Academimic is a creative label that turns papers that won the grand prize at the SIW2023 NOVUS FUTURE DESIGN AWARD into pop culture. Ahead of the content exhibition at SIW2024, we spoke with Junya Asai, head of Academimic, about the thoughts behind Academimic's activities and its outlook for the future.
Interview and text: Marina Yamaba (Future Design Shibuya)
Turning academic papers into pop culture works
-First of all, you won the Grand Prix at the SIW2023 Awards. Could you tell us what "Academimic" means?
Asai: Simply put, we are a creative label that turns research into artworks. Usually, only a select few people see papers and academic presentations, but they also contain a variety of thoughts and emotions. We work with creators to create artworks that can be enjoyed by many people, not just researchers, by sharing the imaginations they feel when they come into contact with research.
-What kind of works have you created so far?
Asai: An easy-to-understand example is an instrumental piece on the theme of rat research published in 2022. When people hear music, their bodies can sway, and rats have the same reaction. I found it very strange that rats, a different species, might have the same musical foundation as humans. I thought it would be interesting to experience this with a single piece of music, so I created a piece at a BPM that makes it easy for the rats' bodies to move, as introduced in the paper, and added illustrations to make it visually easy to understand. I created a work that allows you to experience the paper through flat text.
-That's interesting! How do you find those studies and papers? Also, how do you choose the creators?
Asai: Sometimes we approach researchers, and sometimes researchers ask us if we can turn a certain theme into a work. We are also receiving more and more collaboration proposals from creators who want to create something together. Each creator has their own style, so we think about it and create works together.
Wanting to preserve the "fun" of research
-Could you tell us what prompted you to start Academimic and when you first began thinking about it?
Asai: Ever since I was in college, I had wanted to do this someday. However, I felt like I couldn't do it, and thought someone else would do it. During my time at university, I discovered the fun of expression through research presentations, and after that, I gained experience directing at an advertising agency and made connections with creators, which made me think, "Maybe I can do this myself." So I started up in Shibuya two years ago.
-What kind of research did you do when you were a student?
Asai: It's research on fish. I was investigating whether fish can recognize themselves when they look in a mirror. The results showed that fish may actually be able to recognize themselves. It's strange, isn't it?
- Maybe the fish in the aquarium are self-aware. That's an interesting study.
Asai: That's right. I started Academimic because I wanted more people to experience not just knowledge but also the fun and mystery of this, the so-called "sense of wonder."
The sense of elation and the image of the world expanding that you get while doing research doesn't remain on paper, so I've been thinking about how I could express that in some way.
- It must be difficult to get creators to give form to an emotional aspect of a work, so how do you go about creating your work?
Asai: We start by introducing the research to creators and getting them interested. Many creators are amused by the "sense of wonder," and we value that feeling. The most challenging and exciting part is how to make a creative jump from there while ensuring a certain degree of accuracy in the research.
We want people to learn about research and papers through an immersive experience in Shibuya
-Now that your company has been established, what are your future prospects?
Asai: Since it is based on research, I think it would be great if I could convey the appeal of my work through my work and provide an experience that is connected to my research. That's why I'm active in Shibuya. Shibuya is a city of culture, and has a culture that accepts new things. I want to deliver my work to such people and create a trend that makes them realize, "Is this based on research?"
Immersive experiences are all the rage these days, and I think the connection between fiction and non-fiction is interesting. Although my research paper is on the non-fiction side, I'm looking for ways to make it feel like entertainment.
Many entertainment works are created based on someone's ideas, but if there is information related to the foundations of the world, such as papers and research, in the background, the sense of immersion increases even more. I look forward to creating many works in the future and being able to share this immersive feeling with everyone.
-I'm really looking forward to it. Several contents will be exhibited at SIW, but can you tell us about the concept and theme?
Asai: This time, we are focusing on "how to blend in with Shibuya". Previously, when I saw other exhibitions at Miyashita Park, I felt that it would be very cool if things from different fields blended into Shibuya. It is difficult to adjust that feeling while linking it to the thesis, but this time, we are taking on the challenge with the exhibition at SIW.
If the work were textbook-like graphics or avant-garde, it would be intimidating for viewers, but I want to create a work that blends in with the Shibuya area, where various pop styles are mixed together, and make people stop and think, "That's pretty cool."
-How do you want the many people who come to SIW to enjoy themselves?
Asai: I think the most important thing this time is to make people "feel" it. I would be happy if people could realize that beyond that feeling lies a magnificent world of research papers. For example, much of the technology and knowledge we use every day is based on scientific research, but we rarely pay attention to the original sources. GPS technology is actually related to Einstein's theory of relativity. But we don't usually realize that. I would like people to feel that there is research beyond our everyday lives.
-Finally, please give a message to those reading this article.
Asai: At this SIW, I will be submitting three pieces inspired by the elementary particle called the muon. Muons are very small particles, but they are actually very familiar to us, with one passing through our palms every second. Muons are also used to measure the internal structure of volcanoes, and I am working with Vocaloid producers, novelists, and illustrators to create works based on this technology.
Research is also underway to detect dark matter using muons, and although it is theoretically believed that there is a large amount of dark matter in the universe, it has not yet been observed. I was very impressed when I heard that we might be able to get hints as to its existence by colliding muons.
Dark matter is invisible, intangible, and uninterfering. But it is said to exist in theory. When I talked to researchers who are pursuing it, they told me, "I may not discover it in my lifetime, but there's nothing more rewarding than this," and I thought that was just cool. I turned that feeling into a work of art and just announced it the other day. So, at SIW, I want to create an exhibition that conveys not only the research subject, but also the feelings and motivation of the researchers. During the event, there will be a performance where muons will rain down on the virtual Miyashita Park, so I hope you will be able to see these works there.
-I'm looking forward to it! Thank you very much.
The SIW IMPACT award recognizes ideas and actions that lead to a better future. It supports the creation of new cultures and movements.
Entry period: Wednesday, September 4, 2024 - Sunday, October 13, 2024
