In a powerful nod to Detroit's foundational role in the global techno movement, legendary artist and Axis Records founder Jeff Mills has launched a striking new public art initiative titled This Is Techno. The campaign takes the form of billboards across key locations in Detroit, designed not just to catch your eye—but to spark a deeper reflection on the genre’s evolving identity.
Each billboard features two futuristic, surrealist-style images side by side, paired with the bold declaration: “This Is Techno.” But don’t expect simple answers. Mills has described the project as a kind of visual Rorschach test—an open-ended challenge to the public. "Often, the images are at different angles of the same experience," Mills explains. "The answer may not be there at all—only in your imagination."
By provoking the viewer to interpret these images, Mills hopes to sharpen our sense to detect what is techno and what is not, creating space for an ongoing dialogue around the genre’s meaning, its boundaries, and its future.
The billboards are strategically placed at four high-traffic intersections throughout Detroit:
- Woodward Ave. south of West Canfield St.
- Jefferson Ave. east of Orleans St.
- Woodward Ave. south of Burroughs St.
- Gratiot Ave. and Jay St.
This initiative coincides with Mills’ upcoming headline set at Detroit’s Movement Festival on Saturday, May 24, where he’ll step in for Carl Cox, who postponed his appearance until 2026. The performance comes on the heels of The Love Pretender, a new album by Spiral Deluxe—Mills’ experimental jazz fusion project on Axis Records, featuring the late French guitarist Sylvain Luc.
Beyond a simple promo campaign, This Is Techno reflects Mills’ decades-long commitment to defining and redefining what techno can be. It’s a visual meditation on perception, sound, and the future of electronic music—a reminder that techno was never just a genre, but a mindset.
For a closer look at the campaign, check out Axis Records online or follow Jeff Mills on Instagram.
