Ahead of his show at this year’s Movement Festival.
Photo credit: Jeff Mills – Instagram
Several billboards bearing the phrase ‘This Is Techno’ have appeared across Detroit, launched by Axis Records as part of a new campaign led by Jeff Mills.
Located at key intersections throughout the city, the billboards present two futuristic visuals placed side by side. According to a statement from Mills, the intent is to ignite reflection and “sharpen our sense to detect what is Techno and what is not.”
The Detroit techno pioneer explained: “It can also be used as method to translate and decipher meaning without verbal or textual context – illusive to Technology and the ways we commonly use to communicate.” He likened the project to a Rorschach test, suggesting: “These two comparable images are often at different angles of the same experience, both are elements that point to an unseen answer, a third image which can only lie inside your imagination.”
Mills emphasized the role of imagination in the project, noting: “The imagination tries to understand their relationship and thus, stretches the possibilities. A stretched imagination is the goal. Images are not taken literally but indirectly, like parts of a puzzle. This Is Techno requires you to use your sense to know, to build something.”
The billboards are installed at four locations: Woodward Ave. south of Canfield St., Jefferson Ave. east of Orleans St., Woodward Ave. south of Burroughs St., and at the intersection of Gratiot Ave. and Jay St. Their appearance follows months of similar imagery shared on Mills’ Instagram, always accompanied by the phrase ‘This Is Techno’.
Jeff Mills is scheduled to headline Movement Festival in Detroit on Saturday, May 24th, stepping in for Carl Cox, who has postponed his appearance to 2026. Grab your tickets here.
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