Ginger Root

Words and photos by Victoria Nguyen

Upon walking into the venue at Deep Ellum Art Co, the Ginger Root experience already felt immersive and welcoming. The embodiment of "Aggressive Elevator Soul" resonated throughout the venue.

The show opened up with an engaging commercial broadcasted on vintage televisions and projections introducing Ginger Root, which set the tone for the evening. From comedic storytelling to fake water bottle sponsorships, the night was full of laughter and smiles from the crowd.

A unique element that stands out from many live performances is having the director of photography as a band member. The crowd was able to see through the lens of the DP. From cueing the guitar solo, blowing into the melodica, to fans grinning from ear to ear - these moments were all captured for the audience to experience in real-time. It was like watching a live movie right in front of your eyes. Everything the DP could see, the crowd could watch with projected visuals throughout the venue. As a creative, this experience was a dream to see through another artist’s lens.

With influences of Japanese City Pop and contemporary elements, there was no time to spare from immersing oneself throughout the setlist. The night that felt like a movie began to come to a close with crowd favorites: Loretta and Weather.

ISO is grateful for an unforgettable night full of Japanese City Pop meets Aggressive Elevator Soul. We appreciate well thought out production, and Ginger Root far exceeded any and all expectations.