By Elyse A. Kakacek and Ryan Rivard
(New York, NY) - Classical music is facing some considerable growing pains during these unexpected times. Of course, there’s no shortage of things to mourn, but at Frisson Films we are determined to move towards a brighter future.
Frisson Films is a non-profit organization that is focused on the filmed expression of classical music. But more than that, we want to be an agent of change in the way we represent classical music through more modern avenues, bucking classical’s more traditional norms.
Our industry has been shackled to racist, socioeconomic, and sexist inequalities for its entire existence. The pandemic and Black Lives Matter movement have brought our brokenness into sharp focus, accelerating change, which could redefine classical music for the first time in a long time.
With performance spaces shuttered, classical musicians have a rare opportunity to pause, leave dead weight behind and realign our passion for the art form.
At Frisson Films, we see the evolution of classical music through film, as well as other, new and unexpected mediums. For us, it’s the tailor-made film score inside every waking moment - our heart strings play, feelings externalize, cells vibrate. If you haven't heard the word before, “frisson”, the French word for “shiver,” is the scientific term for a physical response to being moved by sound or sight. We live for these musical chills, more commonly known as goosebumps.
Our goal was to capture and translate these core beliefs and intentions into Frisson’s visual brand identity.
A dear mentor and voice teacher used to say “you need something to put the frosting on.” I took this to mean that no amount of glitz, glamour or "hype" could ever replace the essence of music, expressed effectively, and what it does for and to people. In the same way, no amount of branding would matter if Frisson wasn’t already the amazing double chocolate fudge layer cake and company of our dreams. Let’s start our discussion here…
Loving our cake
When filmmaker Ryan Rivard and I founded Frisson Films in New York City, our goal was to incite the discovery of classical music by expressing it visually, through film. Collaborating with artists of all disciplines and genres, we empower classical musicians to express themselves without preconceived ideas of how classical music should be expressed - we don’t believe in boxes.
Once a year, we screen Frisson’s projects for live audiences at a Greenpoint, Brooklyn warehouse. Over the last two years, we’ve released multiple mixed-media short films: L’Eraclito Amoroso (2018), Behold the Archer’s Skill (2019) and Don’t you weep when I am gone (2020), the latter being our most recent film and favorite project to date. Don’t you weep when I am gone features acclaimed baritone Will Liverman’s performance and personal arrangement of the traditional African American spiritual. Liverman was most recently heard as Papageno in The Magic Flute at the Metropolitan Opera, we were so honored to have him on our screen. Thus far, our films have inspired many viewers to continue exploring classical music, key to our ROI, and two films screened in the UK, at the Everyday Arias and The Beeston Film Festival (2019/2020). Frisson's use of film has also inspired other artists to embark on similar explorations. Along the way, we’ve cultivated a community of musicians, filmmakers, and artists all willing to experiment, which has become as important as creating our own, one-of-a-kind films.
Finding our frosting
As Ryan and I became more aware of our unique positioning, it became clear that we needed to find the aforementioned frosting for our cake — to visually represent, with integrity, the essence and ethos of Frisson as described up to this point, while still resonating with our artists and audiences.
One of the first creatives to enter our consideration was designer Joe Bradford. Based in Providence, Rhode Island, Joe is a Design Manager for Hasbro Games. Ryan and Joe had long-standing artistic respect for one another, so we knew we were in good hands when we asked him to come onboard.
In addition to designing our visual brand identity, Joe contributed other elements like the poster design for L'Eraclito Amoroso. The film marked Frisson Film’s UK and European debut in October 2019, screening in partnership with Everyday Arias at London’s Closeup Film Center and Nottingham’s Beeston Film Festival.
We began by sending Joe three things: a spec sheet referencing simple and striking designs, the definition of frisson and a photo of hairs standing on end. Then we dove headfirst into all the details. The three of us agreed that one of classical music’s biggest barriers to entry is its traditional aesthetic. “As someone who didn't grow up with the genre, it often felt stuffy, exclusive, or out of reach,” Joe said. “I'm excited by the ideas of approachability and inclusion…Frisson Films' efforts to break the mold with a modern, inclusive aesthetic that enables people to discover a genre they might not have otherwise."
We asked him to share some insight on his design process: “I began the Frisson logo design process with a round of digital exploration creating logo concepts with perfectly set typefaces, moving around vector anchor points with mouse and keyboard, adding filters and noise with the intention of simulating the look of goosebumps.” Unfortunately, it didn’t go as planned. “When reviewing the work a few days later, it felt cold, overthought and disconnected from the idea of classical music.”
We returned to the drawing board and settled on a revised goal for Frisson’s visual identity. After this conversation, Joe realized that the logo needed to be produced by hand.
Per Joe: “The goal for the Frisson Films visual identity was (for it) to resonate honesty and fervor, much like the creation and performance of classical music itself. It needed to be a statement of creative passion, perfect with imperfections. And so with this clearer vision of what the logo was trying to embody, I went to work on how to communicate that through the medium of pencil on paper."
When Joe sent over a gallery of possible logos, the choice was immediately obvious for us. “The choice of cursive was chosen as a signifier for speed and excitement, (bringing) to mind a vision of someone pouring out over sheet music, frantically making marks, the music in their head playing faster than the pencil can move across the sheet of paper.” It was honest, passionate, simple and resonated deeply. And yes, it gave us the requisite goosebumps!
Joe also shared that “the lines which ground the logo serve as an abstract motif of a music staff, and reinforce the idea that Frisson is lifting or rising.” We couldn’t agree more. When Frisson audiences, artists and fans see our logo, we hope this sense of movement transmits, but we also hope they hear a crescendo, or perhaps a bow quickly sweeping across violin strings. Allegro?!
The final product. Visual brand design by Joe Bradford.
Experience our films (without paywall) via links above or here. Follow us on Instagram to stay updated on new projects releasing in the coming months, including a fully animated short film by Joe Bradford, set to a commissioned acapella piece for voices by New York composer Nathaniel Adams. We also have a special quarantine project to announce soon, and we’ve begun working on the planning stages of a filmed, full-length new opera by composer Dan Felsenfeld and librettist Bea Goodwin.
If you’re moved and able, please consider a donation to help us fulfill our mission of inciting curiosity for classical music, film and the multitude of ways it is visually expressed.
Elyse Anne Kakacek is a Co-Founder and Co-Artistic Director at Frisson Films. An American soprano living and working in New York City, “Kakacek sets her smoldering lyricism into flame” (OperaWire) with her solo album Untethered, available on Spotify, iTunes and Amazon. Follow Elyse on Instagram at @frissonfilmsorg and @furelysek545.
Filmmaker Ryan Rivard is a Co-Founder and Co-Artistic Director at Frisson Films. Based in Queens, Ryan is a Producer at Reel Works, a non-profit that mentors and trains New York City youth in filmmaking. Follow Ryan on Instagram at @ryanrivard.
Joe Bradford is a multidisciplinary designer and musician based in Providence, Rhode Island. Joe is currently a Design Manager for Hasbro Games where he has helped make your favorite board games for nearly a decade. Follow Joe on Instagram at @joebradford.