Olga Bell - ATA

What this video is

Released in spring 2016 as a single preceding Olga Bell's album Tempo (One Little Indian, May 27 2016), 'ATA' sits at the intersection of Brooklyn art-electropop and Tokyo creative-coding video culture. The video embodies a transnational digital collaboration — Bell in New York, Hashimoto in Tokyo — conducted entirely online, reflecting mid-2010s networked creative practice. Lyrically, 'ATA' draws on Frank O'Hara's…

Why it matters

A key artifact of mid-2010s art-electropop, 'ATA' demonstrates the era's push toward bespoke generative video pipelines as a creative extension of the music itself. It bridges the experimental electronic lineage of Björk and FKA Twigs (noted critical comparisons for Bell) with Tokyo's…

The director

Tokyo-based visual artist, video director, and creative coder (born 1992). After leaving Musashino Art University, Hashimoto built a career spanning music videos, web design, installation, and experimental visual computing. His practice bridges generative…