Today, Italian DJ and producer Andrea Tirone aka Mind Enterprises launches his new single ‘S.H.A.K.E’ with an eclectic and suitably retro video. Utilising live instrumentation, ‘S.H.A.K.E’ oozes funk with its groove filled bassline, synth melodies and intoxicating vocal topline. Premiered via NOTION Magazine, the Jack Barraclough directed visual features a suited Tirone and two dancers performing the track in colourful 90s office settings interspersed with playful 80s-futuristic graphics.
Barraclough expanded on the inspiration behind the video:
“After settling on this character (Bill Gates meets Tony Montana) I wanted to direct and edit the video so on watching it would feel like it could have been self made by this guy after work, on a bit of a delusional ego trip. So I incorporated the 'office' set up and watched a lot of italo disco videos for inspiration. I also got the most boring looking sandwich possible as a prop, which is tuna & cucumber.”
Following his journey into uncharted afro-disco territories with his 2016 album Idealist, Mind Enterprises returned to his italo-disco roots with addictive 2017 release ‘Idol’. As well as being named on ShortList’s ‘50 Greatest Songs of 2017’, the release received support from a wealth of titles including Mixmag, DUMMY, Ransom Note and PHOENIX Mag. While Tirone might seem to have found inspiration through his national heritage, his geographical journey tells a fuller story. Having fled his hometown of Turin in 2011, Tirone lived in East London for 6 years before recently relocating to the tropical island of Gran Canaria – "the southest place in Europe", as he puts it.
"I took a map and looked for the most laidback life and sunny place in Europe. Perhaps I'm overreacting to London?"
However, location only tells part of the story – as the name suggests Mind Enterprises has always been about Tirone tapping his own imagination, taking inspiration from a host of eclectic means.
‘S.H.A.K.E’ IS OUT NOW
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