Meet the team: ILĀ and the creativity behind music for brands
At the heart of creativity lies innovation; a drive to embrace the new and the trending, and a chance to create in spaces most may overlook.
ILĀ is the living embodiment of that principle. A multifaceted force in contemporary music and creative expression, ILĀ seamlessly blends artistic prowess with a commitment to inclusivity. As the co-founder and creative director of Maison Mercury Jones, ILĀ's technology-driven approach is reshaping music for brands, and how audiences connect with brand sounds.
“As cliched as it may sound, music was never something I chose, it very much chose me,” says ILĀ. “I’ve felt deeply affected by music, and naturally wanted to experiment with it.
“Even though I read Physics and Philosophy at the University of Bristol, for me music (and creativity in general) was never separate to that - rather all of these pursuits were intrinsically connected.
“This feeling has never been greater than now as I venture further as an artist to work with Quantum Computer Music.”
ILĀ's professional achievements are multifarious. They co-founded and direct the London Contemporary Voices and Trans Voices choirs and have collaborated with Grammy-winning artists such as Alt-J, Imogen Heap, and U2.
Further, they have scored fashion shows for the likes of Burberry and Tommy Hilfiger, showcasing that their artistic versatility knows no bounds. Additionally, ILĀ is a third of the Icelandic band, Hrím, as well as a pioneering solo electronic artist, and a collaborator and PHD co-supervisor on the University of Sheffield’s MIMA research team. ILĀ is also an Ivors Academy senator, member of Earth/Percent music committee, and a leading figure and speaker in AI in music and Quantum Computer Music.
“Such diverse experience also stems from a strong sense of responsibility to lift up brilliant people who get overlooked - and a very visceral feeling of curiosity - to dig deeper and deeper into how this strange universe we are all in and the people within it work.
“It’s this experience that has shaped my overall drive to empower seldom heard people to be able to share their creative universes and connect with wider audiences.
“I know what it’s like to be othered or overlooked - and how hard it can be to find your people, bring your creative voice to a wider world.”
"Our mission is to ensure that every voice is heard, celebrated and elevated, connecting with the big brands we collaborate with.” ILĀ, Maison Mercury Jones, Creative Director
Pushing the boundaries of creativity
ILĀ's creative endeavours transcend conventional boundaries. Their acclaimed debut album Mesonoxian and collaborations with legendary producers like Guy Sigsworth and Imogen Heap showcase their ability to craft immersive sonic landscapes.
Case in point is ILĀ’s exploration of AI, a topic that has been the subject of intense scrutiny among the global artistic community in recent years. This scrutiny is due to its potential impact on ownership, copyright, what it means more broadly for us as a creative industry and the creative expression of artists.
Earlier this year, ILĀ performed a set at Folkstone Fringe featuring music from their film MURMUR. The soundtrack for MURMUR is a collaboration with Ai-Da, the first humanoid robot artist, as well as Imogen Heap, Guy Sigsworth, Reeps One, Bishi and Portrait XO.
ILĀ’s three-year research partnership with the University of Sheffield has also seen the composition of AI-assisted works such as the soundtrack to the European Space Agency’s BEPI Colombo Mercury flyby.
Will AI be the cure or the cause to our greatest problems? This is a question for many of us when pondering the future. However, this is very much up to us as a society. We absolutely must ensure we build the fairest and safest world and protect the rights of creators. If we can get that right, AI carries huge potential to transform us as humans - to be not just a tool or assistant - but as a co-creator.
“More than this, what excites me the most is the possibility of creating things currently beyond our imagining,” says ILĀ.
“More than this it might just help us be more human in some sense.”
Harnessing technology for empowering sonic experiences
ILĀ’s interest in AI’s potential extends to its use as a tool for empowerment. As part of their role on the University of Sheffield’s Machine Intelligence for Musical Audio research group, ILĀ is helping shape the development of software and examining how this can be done ethically.. This software will enable new avenues of vocal creativity for singers in the Trans Voices UK choir and beyond.
“We have created a voice bank of recordings before and after gender-affirming surgery and treatment to make in-roads in understanding how voices may change but also to create a way of accessing that voice to use as an instrument to unlock new ways of creating music as singers.
“This amplification of underrepresented voices affirms our own commitment at Maison Mercury Jones. As the first music branding agency led entirely by Trans+, POC, LGBTQ+, and female creatives, Maison Mercury Jones serves as an avenue for these creative expressions to reach big brands and their respective audiences.
"Sonic branding is not just about sound; it's about creating a narrative that resonates at the deepest level with diverse audiences," explains ILĀ.
"Our mission is to ensure that every voice is heard, celebrated and elevated, connecting with the big brands we collaborate with.“
"Every project is an opportunity to tell a story that might otherwise go unheard," says ILĀ. "I believe in the power of art to challenge us, drive change, and unite and inspire communities."