BAYEM — "PRESSURE" SINGLE

When we first met modern pop artist BAYEM in 2020, we immediately knew that he was a wholly unique artist with a perspective, attitude, and melodic style that would be a welcome addition to the modern music landscape. ABSORB.’s first collaborative endeavor with BAYEM was the release of his infectious summer single, “Pressure.”

All visual elements of this campaign were designed to evoke the song’s central theme and hook… a “pressurized” look that would add grit and gravity to the lyrics and raw sonic base of the track. For the logotype, we submerged typeface in rippling water and photographed it to create an organic, customized look in which text appears to be imploding into itself. Combined with filmstock-based photos with a premium on darkness and in-camera dragging shutter effect, the final result creates tension and intrigue for fans to immerse themselves in.

Accompaniment filmed components were shot on a 1990’s Sony Handicam for a high-contrast magnetic tape look, bringing a low-fidelity edge to the system and offering a mysterious introduction to a fascinating new artist.

BAYEM's music is available on all platforms now.

DISCIPLINES:

CREATIVE DIRECTION

FILM

DESIGN

TYPOGRAPHY

PHOTOGRAPHY

YEAR:

2020

PRODUCED AND WRITTEN BY:

BAYEM, OWEN THOMAS, TURNER DUNLOP, MICAH TAWLKS.

CREATIVE / FILM DIRECTION: OWEN THOMAS.

PHOTOGRAPHY: EDRECE STANSBERRY.

DESIGN: SAM KAUFMAN.

FILM DIRECTION: OWEN THOMAS.

DP (FILMS): JARED SPARKMAN.

PROD / POST: ABSORB.

LABEL: ABSORB.

Bayem — Pressure

BAYEM — "PRESSURE" SINGLE