Big Data is a paranoid electronic pop music project from The Internet, composed of producer, Alan Wilkis, and vocalist, Daniel Armbruster. The project was formed out of a mutual distrust for technology and The Cloud, despite a growing dependence on them. Their music explores the ever-increasing relationship between man and machine, and more specifically how the internet has reshaped the human experience.
Big Data first premiered their single, “Dangerous,” in August of 2013. The song was inspired by the concept of “voyeurism 2.0,” the idea of anonymously watching others via the internet, and more specifically Facebook, while simultaneously being anonymously watched, tracked, and monitored by Facebook. Upon releasing “Dangerous,” Big Data reached the coveted #1 position on HypeMachine’s most-popular chart, KCRW named them an “artist to watch” and began playing them frequently on their tastemaker radio show, Morning Becomes Eclectic, and the band has also seen frequent rotation on Sirius-XM’s Alt-Nation, WXPN, and several other stations across the country. They’ve received high praise from the likes of Esquire, Mashable, VICE’s Creators Project, Fast Company, USA Today, PSFK, The Atlantic, and many more. Their interactive music video, Facehawk, has taken the internet by storm, hacking apart each viewer’s Facebook profile and reassembling their photos and status updates into a giant, customized, three-dimensional hawk.
Wilkis and Armbruster met in 2012, and their first collaboration came in the form of “Old-Fashioned Girl,” as part of Wilkis’ own ‘PRINTS’ project. They wrote together so effortlessly that they decided to create Big Data. Over the course of the next several months, the duo set about writing what would eventually become their debut EP, 1.0. With Armbruster based in Rochester, NY and Wilkis in Brooklyn, NY, the duo exchanged ideas over the web until song structures and melodies began to materialize. They would then plan lyric-writing and vocal recording sessions at Wilkis’ Brooklyn studio around Armbruster’s trips to NYC.