at the Juan Pedro Esnaola Music School, a conservatory with a high school diploma.

At the age of 16, he began an artistic journey related to song writing and musical production with electronic and analog means. The result was three concept albums: ‘ANTRO’ (2017), ‘GUERRA’ (2018) and ‘NÉMESIS’ (2019), all published under the pseudonym “Marttein”.

Throughout these productions, various influences are perceived, such as concrete music, ambient, industrial electronics, cinema, sound collage, among others. Conceptuality is present in their LPs, which develop and delve into a particular theme throughout their duration. His three published albums are a conceptual trilogy, in which the urban, the experiences of today’s youth and the social/political moment are a source of inspiration on both sound and poetic levels. He studied physical theater at the IMPA La Fábrica Cultural Center, where he explored his interests in acting and performance art, a resource that he also uses in his musical presentations.