Forget Detroit Rock City — at least for this month.
Production company Paxahau, the masterminds behind Detroit’s annual Movement Electronic Music Festival, have updated the billboard that stands outside the Russell Industrial Center along I-75. The new design is a simple yet bold riff on Michigan’s blue and white license plates, with the message: “Detroit Techno City.” Below it is the URL for website movement.us, and the license plate’s “tag” is actually the festival’s date, May 26-28.
Last month, the billboard was changed to remind passersby that “Detroit is the birthplace of techno music.” Before that, it spent the better part of a year emblazoned with a more straightforward advertisement for the three-day festival.
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This article appears in May 9-15, 2018.
