aBrAcAdAbRaElectronic music and media-art festival

© 2009 НП «Абракадабра»

abracadabra

Music — a universal, pre-lingual means of communication,which possesses a magical ability to unite people

subject

research instrument and form

Technology — a contemporary reality-modeling apparatus

Media-art— an experiment devoted to science and art synthesis

Mission and Purpose

Development of music and media-culture in Russia

Creation of a platform for new music and media-art talents

Exchange of experience, ideas and tech know-how

Research into new ways of using tech in art

Integration of Russian audio-visual culture into a worldwide context

A brief history of the festival

20072004

•1 day

• 20 musicians and media-artists

[from 5 Russian cities and 5 countries]

• > 2000 attendees

• Guerilla marketing only [stickers]

• First time there was the art exhibition called «Synesthesia»

abracadabra 2004

•3 days

•4 stages

•114 musicians and media-artists

[7 Russian cities and 10 countries]

• > 5000 attendees

abracadabra 2007

Info partners

abracadabra 2009

!"#"$%&'()$*+)!,(-./"!

!"#"$%&'()$*+)!,(-./"!

the concept

evolutionnew capabilities

social mission

• Following the state tendencies, we support able art and tech youth

• Consolidating the community of active creators in the field of music, tech and media-art, we provide the opportunity for the promising developments to be implemented

• We make creation and education trendy

2009 - the year of the Youth and even opportunities

!"#"$%&'()$*+)!,(-./"!

!"#"$%&'()$*+)!,(-./"!

description

•We establish the place for media-art and creativity development, using the unique space called ‘The Big Wine Storehouse’ at the ‘Winzavod’ art-complex

• With the support of scientific, social and cultural organizations we unite youth making it possible for them to implement their projects and develop new ones

•We form the interactive environment combining academic art, pop culture and experimental tech

the space

• ‘The Big Wine Storehouse’ at the ‘Winzavod’ art-complex

•unique space with six galleries and one big room and it’s suitable for exhibiting several media projects simultaneously

2 500 m2

green link is active

festival schedule

april 2009 - june 2009

!"#"$%&'()$*+)!,(-./"!

festival description

• Young musicians and media-artists work together in creative groups to implement their common projects

• Each group works in the Big Wine Storehouse for the duration of one to three weeks, making the space ‘media-activated’

• After the preparation process the group throws a party to present the achievements

• Some really experienced artists work with groups as counsellors

• Three stages of multimedia activations leads to the full-scale international festival with all the young media-artists and the headliners as even participators of the fest.

• In September - the most active month for our target audience - we launch a concert of the worldwide electronic music scene guru

!"#"$%&'()$*+)!,(-./"!

april may june september

creative laboratories [AbraLive]

1 session 2 session 3 session

festival[AbraFest]

1 day 2 day

concert[AbraShow]

1 day

festival schedule

2 scenes

!"#"$%&'()$*+)!,(-./"!

•Creative groups work with the global concept in mind:

•‘Evolution. New capabilities’

•Themes of the sessions are unified with the ideas of scientific, spiritual and creative development of society and human being

• Possible key-messages:

• human - space; water - information; the Earth - organism; action - reaction; personality - process; thought - wave

creative laboratories [AbraLive]7 000 expected visitors

!"#"$%&'()$*+)!,(-./"!

curators of the festival

• Musical program curators

• Andrey Smirnov [the founder and the director of Termen-center Moscow Conservatoire affiliated]

• Keith Fullerton Whitman [american composer and tutor at Berkley University]

• Sergey Kasich [Love Live Electronic / D.I.Y. форум]

• Visual program curators

• Vadim Epstein [russian video-artist]

• Piter Tolly and Graham Daniels [Addictive TV]

green links are active

!"#"$%&'()$*+)!,(-./"!

AbraLive for kids

•While the creative groups are assembling their projects we launch series of master-classes for kids

•The purpose of these classes is to acquaint youth with the tools and techniques of the new and contemporary media-art creation process

•We work with the already-formed art and technical hobby groups, but the classes are open for everybody’s attendance

•The classes are colloquium in their nature

!"#"$%&'()$*+)!,(-./"!

international festival [AbraFest]

• Steim (Holland)_/experimental

• Doravideo (JP) /audiovisual /drums

• Little Boots (UK) /mixed-media /experimental

• проекты AbraLive

• Вячеслав Колейчук (RU) /свето-кинетические скульптуры

• проект Reactable (SP)

• Autecrhe (UK) /idm

• Burial (UK) /dubstep

• Love Live Electronic (RU) /D.I.Y. /experimental audio

• Simian Mobile Disco (USA) /electro /psychedelic

• Ito Atsuhiro (JP) /audiovisual /optotron

• Bogdan Raczynski (UK) /techno /jungle

1 day - concert/exhibition 2 day - dance/exhibition

• The festival is two days long and it consists of academic concert, interactive installations exhibition made during [AbraLive] and headliners’ show

• Main feature of the second day is the headliners’ show which takes place at the adjoining Winzavod space called the Big Hangar

5 000 expected visitors

2 scenes

green links are active

!"#"$%&'()$*+)!,(-./"!

concert [AbraShow]

• In September - the most active month for our target audience - we launch a concert of the worldwide electronic music scene guru

• The show attracts people aged from 19 to 40 - creative, technical as well as artistic, club attenders, young professionals, media persons

APHEX TWIN

3 000 expected visitors

Partnership

together we can do more

!"#"$%&'()$*+)!,(-./"!

the unique ability

•Contemporary avant-garde and intellectual hi-tech culture becoming mainstream quite fast

•Now - when this culture is still changing- is the precious time for a decent brand to be integrated into it

!"#"$%&'()$*+)!,(-./"!

the concept of partnership

•We are interested in partnership with an IT/Telecom or other contemporary and developing brand

•We want to put the most advanced creative ideas into action while brand is adequately integrated into the festival context

•The uniqueness of the festival positioning [which is the Most Advanced Music and New Media Fest] and the space it will be implemented at gives us ability to put brand in the media-universe of the festival and into the minds of the attenders and participators

!"#"$%&'()$*+)!,(-./"!

partnership reasons

• Supporting the project reveals social concern of the brand in-line with GR support

• Participation in this interactive creation experiment stresses interest in development newest culture and info-tech

• Creative Labs [AbraLive] grants long-term positioning within participating creators as well as attendees of the most trendy art place in Moscow

• Brand values are integrated in creative teams’ tasks for developing installations

• Life-placement provides deeper and more cost-effective contact

• The [AbraShow] in September will activate media once again, creating second wave PR coverage

• Collaboration with Winzavod and ability to use their own marketing coverage raises effectiveness of the message spreading

!"#"$%&'()$*+)!,(-./"!

qualities acquired

• Being linked with the festival, brand gains and develops further such qualities as:

innovative, progressive, intellectual

artistic, bright, significant

!"#"$%&'()$*+)!,(-./"!

on-line/off-line:articles, highlighting events in friendly on-line and

off-line issues (afisha.ru, openspace.ru, geometria.ru, mixtura.org, 9linesmag.net,

44100.com)

marketing know-how

info partnership:cross-promo with radio and TV channels(Культура, A-One, 2x2, Megapolis.FM)

lifestyle PR

radio/TV

web promo:the content is promoted on 30 video-hostings,

top content is pushed via LiveJournal

mobile promo:placing the content in issues [‘free content’ area]

mobile operator co-promo [mobile services/direct marketing

blogging - LiveJournal, LiveInternet:information is distributed as in the existing apt communities so via influential opinion leaders

social networks - vkontakte, myspace, lookatme:information distributed via creating groups

and activation of the existing fans

viral

SMO

interactive provocation:we encode the exclusive headliners’ content and

the [AbraLive] participators’ media-insights into the QR Code and place them into the city environment

[as ambient media]

ambient media

!"#"$%&'()$*+)!,(-./"!

• As the code is shot - the mobile media formatted media [3gp/mp3/jpg] is downloaded.

• these media-pieces are specially created by headliners and participators as well as massively reproduced and re-done by media-junkies

• This code is activated via java-soft, available for more than 300 cell-phones’ models

• This code could be executed on almost any surface and almost any size, providing us finest ambient/guerilla content!

new media tool

QRcodedata matrix codea.k.a.

!"#"$%&'()$*+)!,(-./"!

integration abilities

• Several context fields are open for a brand to team up with aBrAcAdAbRa

• some of them are listed and we are eager to develop more after acquaintance with your brand positioning

hi-style pre partymedia education for kidsinteractive applianceart adoptationthe ‘usual’ opportunities

!"#"$%&'()$*+)!,(-./"!

media education for kids

• Software acquaintance

• video editing / sound editing / music making

• iMovie

• GarageBand

• Ableton Live

• Animation classes

• WACOM training and tutorials

• VJ-ing classes

• VDMX / modul 8

Partnership solution

count in Euro

!"#"$%&'()$*+)!,(-./"!

partner of the festival

title partner200,000

official partner100,000

partner50,000

Abracadabra

!"#"$%&'()$*+)!,(-./"!

partner of the festival event

[AbraLive][AbraFest][AbraShow] титульный партнёр

50,000

официальный партнёр30,000

партнёр15,000

!"#"$%&'()$*+)!,(-./"!

special offer

•Supporting festival with [multi]media hardware, materials or tech support

•you gain honorable status aBrAcAdAbRa [powered by]

Abracadabra[powered by]

[++]

[++]

We are proud to invite you to become the partner of aBrAcAdAbRa festival

april 2009 - september 2009

© 2009 НП «Абракадабра»

flashbackflip@abracadabra.rularissa@abracadabra.rudirector marketing and communications

Larissa Melikiants Serge Schukin

!"#"$%&'()$*+)!,(-./"!

bonus tracks

• NEW MUSIC STUDIO ft. VJ ZDEN

• VENETIAN SNARES ft. VJ EPS

• AMOEBA AV

• S. PERES ft. VJ ANTISHANTI

• aBrAcAbAbRa 2004

• aBrAcAdAbRa 2007

meet me there

http://www.youtube.com/user/abracadabrafestival

watch in HD!

click the links