Between a business convention in Hong Kong, Isabella Rossellini’s party and a festival in London, he finds the time to work at a fashion show in France and a party in Shanghai or Moscow. The avant-garde performer who invented the trade of AJ (Aroma Jockey) talks about his extraordinary profession.
Odo7 on his terrace, in Amsterdam, preparing the aromas for a performance.
“Many years ago, I used to get by washing dishing and was on the verge of giving up my life as an artist because no one took me seriously. Then everything changed. I went to a concert with some friends and we were struck by the enormous contrast between the enchanting music and the terrible stink in the hall. That was where I first got the idea that someone should be handling olfactory stimulation during concerts and… that someone could be me!”
Eric Berghammer, an Austrian graphic artist relocated to Amsterdam in search of new artistic outlets, talked about his idea with a student at the Utrecht Conservatory, who invited him to organize his first performance during a music technology concert. “I had prepared three groups of aromas to diffuse among the audience the same way I do it now, using a large fan. The first part of the concert was inspired by dreams and I used clove vapors and incense. The result was a surreal and ethereal aroma. Then the music became more concrete with a lot of Asian influence and I sent out the smell of green curry, spices and other aromas from Thai cooking. The last part of the concert was called Waking one Sunday morning and I mixed cathedral incense with fabric softener, a very ‘Sunday morning’ smell…”
Getting everything ready for the evening...
After his performance at the concert, the requests immediately started coming in. Going by the name of Odo7, he prepared himself by researching odors and their effects. He enlisted the help of his friends in finding rare and exotic aromas, learned about the properties associated with each and has now become a leading expert. “The very costly Alohe wood is burned by Japanese businessmen to create a positive atmosphere; I use it for special occasions. Vetiver root is slightly inebriating while sandalwood can create either an erotic atmosphere or its opposite and so it is better to balance it with a bit of the friendly, warm and peaceful aroma of rose. Indian anise, on the other hand, immediately makes people open and amenable and as soon as I send it out I see that people begin socializing.”
On certain occasions, Odo7 uses the legendary Kyphi, the incense often mentioned in ancient Egyptian papyri. It is prepared for him by a German researcher according to the original recipe. If he wants to create an erotic atmosphere, he uses pheromones. “When I diffuse it among the crowd, people immediately start hugging and kissing. Naturally, there are pheromones that stimulate the men and others that stimulate women, and it is very interesting to see what happens when I want to have a little fun and just send out one type…”
And also each type of music has its own aroma. “Cinnamon is good for illustrating hip hop and rap. I use mandarin orange in a playful way, it immediately puts people in a good mood. For rock generally I use sandalwood, orange and South American Saint Paul’s wood. For techno music, on the other hand, I burn vetiver root; the sounds are deep and it creates an interesting contrast. And mint crystals broadcast in brief and powerful waves give the impression of getting a slight inhaled electroshock; they’re nice at the end of the evening.”
Herbs and aromas in the lab.
Odo7’s performance at parties highlights or contrasts the music. “If the DJ has put on something extreme, I try to soften things, for example, with the smell of baby lotion, and it puts smiles on people’s faces. There’s a reason: the limbic system in our brains, which is responsible for memory and sensations, is connected to the nose and when I give a positive olfactory impulse, the audience has positive sensations that are so strong that they forget their troubles. And there’s much more. For example, lemon and citrus fruits in general have a refreshing effect and also give people a charge because they contain the sun’s energy.”
Knowing how to influence the guests with his performances, Odo7 creates a sort of guided journey that intensifies the invitees’ visual and auditory stimuli. “At the beginning of the evening I often have a few intense minutes of cardamom (it stimulates self confidence and power) and the party takes off. If I feel that the atmosphere is not serene, I diffuse fumes of Indian Guggul resin, which is traditionally burned before going to bed to ward off nightmares and ghosts. Patchouli, on the other hand, is too serious, I use it only in combination with other aromas that lighten it. And then it depends on the occasion… if I were invited to a gathering of environmentalists I might use fresh garlic.”
Checking the scent bottles
The nice thing about Odo7’s work is that his knowledge can be applied in many different fields, with surprising effects. “I prepared a performance for a group of severely disable children. Afterwards, the caregivers said they were surprised at the therapeutic value that the afternoon had had on the kids. And I was really happy to see that some children who had initially clung rigidly to their wheelchairs relaxed bit by bit and began to smile. That brought me immeasurable satisfaction.”
Many companies request out-of-the-ordinary services. “I did a performance for the Christmas party of a very traditional company. I used the Christmasy smells of panettone and other sweets, essence of orange, mistletoe… They were all a bit surprised but glowingly happy in the end. On the other hand, when I work at business conventions I always use oak because it generates a very relaxing rustic and self-indulgent atmosphere.”
Where is the Indian Guggul resin?
At the presentation of Christian Dior’s new perfume “High Energy” to the press, Odo7 received the guests with a very slightly inebriating and almost imperceptible aroma. Then he diffused the various ingredients of the perfume separately, letting them slowly combine to recreate the perfume. It wasn’t until the end that he used his fan to diffuse the perfume itself. “It was a lot of fun but also really difficult because the client is very demanding. And the audience was very alert since perfume was the whole reason for them being there, a rather unusual circumstance. Nowadays we don’t pay much attention to odors, but in Arab world, for example, it used to be traditional to burn the finest incense for guests after eating, to give a complement to the pleasures of the palate.”
According to Odo7, the rituals of our century have lost the sacred qualities that once characterized important moments in the past. “Odors are a very potent medium for communicating a message, whether it is at a small dinner or a large party. Today, the most solemn rites, in my opinion, are fashion shows, and they are also the event I like doing best even though so far I haven’t had many opportunities. Everything is so aesthetic at a fashion show and designing the air people breathe is always an exciting challenge. The theme of the show can be illustrated with great precision, you know, springtime, flowers, happiness… I diffuse one aroma for 33 seconds, another for 20 and so on, working on a concept, an atmosphere that emphasizes the work of the fashion designer.”
Indeed, while we usually pay so little attention to them, odors do have a great influence on our perception and mood, and by knowing how to use them it is possible to influence people’s sensations, the atmosphere and the mood. “Once there was a fight in a nightspot,”concludes Odo7, “I immersed them in a huge mentholated cloud and they all calmed down immediately. Naturally, mint crystals have a cooling effect on our passions!”
Performing in a club.
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