We know Boiler Room for its DJ-set videos, although it has also published music documentaries online. Now it is spreading its wings further with the launch of a service called 4:3.
We’ll let the announcement speak for itself: “4:3, is for a culturally connected audience, the Netflix of the underground. 4:3 aims to expand gateways between image and sound by living across social channels, websites and physical spaces, filled by curated seasons and themes with a mix of archive and underground films, challenging the notions of high and low art.”
Elijah Wood, Ryuichi Sakamoto, Peaches and Jenn Nkiru are among the first guest curators signed up for 4:3, which will be premiering music videos as well as short films on its platform. Boiler Room is also hoping to work with brands on 4:3, so it’s in similar territory to the likes of Vice and Mahogany here, potentially.
CCO Stephen Mai is bullish about the potential. “Audiences are tired of white noise delivered by publishers who are trying to hack an algorithm through engagement bait content,” he said. “4:3 is a cultural institution and will present content with purpose.”
The service launches officially on 29 May, with its first original commission a film called ‘Fleshback: Queer Raving in Manchester’s Twilight Zone’.
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