Eric Prydz has unveiled the trippy music video for his latest single "Generate." The track topped the Beatport, DMC, Hype Machine and BBC Radio One charts after its release and is gearing up to be one of the bigger tracks on the EDM festival circuit. "Generate" is the second single we have heard from Prydz this year, but expect to hear a lot from the "Tether" producer as he gears up for his biggest year yet with three EPs and an album PR(10)DA over the next few months.
The "Generate" video is a more colorful interpretation of the melodic and uplifting track as cameras weak through a lit up metallic structure with various effects, rendering a kaleidoscope of various crystalline images.
The video was directed by San Francisco-based GMUNK, a self-described "longtime Eric Prydz fan," who has done hologram and UI work for the blockbusters like Tron & Oblivion.
In addition to the music video, Pryda has released a "Behind The Scenes" clip of how the visuals were put together and all of the different shots that were used in creating this.
GMUNK explained the various shots and why they used the equipment they did to create the stunning visuals that you see in the final product to the Creators Project.
"The journey focuses on the interaction between the beat of the music; incredible light set-ups that create a phantasmagoric visual world of illuminated shapes and pixels; and a whiff of humanity represented by a single Woman who experiences it all," GMUNK explained to The Creators Project. "Fisheye shots and tunnels of disembodied glowing light move toward, past, and through the camera creating an undulating tapestry of visual madness as the beat breaks, bringing us to the peak of the song where we reveal the Queen Bee of light: a round, ripe, pulsating light sphere that seems electric and otherworldly in its power."
