This project was part of my M.A. postgraduate studies at UAL – London College of Communication in Interaction Design Communication.
Neotribes: Physical Computing & Design Prototyping
Exhibition: ARS Electronica, Linz, Austria (September 2018)
Project: ‘Identity as a Choice’ Interactive Audio Experience
This speculative design project is an example of design through research. The subject of my research was ‘neotribesism’ in society. Neotribalism can be described as a sociological concept which suggests that human beings have evolved to live in identifiable tribes within society itself. The subjects I chose to research were Indian Elvis Tribute Acts. The main point of revelation from this research was that the underlying purpose, for certain members of the tribe, was about ‘cultural identity’.
The interface is a reflective vinyl record that activates audio content through rotation. Once the record is turned clockwise it will activate the MAX/MSP file to place a selected audio file. In one direction the listener will hear a TV commercial of ‘All Shook Up’ by Elvis, but performed by an Indian Elvis tribute act with altered lyrics.
There other direction will have documentary snippets of Peter Singh, the original Indian Elvis and other sourced material relating to Elvis’s relationship with the Black American community and White America’s reaction to it.
Final designs for development.
Conceptualisation of the design and initial design prototyping using MAX/MSP, an Arduino processor and a laser cut wooden structure. An early iteration of the idea used a microphone stand (top right thumbnails) but this was not sturdy enough.
Outcome:
To summarise, I would say that I embarked upon this research project to explore the pop-cultural input of this Neo-tribe. However, the research itself has led to a much deeper and darker territory that is of historical, political and cultural relevance. I would not have thought that standing on a stage dressed and like Elvis would open the door to what is essentially an ongoing battle for the equality of opportunity to seek and show ones identity.
We supposedly live in a more enlightened society, from a historical perspective. Yet perpetuating acts of racial stereotyping are just as prevalent now as they were two hundred years ago.
However, I am reassured by Baljit himself who’s love of Elvis has not been used in a compensatory manner to balance his own sense of identity as a British Indian man. He just loves the music and respects the man. As Baljit says, ’my identity is my choice’.
