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PRINT AND PUBLISHING WORK SAMPLES NOVEMBER 2011

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Overachiever Mira Aroyo has a Genetics PhD and, on the back of Ladytron’s fourth album Velocifero, is set to tour Australia. Article by Michelle Smith

I

am writing this article in London. Yesterday I was walking along Charing Cross Road and passed the famous live venue, the Astoria. In the kind of mismatched red and black lettering that used to appear on signs outside cinemas, where the names of bands including Radiohead, Nirvana, Prince and even U2 once appeared, sat the name ‘Ladytron’. No longer underground, relatively unknown and underpraised, the band has seen its fourth album, ‘Velocerifo’, widely celebrated and stocked en masse in chain music stores. Ladytron has not only survived the initial hype about electroclash, but they are now more popular than ever. It was not that long ago that Ladytron frontwoman Mira Aroyo was completing her PhD at Oxford University. She was a genetics researcher when the band’s breakthrough album ‘Light and Magic’, including the earworm of a single ‘Seventeen’, was released.

The time of test tubes and lab coats by day and live gigs at night is now several years in the past and is unlikely to be revisited. Yet not everything has changed so significantly for Ladyton, with the way in which each album is written remaining unchanged from the band’s early days. Aroyo explains that, like previous albums ‘604’ (2001), ‘Light and Magic’ (2002) and ‘The Witching Hour’ (2005), ‘Velocerifo’ was created without a formula: ‘We had built up a collection of songs that we had written and recorded in our home studios in breaks from touring ‘Witching Hour’. Each song starts out in a different way and different people get involved in it.’ Strangely enough for a musical outfit renowned for their use of electronics, Aroyo describes the way in which the band allows songs to grow as an ‘organic’ process. After the ‘Witching Hour’ tour was complete, Aroyo

and fellow Ladytron members, Helen Marnie, Daniel Hunt and Reuben Wu, travelled to Paris to work on the songs they had chosen to develop further. ‘The only thing we were conscious of was that we wanted a more defined and diverse rhythm-end. In Paris, we tracked a lot of overdubs and the songs grew from the skeletal demos that we had brought in.’ The band’s success, according to Aroyo, owes much to the amount of hard work they have invested in touring (not to mention tireless MySpace pimping). Translating Ladytron’s dense, electronic layers to a live setting could be seen as something of a challenge. ‘We don’t play every element live,’ Aroyo says. ‘We play our keyboards, but we also have some samples triggered that cannot be replicated live. We aren’t


purists in any kind of a way. [When played] live, the songs take on a slightly different form anyway.’ Ladytron’s live reputation earned them the opening slot on last year’s Nine Inch Nails tour, which was their first glimpse of the workings of a massive live production. “It was a great honor and it looks like we gained quite a few fans,” Aroyo comments, pleasantly surprised at the reaction of what could have been a tough audience, particularly given reports of the apathetic response of NIN fans to Bauhaus when they opened for the band in 2006. ‘Both the band and their fans were great to us,’ she continues. ‘I think we have

similarities in the way we approach making music and in the sounds that we use too, so the fans warmed to us. They have all these hard core fans who follow them around Europe and were in the first few rows of the crowd and by the end they knew the words to our songs too and sang along.” In October, Ladytron will play live in Australia for the first time. This tour, so far from the band’s home in London, could bring about heart palpitations for members of their support crew and some hefty bills for excess luggage as well. Aroyo promises that the band will be bringing ‘everything’ with them, ‘which is quite a lot of keyboards… Our tour manager always gets stressed out when we mention we would like to bring a new keyboard out on tour. It’s certainly not as easy as taking a guitar with you.’ The next year promoting and touring ‘Velocerifo’ is mapped out

for Ladytron, but beyond that the band has not placed any expectations upon themselves. ‘We will keep doing things as long as it is fun,’ Aroyo says. ‘If it isn’t then we will stop and do something else. At the moment, it’s lots of fun. Better than it has ever been, really.’

Ladytron Australian Tour 2008 29 Sep Metro Theatre NSW 1 Oct The Tivoli QLD 2 Oct The Corner Hotel VIC 3 Oct The Corner Hotel VIC 5 Oct The Bakery - Artrage Complex WA http://ladytron.nettwerk.com


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TENDERS AND OTHER DOCUMENTS NOVEMBER 2011

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INSPIRATION AT WORK

TENDER FOR THE PROVISION OF AUDIO VISUAL SERVICES TO RACV CITY CLUB October 2010 Request for Tender - AUDIO VISUAL - RACV City Club Commercial in confidence

TENDER FOR THE PROVISION OF AUDIO VISUAL SERVICES RACV CITY CLUB 1


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BRANDING AND IDENTITY. NOVEMBER 2011

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SLUG LINE 4711 BRANDING AND IDENTITY FOR COCKTAIL HOUSE (MUSIC LABEL)


ADA AUSTRALIAN DENTAL ASSOCIATION revised branding for premium membership and loyalty services. there were two names being discussed, and logo treatments were developed for each name.


WE LOVE HASTINGS BRANDING, PRODUCTION AND WEBSITE DESIGN FOR WE LOVE HASTINGS (NEW PRODUCT WEBSITE)


ELLEBEE WEBSITE MY CURRENT WEBSITE AND ONLINE PORTFOLIO DOES NOT REFLECT THE SCOPE OF TASKS I CAN UNDERTAKE, AND IS CURRENTLY BEING REBUILT.


LOOKING FORWARD TO YOUR FEEDBACK. NOVEMBER 2011

creative media centre 17 & 45 robertson street, hastings east sussex, tn34 1hl

australia Ÿ 0415 341 603 england Ÿ 07557 133215 laura@ellebee.co.uk

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