Pioneering British audio brand KEF is proud to unveil ‘Absorbed’; an inaugural series of one-of-a-kind generative artworks. Inspired by the LS60 Wireless, holders of these 1060 unique non-fungible tokens (NFTs) will have exclusive access to future global events, membership benefits and KEF Metaverse experiences.
Having firmly established themselves at the forefront of audio excellence with category-shifting technological innovation, design and craftsmanship, KEF is now on a mission to heighten emotional experiences. By uniting sound lovers and immersive explorers on a journey to discover the power of great sound, they hope to bring the virtual world to the comfort of home. KEF will now be bringing their technology to the forefront of arts and culture by empowering creatives in the Web3 space via strategic collaborations and sponsorships.
As an entrance into the limitless virtual and digital worlds, KEF collaborated with creative studio Parameta and generative artist Heiroglyphica to create a series of NFTs which embody the process of noise becoming sound through KEF's award-winning Metamaterial Absorption Technology (MAT). Inspired by the pursuit of high-fidelity, this collection of intricate generative artworks entitled ‘Absorbed’ explores and animates the battle between signal and noise, order and randomness, where noise is absorbed and high-fidelity is found. Owners of LS60 Wireless systems will be eligible to receive an exclusive ‘Absorbed’ NFT after registering their product online at their myKEF account.
We’re looking at our entry into the metaverse as a crucial initiative in fuelling KEF’s future growth. It’s a unique medium that not only allows us to build a genuine community around the power of great sound and truly engage with our loyal fans, but also enables us to empower and experiment with emerging artists and creators who are discovering innovative opportunities in the web3 space. Our vision is to collaborate with those creators, delivering immersive and emotional experiences together,"
- Villie Tsang, VP of Growth and Customer Engagement
Giving form to code is a common theme in the work of both Parameta and Hieroglyphica. And so the collaboration with KEF was not only our chance to deep-dive into, and draw inspiration from, their expertise in high-fidelity sound but also an opportunity to celebrate the beauty found in distilling sound from noise. The use of animation as artistic medium reflects our shared belief that no single frame can capture the full range of complexity found in the tension between sound and noise, and let the collectors observe for themselves this shifting and transforming dialogue,”
- explains Parameta and Hieroglyphica
Not only will KEF’s superfans and LS60 Wireless owners have the opportunity to receive their very own NFT, but they will also gain access to KEF’s, soon to be launched, ‘Into the Metaverse’ experiences, which will include virtual live-band concerts, immersive showrooms, sound art galleries and acoustic 3D sculptures all at KEF’s very own metaverse space.
For 60 years, KEF has consistently pushed the boundaries within high-fidelity audio and tasked ourselves in leading the way in unparalleled sound experiences. This venture into the virtual world seems only natural as we ask ourselves what extraordinary places we can take KEF next,”
- Grace Lo, President & Head of Global Marketing
About Parameta
Parameta is a design collective for the future. Committed to furthering an open metaverse powered by creator-led cultural content, the multidisciplinary studio co-creates with brands and creators to bring bespoke web3 arts and culture to life.
About Hierogloyphica
Hieroglyphica is a self-taught coder, generative artist and former academic director of 16 years. Though he has been creating art since 2005, it was only after discovering the creative opportunities of web3 in 2022 that he has started to release his work. His pieces can be found on fxhash and OBJKT on the Tezos blockchain.