As L-Vis 1990, Brighton’s James Connolly hasn’t just survived in the volatile world of electronic music, he’s helped shape it. At the forefront of dance music for over a decade, Connolly has left an indelible mark as a visionary producer, artist, DJ and co-founder of the highly-influential label, Night Slugs.
Drawing from his formal art school education, in 2018 Connolly shifted his gaze to music composition and sound design. Connolly’s consistent connection with his global audience, and unwavering position as one of the pioneers of new music, has given him a competitive edge on existing music and sound design houses. Providing brands and filmmakers with the inimitable opportunity to work directly with the originator of the sounds they’re in search of, Connolly quickly found himself in high demand; composing global campaigns for huge brands such as Prada, Kenzo, Cartier, On Running, Equinox, H&M and Moschino, KFC, Audi, Opening Ceremony, Nike, NARS and The North Face.
This rapid, organic growth in business led to the natural development of Connolly’s own house – nineteen90 studio, which he announces today in-line with the release of his boldest campaign yet, for Nike’s new Sports Pack range.
“I feel we are in a very interesting time for advertising, the way we consume information is constantly changing. Our generation do not respond to a product being thrown in their faces, so agencies and brands now have to create art in order to connect. When working with Thomas Traum on this Nike campaign, I came in very early in the project, when the visual is just wireframe, our process of working then becomes a conversation between music and image. For him, music is not an afterthought. This conversation is what I am passionate about, and I look forward to experiment more with this through the launch of nineteen90 studio.” – James Connolly P/K/A L-Vis 1990
Launching their new streetwear line, Sports Pack, Nike’s The Unreasonables campaign, features Mabel, Odell Beckham Jr, Sloane Stephens, Nigel Sylvester, Uglyworldwide and of course, music composition and sound design by L-Vis 1990’s nineteen90 studio. The soundtrack uses L-Vis 1990’s own track “Yeah Yeah feat. Flohio”, taken from his recent album “12 Thousand Nights”, released via Warp Records at the end of last year.