Re#, confusing name, confusing concept huh?!
The name has many meanings, but in essence it’s a reference to remix culture, which is broadly what it’s all about. But it also refers to the fact that Re# is standing on the shoulders of a preceding series of events branded lookandlisten. In this first and last reference to this ancestral history, I’d just like to make it clear that the lookandlisten logo was carefully handcrafted from fridge magnets and that I in no way condone the use Comic Sans!
So remixes huh… we all know what they are right? Well it’s a pretty broad term that means more than just slapping some Missy Elliot over the top of some country music. Without going all pseudo-noodle on your ass, it’s post modern self referencing.
A great example of this is the visually stunning, and Academy Award winning, short film Logorama. If you have a spare 16 and a bit minutes you should seriously check it out:
Here’s the youtube trailer if you’re pushed for time:
16.01 minutes later you might be wondering how that’s a remix, but like I said, this is a broad church I’m holding up. There are more cultural reference points mashed up through the creative corruption of brand identifies in there than you’ll see in a years worth of watching ad-breaks on acid.