Ela Minus & Bershka Music: Exclusive New Video & Creative Process Revealed
Ela Minus, the Bogotá-born electronic artist, is offering a rare glimpse behind the curtain of her creative process with the release of a new music video and expanded content surrounding her track “Tiempo Definido por la presencia de luz.” The project, a collaboration with BERSHKA MUSIC, isn’t simply a music video launch; it represents a shift for the platform towards a more immersive and artist-centric approach to releasing music.
The song itself, described as having an “ethereal sound,” originally appeared as a conceptual closing piece to her second album, DÍA, released by Domino Recording Company. The video, now available on the BERSHKA YouTube channel, was filmed at a unique location: an unfinished automotive museum designed by architects Mansilla + Tuñón just south of Madrid. The stark, brutalist architecture of the space, currently empty, provides a fitting backdrop for Minus’s atmospheric soundscapes.
HIGHXTAR was among a select group invited to the shoot, observing Minus constructing the atmosphere with her synthesizers and custom-built instruments. The experience was described as intimate and suspended in time, reflecting the song’s themes. It wasn’t merely a video shoot, but an open window into her creative universe, highlighting her DIY ethos.
This release marks a new phase for BERSHKA MUSIC, which, after two years of producing and presenting original tracks with emerging talent, is evolving into a hybrid format. The platform aims to amplify the artistic and experiential dimensions of its projects, going beyond simply presenting finished songs.
Minus’s journey to this point has been marked by a dedication to self-sufficiency and a commitment to controlling her creative vision. Beginning as a drummer in a rock band in Bogotá, she later studied at the Berklee College of Music before relocating to New York. There, she honed her skills as a session drummer and began designing her own synthesizers – a process that ultimately defined her signature sound.
DÍA followed the more dance-oriented acts of rebellion, representing a shift towards a more introspective and pop-sensitive sound. Developed over three years in various locations around the world, the album explores themes of pain and resilience. Minus’s commitment to hands-on creation is evident in her use of self-made instruments, including a “pocket piano” and a “Septavox,” ensuring her presence in every detail of the production.
The launch of “Tiempo Definido por la presencia de luz” is being amplified through additional content on TikTok and Instagram, extending the reach of the project. BERSHKA is leveraging its social media presence to offer a broader perspective on the video’s creation and the context surrounding it.
This approach signals a broader trend within the music industry, where platforms are increasingly seeking to offer more than just access to music. By integrating the creative process into the release itself, BERSHKA MUSIC is positioning itself as a curator of experiences, aligning each launch with a carefully considered and coherent identity. The focus isn’t just on the finished product, but on the journey of its creation, offering fans a deeper connection to the artist and their work.
Ela Minus’s story is one of artistic independence and a relentless pursuit of sonic innovation. From her early days as a drummer in Bogotá to her current status as a globally recognized electronic artist, she has consistently prioritized creative control and a DIY approach. This latest collaboration with BERSHKA MUSIC provides a platform to showcase not only her music but also the meticulous process behind it, offering a compelling example of how artists and brands can collaborate to create truly immersive and meaningful experiences.