A live hair show that has been created to share knowledge, passion, and inspiration, and it only has one rule for the artist presenting on stage: “15 minutes of whatever the f*ck you want, as long as it includes some hair!” says NOISE Founder (and International Creative Director of SACO) Richard Ashforth.
Since I have personally grown quite weary of oversaturated buzzwords like “disruptive” and “irreverent” and “innovative” that have been used far too frequently in the beauty industry to describe something a bit “different,” I’m going to describe NOISE the best way possible, for me: it is complete and utter creative anarchy.
And it is glorious.
The lineup is a mélange of some of the most talented and respected hairdressers in the world along with a smattering of cross-collaborations and up-and-comers. The show’s details (date, location, artists, time) are primarily shared only on social media. After the cities and dates get announced and as the weeks and days count down, the lineup of performing hairdressers and salon/creative teams get revealed. Hours before the show is to begin, the location gets disclosed to those who are just waiting on standby with their Uber app opened.
If a rave and a poetry slam and a dance off (minus the slammy braggin’ rights) had a hair show baby that was baptized in a speakeasy, it would be NOISE.
“It connects the viewer to the performer with more of a ‘pop up’ feel rather than a formally staged show, pushing the industry forward and taking creativity to a new level,” adds Ashforth. “The last minute announcements of artists and venue give the whole thing an ‘unexpected feel,’ as much for the audience as for the artists!”
What stands out the most for me in this quote is how Richard says it is taking creativity to a new level. Ashforth and the NOISE lineups are pushing creative boundaries and delivering the unexpected. This element of surprise, mystery, and creative suspense is exhilarating and stimulating, and frankly, damn refreshing, not just for the charged and energized attendees, but also for the creative individuals presenting. These artists have 15 minutes to not just entertain those who followed devotedly online to witness the reveal but to express themselves in a way that is really in a no-holds-barred fashion. For some of them, it’s a chance to show a side of their creative brain that they haven’t had an opportunity or the proper stage to do so. They are pushing their internal creative boundaries and exercising that creative muscle in a more unbridled way. It’s a necessary and healthy approach to staying creative and a lesson we can all learn from.
Enjoy the gallery of images below and as you scroll through them, ask yourself the following:
- What am I doing today to push my personal or my brand’s creative boundaries?
- How am I or how is my team exercising its creative muscle to keep it inventive?
- What would my/our no-holds-barred presentation be for NOISE?
For more information about NOISE, please visit www.noiseevent.com
Photographer: Saeho Kim | Saeho Kim Hair & Photography