Subcultural media for festivals, cultural venues and forward-thinking brands.
The New Creative Collective™ (TNCC) is a modular creative collective led by producer, sound designer and live performer Gianluca Lorusso (SINC). It works with sound, visual culture and hybrid media to create coherent, public-facing projects for festivals, cultural venues, foundations, municipalities and brands.
TNCC brings subcultural and DIY languages into public and cultural projects with a European curatorial tone and clear creative direction.
Gianluca Lorusso
Creative Director & Founder
SELECTED WORK – SINC
Before launching TNCC as a modular structure, Gianluca has been releasing electronic music for years as SINC, co-running Floyd Unit Records and working across clubs, labels and digital platforms. A selection of this catalogue forms the backbone of TNCC’s approach to sound, structure and long-term consistency.
SINC & TNCC – Feel This High (Extended Mix)
Role: production, arrangement, mix.
Warehouse-oriented electronic cut released on Floyd Unit Records, built for extended club use.
SINC & TNCC – Checkout (Original Mix)
Role: production, arrangement, mix.
Direct, functional club tool focused on groove and tension.
SINC & TNCC – I’m Nothing Without You (Radio Edit)
Role: production, arrangement, mix.
Vocal-driven club track balancing melodic hooks and a straight warehouse backbone.
SINC – Greatest Hits (2010–2020)
Role: selection, production, mix.
Retrospective selection of SINC tracks from 2010–2020, mapping the evolution of his club sound.
Floyd Unit Records – Ian Russo “Bad Romance” (12″ vinyl EP)
Role: A&R, executive production, label coordination.
12″ vinyl EP on Floyd Unit Records under the alias Ian Russo, moving between IDM detail and club-ready structures.
ABOUT TNCC
The New Creative Collective™ (TNCC) is a modular creative collective based in Southern Europe, operating across sound practices, visual culture and hybrid media.
Led by Gianluca Lorusso (SINC) – producer, sound designer and live performer with a long-standing track record in electronic music, club culture and independent label work – TNCC is not a traditional agency, but a light infrastructure that assembles temporary teams around each commission.
TNCC’s core proposition is to bring subcultural and DIY languages (electronic music, club culture, independent practices) into public and cultural contexts, maintaining a European curatorial tone and a clear awareness of context, governance and responsibility.
Its practice is hybrid by design: a deep understanding of sound – with the SINC and Floyd Unit Records catalogue as a backbone – meets visual systems, motion design and AI-driven tools to create coherent formats, from releases and visual identities to live sets, installations, workshops and cultural programmes.
What TNCC does
TNCC works through three main fields that can be activated independently or combined within the same project.
Sound, performance & live media
Composition, sound direction and audio identities for electronic and experimental music, performances, installations and hybrid media. From discreet soundscapes to full works for festivals, galleries, public spaces or digital platforms.
Visual systems, artwork & moving image
Development of visual identities, artwork and image systems for releases, events, exhibitions and cultural programmes, designed to travel across screens, print and spaces rather than exist as one-off assets.
Concepts, formats & cultural programmes
Design of concepts, narratives and structures for workshops, residencies, talks, hybrid events and cultural or brand programmes, with teams assembled around each brief to align subcultural references with governance, audiences and communication needs.
Hybrid practice
TNCC is built around Gianluca’s hybrid role as a producer, sound designer and live performer who also works closely with visual artists, motion designers and AI-driven image tools.
This means that sound, image and format decisions are not made in separate silos: audio structures, visual systems and narrative frames are designed together, so that a track, a visual identity, a live set or a workshop format feel like parts of the same work.
In practice, TNCC can start from a piece of music, from an image system or from a conceptual brief and grow it into a full hybrid format, bringing in only the collaborators that are actually needed.
Who TNCC works with
TNCC collaborates mainly with two groups: independent creatives and cultural partners, each with different needs, constraints and responsibilities.
For creatives
A modular umbrella for sound, image and hybrid practices. TNCC connects independent practitioners to concrete commissions and cultural projects, not just content feeds or speculative pitches.
For cultural partners
A single access point to subcultural sound and image, translated into clear formats, budgets and responsibilities for festivals, cultural centres, foundations, municipalities and brands.
Contact
contact@thenewcreativecollective.com
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