PC Music’s Felicita debuts soundtrack to failed energy drink documentary DRIB at SXSW

PC Music's Felicita debuts soundtrack to failed energy drink documentary DRIB at SXSW
Who else would still totally buy those gloves, though?

If a film that chronicles the failed attempts of a major energy drink company to capitalize on a risky viral marketing strategy through a Kiarostamian blend of documentary and semi-fictionalized re-enactment sounds like a perfect fit for a soundtrack by a recent PC Music signee, then you’re not the only one to think so: Felicita, who dropped his first EP as an official member of the label’s roster mere months ago, is behind the music for a new movie called DRIB, which has its world premiere on March 11 at SXSW.

The documentary is Norwegian director Kristoffer Borgli’s first feature-length movie, though he has directed several shorts, including Whateverest, a 2012 film tied to (and eventually turned into the music video for) Todd Terje’s indie dance hit “Inspector Norse,” so he has a history of electronic music appreciation.

According to the SXSW schedule:

The film simultaneously exposes and revels in media manipulation as it explores the strange and painfully comic advertising process that took place in 2014 — with the person who ruined it all appearing in the role of himself… The film tracks how art becomes commerce, how something fake can have real effects, and reveals inside information about an industry and the company that almost stopped the film from ever being made.

Considering all that, Felicita certainly seems like a great choice here. (Or if not him, possibly Busta Rhymes?)

In addition to its showing at SXSW, DRIB will have its European premiere at the Copenhagen International Documentary Film Festival, where it will feature in international main competition. Check out the trailer down below, and head over to the film’s official website for more info.

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