"Audience erupted in query, 'Which track is that?', but it wasn't a track - it was the TR-808 drum machine. Roland commemorates 45 years of the iconic TR-808 with Rhythm Creators video series."
On the auspicious day of August 8th, fondly known as 808 Day, Roland is commemorating the 45th anniversary of its iconic drum machine, the TR-808, with a series of special releases and promotional events. One of the highlights is the eight-part animated video series, The Rhythm Creators, which delves into the untold stories of artists inspired by the TR-808 and TR-909 drum machines.
The series, narrated by the artists themselves and animated by Detroit artist Vaughn Taormina, offers a vibrant tribute to the machines' deep cultural impact beyond just their iconic sounds. One such example is the episode focusing on Egyptian Lover, a rapper, producer, and DJ who has extensively used the 808 in his five-decade long career, particularly in the early 1980s Los Angeles hip-hop and electro scenes.
The TR-808, with its distinctive, non-realistic analog sounds like booming bass and sharp claps, allowed musicians to push creative boundaries. Its 16-step sequencer and tweakable features made it an instrument in its own right, encouraging experimentation and enabling genres like electro-funk, hip-hop, and techno to evolve. This legacy is captured in the animated narratives, illustrating the machines' profound influence on global music culture.
In addition to the animated video series, Roland has collaborated with New Balance on the Tiago Lemos NM808 x Roland sneaker. This limited-edition sneaker takes design cues from Roland's classic drum machine, featuring a white, orange, and yellow color scheme, and sporting a Roland logo and TR-808 badge on the tongue. The Tiago Lemos NM808 x Roland sneakers will be available starting on August 8th at 10:00 a.m. EDT on newbalance.com.
Roland Cloud Pro and Ultimate members can enjoy a new 808-themed sound pack from Arabian Prince. The TR-808 Software Rhythm Composer plugin is also available for a discounted price of $49 until September 9th. These offerings serve as a testament to the enduring legacy of the TR-808, which, after nearly five decades, remains popular.
The events pay tribute to the 808's impact on music, from shaping sounds and careers to inspiring new musical movements. The TR-808 and TR-909 drum machines have indeed served as catalysts for creative journeys, enriching music history with their innovative spirit.
The animated video series, The Rhythm Creators, presented by Roland, showcases the influence of technology like the TR-808 drum machine on entertainment in the music industry. In the episode about Egyptian Lover, we see how the combination of technology and music fostered the birth of electro-funk and hip-hop in the 1980s.
Roland's collaboration with New Balance on the Tiago Lemos NM808 x Roland sneaker is a modern tribute to the iconic electronic drum machine, fusing fashion and technology to create an entertaining accessory for music enthusiasts.
