switching off | wet leg fronts telekom electronic beat’s “NOT A PASSENGER”

Who do you become when your screen goes dark? The digital takeover may have democratised accessibility to information and opportunity, but its dark side includes a cultural disconnect and an entire generation whose taste is shaped by a feedback loop rather than real word experience. Telekom Electronic Beat’s campaign “NOT A PASSENGER” tackles the phenomenon head on. It’s a reminder to touch grass and take the reins of your present rather than letting life pass you by one scroll at a time.

In the name of IRL, Telekom Electronic Beats held a live show at an unlikely location in Berlin. Fans gathered to see British indie rock band Wet Leg at a former taxi workshop. The multi-story concrete venue featured a Pinterest photo booth and bumper cars before guests enjoyed seeing  Lava La Rue followed by Wet Leg who charmed the crowd with their rhythmic riffs and catchy hooks. The band’s lead singer Rhian Teasdale is the face of the “NOT A PASSENGER” campaign, saying in a press statement that “we’re all constantly being told who to be by strangers online. Life’s too short not to be at the helm.”  

At the show, there was a notable lack of phones in the air, instead, fans sang along to their favourite songs and collectively plugged into the live music experience. Being online has become an inescapable part of everyday life. It’s all too easy to forget the art of forging an identity, opinion, aesthetic and direction outside of it. “NOT A PASSENGER” is a much needed reminder to reclaim your time and embrace the analogue a little more. 

photography. Cobra Snake
words. Shama Nasinde