NVDES
Since its inception in 2015, the LA-based project’s creative process has centred around Ocean inviting a group of musicians into his studio room and recording whatever music and lyrics emerge. He then uses digital production software to piece together the results into coherent songs, this spontaneity has led to NVDES enjoying considerable commercial success. Apple used tracks ‘DYT (Do Your Thing)’ and ‘Turning Heads’ for iPhone X TV ads, New Balance used NVDES material for its ‘Fearlessly Independent’ campaign, while Samsung picked up single ‘Ou La La La’ to soundtrack its 2019 global marketing campaign. The project also boasts over 25 million combined streams on Spotify and Apple Music, as well as a top 20 spot on both the Global and US Viral charts on Spotify.
‘Bump It’ is evidence that NVDES’ somewhat unorthodox music-making process is one that continues to bear fruit.