Synthetic Records is not a record label; it’s a deeply personal and comprehensive creative venture. This project is my self-contained laboratory for exploring the entire ecosystem of music artist development, from the very first spark of an idea to a fully realized digital presence.
In this ambitious project, I unilaterally conceive and develop fictional artists: crafting their backstories, defining their unique musical genres, composing their music and lyrics, and designing their complete brand ethos and visual identity. From the initial conceptualization to the final web presence, every element is meticulously created to form a cohesive, immersive, and believable artistic universe. It’s a holistic exercise in creative direction, musical composition, brand strategy, and multi-disciplinary digital creation.
The Synthetic Records roster is a curated collection of virtual artists, each with a distinct identity, backstory, and musical focus, brought to life through my integrated creative process.
Phase Array [Techno | USA] – A trio exploring the dark, industrial soundscapes of modern techno.
Nykor [Urban Trap | Latin] – A male solo artist bringing a raw, energetic edge to the Latin trap scene.
Evelyn Davies [Trip-Hop | UK] – An elegant and atmospheric voice in the English trip-hop tradition.
Dynamates [Modern Dance | Germany] – A sibling duo crafting infectious, high-energy modern dance tracks.
Liorena [Urban Pop | Latin] – A bold female artist blending urban rhythms with pop sensibilities.
Uneven Flow [Experimental R&B | USA] – A duo pushing the boundaries of R&B with a noisy, textured sound.
The primary challenge of Synthetic Records lies in orchestrating every facet of an artist’s career—conceptual, musical, and visual—from a singular creative vision. This demands a seamless integration of diverse skill sets:
Holistic Artist Creation
Beyond just designing, the core approach involves deep world-building. For each artist, I develop a compelling narrative, define their musical genre, and then compose and produce original music (lyrics and instrumentation) that perfectly embodies their unique persona. This ensures that the visual identity is not merely an aesthetic overlay, but a direct extension of their inherent artistic DNA.
Integrated Brand & Visual Direction
Once the musical and narrative foundation is set, I then meticulously craft their entire visual universe. This includes comprehensive art direction for album covers, promotional photography, logo design, and brand guidelines, all engineered to resonate with the artist’s defined genre and storytelling. The goal is to create impactful visuals that stand out in the competitive music landscape and effectively communicate the artist’s unique value proposition.
Digital Presence & User Experience
Finally, each artist’s world is brought to life through a custom-built digital ecosystem, often including dedicated websites and engaging social media assets. This phase focuses on UX/UI design and web development, ensuring that the online experience is intuitive, visually consistent, and amplifies the artist’s brand, making their virtual presence as compelling as a real-world launch.
Synthetic Records stands as a testament to comprehensive digital creation—a vibrant, growing universe of virtual artists brought to life through an end-to-end creative process. This venture showcases a unique blend of strategic conceptualization, musical composition, and high-level art direction across multiple disciplines.
To date, the project has successfully launched debut singles and albums for several artists, building a robust framework for future releases. The result is a dynamic portfolio that demonstrates not only my ability to execute diverse creative tasks but also my capacity to conceive, manage, and drive entire creative ecosystems from a singular vision.
This venture serves as a laboratory for creating complete, multi-layered brands where the final artwork is the direct result of a deep, narrative-driven strategy.
