Soul Division’s latest photo shoot featuring its artist roster has gone viral — and it’s dividing opinions. The shoot uses a surreal ‘double faces’ technique that some hail as artistic genius, while others describe it as eerie or unsettling.
The concept — blending front and side profiles into a single frame — aims to reflect the multifaceted identities of each artist. It’s part of the collective’s effort to “visualize the sound” and push boundaries of perception in both music and art.
Soul Division is a cross-genre collective of DJs, producers, and performers known for fusing house, techno, hip-hop, and ambient influences. Beyond just performance, they say they share a unified 360-degree vision of sound — and now, visual storytelling.
“It’s not just a gimmick,” said one of the group’s photographers. “We wanted to show the duality in every artist — the performer and the human behind the decks.”
While some fans applauded the campaign for its boldness and originality, critics on social media questioned whether the visuals leaned more toward distortion than creativity. The debate has fueled thousands of shares and dueling comments across platforms.
Regardless of how it’s received, the campaign succeeded in its aim: to disrupt expectations and provoke discussion.
So, how do you see them — creative visionaries or something more unsettling?
