Evan Roth is an American artist based in Hong Kong with interests in technology, typography and popular culture. While studying the Parsons Design + Technology MFA program, Roth developed and finessed a technique he calls Typographic Illustration – in which he pairs typeface and music. After choosing a font (Helvetica, Baskerville Old Face and Times New Roman seem to be favourites) Roth layers thousands of letters on top of one another until a portrait emerges.
Roth created the video for “Brooklyn Go Hard”, a new Jay-Z song for RED & the Global Fund to Fight AIDS in Africa. The track, produced by Kanye West and featuring Santogold, plays out while the letters “Brooklyn” fall into place, creating an image of the Jigga Man himself. It’s slick and minimalist – watch it below and enjoy:
Vodpod videos no longer available.
Notably, the track is included on the soundtrack to “Notorious” – the biopic on the Notorious B.I.G. (aka Christopher Wallace).