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"But I also wanted to look at the cause and effect of consumerism on the third world."įerraro’s impulses come from the same place as the indie music movement called vaporwave "I wanted to create a narrative about the idea of Whole Foods and ‘going green’ and this culture of ethical living that’s sort of like the new spirituality," he said during a telephone conversation from his home in LA. Ferraro comes across as an astute observer, if not necessarily a sharp cultural critic. 100 percent hydration consciousness." Other ringtones are named things like "Dream Sushi," "Bottle Rain Water" and "The Warming Planet." It’s unclear if he’s taking potshots or just parroting the weird world around him in a kind of deadpan reappropriation of corporate ad-speak.
In one ringtone, entitled "Abs," splashing noises and pops trade off with a robo-voice intoning, "Freeway. The music sounds like cheesy New Age spa Muzak, but the spoken words suggest a deeper point being made about the hypocrisies of a certain kind of consumer culture. All three pieces are a smooth, mall-like wash of synthesized melodies, glitchy computer noises, and Siri-style voices. The exhibit is actually a musical triptych, comprised of not just the suite, which is entitled "Eco-Savage," but also hold music for the museum’s phone system ("Saint Prius"), and literal elevator music for its elevator ("Dubai Dream Tone"). James Ferraro: 100% ( designed by Other Means).
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As part of his exhibit for New York’s MoMA PS1 in Queens, 100%, the 25-year-old Los Angeles-based experimental musician composed a suite of 18 ringtones that he says are meant to evoke, the "aestheticization of capitalism." They’re all available for free download for Apple and Android phones on a lime-green website built and hosted by the museum. It’s been years since ringtones were a multimillion-dollar industry, but the medium still has value for James Ferraro.