A Universal Language: Maddy's Story

article originally published in phsicsmag's A Universal Language issue available for download here

Following their successful debut EP in 2011, Sound Fx grew to become one of hip hop’s hidden treasures. The duo would go on to release 2 EPs and 3 mixtapes. It was in 2013 that Sound Fx would bid farewell to their fans through the release of Empathy, a powerful and thought provoking body of work. Upon initial contact with the guys, I managed to get through to Sound Fx member Maddy McFly. Our first exchange was short and thorough. He was excited about my invite to be part of the AUL feature story. Maddy would later confirm with me that Empathy was it; Sound Fx would be no more.

Empathy taps into the soul of its listener. Apart from igniting passion, this album is also able to almost imprison you, causing feelings to fluctuate throughout its flow. Accompanying its solemn storyline is a musical album with melodic cords, imaginative basslines, samples which were appropriately selected and impeccably chopped, and an almost ‘sequential harmony’. Empathy speaks the universal language; whether it’s the universal language of love, pain, or frustration. To put a full stop on Sound Fx is perhaps premature at this stage. I’m waiting for the day these two will be back in studio working together again. Maddy McFly is more than an art-piece figure on the wall of music. His passionate discourse in the AUL documentary film reflects on his hunger and drive.

phsicsmag (p): Based on your understanding,what would you say constitutes to the idea of “a universal language”?

Maddy McFly (MM): I believe a universal language is a language that transcends the barriers of race, culture, politics, and religion.It is a language that is understood by all regardless of background. A universal language is felt and not spoken, it is relatable by pure emotion because that is the greatest and deepest level of connection we can have with one another as humans.

p: Do you feel music is still the “universal language” it once was, or are artists better off creating musical niches for themselves? 

MM: I do believe music is and will always be a universal language because rhythm is felt and not spoken. With the growth of technology we see more and more people turning to music as a form of communication so i do believe music is still a universal outlet. We don’t all speak the same languages but we all feel the same emotions and good music is emotional. It connects us all whether we are aware of it or not.

For more on the AUL Story:

A Universal Language Film can be watched here
Phsics Media online platforms Digital Timeless Facebook / Youtube / Twitter 

A Universal Language Trailer: Maddy’s Story

In PhsicsMag’s 4^th annual issue, I wanted to move out of my comfort zone. Writing about music was exactly that. Music is a domain which I don’t normally ‘examine’ because people’s emotions always seem to be heavily invested in it. I find it unfair that artists are rated and ranked based on what they've accomplished. Releasing an album is an accomplishment; it’s like giving birth to a baby. Imagine if all the new born babies in the world were rated and ranked based on what they looked like or how much they weighed or something, that would be messing with people’s emotions. The commercialization of music has created a culture of unnecessary comparison and evaluation based on appeal or segmentation. For those who are interested in media studies, a scholar by the name of Marshall McLuhan once said “the medium is the message”. My interpretation of his statement is that when a music video is streamed on MTV for example, MTV is the medium, therefore it (MTV) is that message; the message is not in the content of the music videos which it streams! It’s an interesting notion for understanding the current state of media and its portrayal of youth culture, religion, race, and anything else you can think of.  

Earlier this year, I established Digital Timeless (Phsics.DigitalTimeless) to be the “medium” that Mr. Marshall McLuhan spoke of. Digital Timeless is a vertical agency for PhsicsMedia. In simple terms, we cover content creation from its inception right to its projection. Digital Timeless allows PhsicsMedia to be a ‘cable network’ that makes films, clothes, magazines and coffees (my good friend Vanessa Bolosier knows this), and still be able to be cool. We’re so secure about what we want to achieve that being in trend isn’t a factor for us. Our Youtube Channel will premiere many of our future works with A Universal Language being our very first. With AUL I want to achieve an effective connection between the Les Deux brand and young, progressive artists from Los Angeles. Maddy McFly (formerly of the duo Sound Fx) is one of them, and we’ll be revealing our other subject in AUL’s next trailer. This is fascinating because Les Deux is a clothing brand from Copenhagen. By bringing the two worlds together, we’re able to align them with a set of values which a globally relevant; humanity, grace, fluidity, respect, and substance. AUL is the first film I’ve ever produced and although this is its first trailer (we’re dropping another one soon) I’d just like to appreciate the contributions of my co-pilots Jared Soule, Andreas von de Hoider, and Kal Mokhtar. The full documentary will premiere on our Youtube Channel along with PhsicsMag’s 4^th annual issue in early 2014. Stay blessed