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the
issue HIV / School / Experts / sex / Mobile TV / mobile / Emerging artists /folk / Turkey / forums / teachers / Bus Drivers / Staying Alive / chat show / bakeries / Dentists / Transformers / movies
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We all know young people write in that funny ‘txt spk’ but try and work it out! This is a text from a 17 year old Scottish girl:
“Hey hun! ws jst thinkin bout u ow weird lol! ws finkin nt tlkd 4 a yl! no cred! ye wel bin drivin alot n goin out 2mo nyt! cuz up4m england thurs-tues! Ope ur doin gd! u bin up2 much?i’m in bed! tb2my fn!
lv ya x”
answer on the inside back cover
MTV Sticky
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Welcome to the third issue of Sticky, the global youth trends monitor from MTV International Research and Planning team. Sticky has been designed especially to filter the tons of information flooding at us every day from around the world, selecting the bits and pieces that really stick. Putting all the cool stuff that MTV knows into one place provides us with:
• • • •
A tool to keep us close to our audience, wherever they are in the world. A sounding board for new ideas. Inspiration for communicating with our audience. Great material for presentations.
For daily updates check out our blogsite: www.mtvsticky.com Please join the ‘sticky’ family and send us your contributions too. Share the love. Don’t forget to subscribe to our email newsletter for regular updates directly to your inbox. Stuff’s happening all the time; make sure you know about it!
Enjoy Charlotte Moore Editor – MTV Sticky +44 (0) 20 7478 6172
Andy Davidson MTV Youth Trend Expert +44 (0) 20 7478 6632
The internal pages of this magazine are made from 100% recycled post-consumer waste (which is relatively unusual – a lot of papers can lay claim to some percentage of post-consumer waste, but very few can claim 100%). Laa dee daa!
Graham Saxton Senior Vice President MTV International Research & Planning +44 (0) 20 7478 6460
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MTV Sticky
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We meet so called youth experts everyday. Clever trendy people who claim to be able to tell us what young people are like these days. But no matter how many clubs they go to, or focus groups they run, compared with other members of society they simply don’t spend that much time just hanging around with kids – observing them in the full spectrum of their different environments. Teachers, bus drivers, convenience store clerks, dentists, bar staff, Prostitutes, Starbucks baristas, shop assistants, policemen – these are the real experts - on the front line spending their days immersed in our target group. Surely they must have a juicy insight or two? They sure do. A few examples:
The dentist told us that she has witnessed a surge in cases of Bruxia amongst youth (teeth ground down by clenched jaws – bought on by stress). Whilst the teacher told us they run classes teaching kids how to cope with stress.
If you don’t know the full story behind the Diet Coke and Mentos experiment, it basically involves dropping sugary Mentos sweets into a bottle of Diet Coke and watching it explode into a fountain of bubbles. Made famous via the many movies hosted on sites like YouTube, Revver and EepyBird.com, the experiment has entered more advanced stages of scientific discovery with bottle-rockets fuelled by throwing the already fizzing bottle on the ground and watching it fly! http://www.youtube.com/watch?v=U1QLQtdtte0
We think if Mentos made this kind of video available on the download section of their website it would be infinitely more successful than the current selection of branded PC wallpapers. It’s the new unofficial advertising.
The prostitute told us she has experienced a trend towards more requests for group sex as young generation of males attempt to live out their internet-fuelled fantasies. The college lecturer is astonished by how well his students work on group projects these days – thanks to their awesome digital communication skills - a task that usually flummoxed past generations. Predictably we had a lot of comments about kids’ declining levels of discipline. And whilst everyone over 30-years-old has moaned about this for the past 2000 years, things do seem to have taken a dramatic downward turn – did you have a resident police officer at your school? Or a squad car parked outside at the end of each school day?
Kids aren’t against brand involvement in MySpace. They see it as their town where they hang out and, well, towns have shops, and they still love brands. Entertainment brands in particular, are slowly figuring out how to position themselves in this DIY environment. The most successful so far has been the X-men movie with over 3 million friends. Interestingly one of the prizes offered as part of their campaign was the opportunity to unlock a MySpace feature that enabled you to have more than 8 people in your top friends list - what every social networker craves! http://www.influxinsights.com/ index.php?id=840
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on them and just self censor or keep their profiles private or if they move on to lesser known communities. On the basis of your research and experience, how is it best to communicate with young people?
The best way to communicate with young people is to be authentic, transparent and real.
The phrase ‘ul-jjang’ or best face is what people want in South Korea it seems. For the past year it has been reported that plastic surgery rates are soaring. Huge numbers of men are turning to surgical ‘enhancement’. A recent poll says 70% of men would consider it 50% of South Korean women in their 20’s have had some form of cosmetic surgery. The most popular area to alter is the eye lid, apparently it’s almost as normal as getting braces to straighten your teeth. www.post-gazette.com/ pg/05293/592034.stm
Stop talking and listen to what they have to say. Don’t try to be a young person if you’re not, don’t talk ‘teen’ or adopt lingo that isn’t natural.
Name: Anastasia Goodstein Age: 34 Job: Publisher of
Ypulse.com, Director at Current.tv How long have you been doing your job? I founded Ypulse back in April 2004 and have been working for Current TV since January 2005 Are there any youth culture ‘phenomenon’s’ that are still prominent in the media but are probably already on the wane?
It was only a matter of time before a socially attuned fashionistas of the world came up with an iconic design for the hoodie era. Welcome the ‘F*ck You’ hoodie by Japanese designer, Takahiro Miyashita, who recently opened a new store in the too cool for school Tribeca area of New York City. It sums up what the garment has come to symbolizes - gang culture, rebellion and anonymity on CCTV lined streets. Perhaps it could be a statement against being told what to wear by governments and the local shopping mall’s security guards.
Yeah, I think slowly but surely teens are beginning to understand that MySpace and Facebook are not really private spaces and are actually being monitored by parents, teachers and the cops. It will be interesting to see if they stay
It’s best to reach them online, give them a way to participate in what ever you’re doing. Let them create your products with you or shape what they will become. Give them a space to contribute their own words, images on video. Texting and IM is cool, but not really for marketing to young people - unless it is something they sign up for. No one wants an uninvited IM or text. Let them use these tools to communicate back to you. What is the most dramatic change you have observed in youth culture and behaviour over the last few years?
Young people are hyper-connected now, to each other and to media. They multi-task at a speed that would make your head spin. They have mastered the means of production and are creating and sharing their own media like crazy, competing with the traditional media being made for them. We are all still trying to figure out the sociological ramifications of this, how is this affecting peer relationships, family relationships, education, whether all this multi-tasking is good for teens.
www.thecoolhunter.net/fashion/fuck-you-hoodie/
Young people no longer know long distances or boundaries between them and people from other schools, cities or even countries. Everything and everybody are right there with the click of a mouse. How does this affect the work you do? Name: Ana Patino Age: 32 How long have you been doing your job? 10 years What is the average age of the young people you come into contact with? 13- 25
It affects my work positively in general terms, as now our communication and ways of promotion can flow via less expensive alternate media. Are there any particular social scenes you have noticed emerging? There’s a growing tolerance of social, sexual, religious or national ideologies among young people, because they have access to more information. What is the best way you find to communicate with the youth market?
According to M:Metrics, the mobile content specialists, 20% of UK based mobile phone owners will text to vote on a programme or send messages to TV and radio shows. Only 12.1% of German phone owners would do the same and in the US only 7% would use their mobiles to interact with a TV show.
In the Latin US market, even very young people are very involved in new technology and can reach out to information they care about through alternative media. What music is particularly popular at the moment? How do you go about spotting new music genres gaining popularity? For the teen and young adults market, the teen pop, both English and Spanish, is still the major genre in terms of music consumption. The romantic ballad is also liked, as well as alternative pop or rock. Reggaeton and urban genres are also highly demanded.
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MTV Sticky
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How would you describe the overwhelming attitude of the young people you come into contact with today?
A generation ruled by the pain of the election. It’s all about choosing: choosing shoes, choosing university, choosing a style, choosing a life.
Name: Hector Muelas Age: 26 Job title: Chief Editor Vice Magazine How long have you been working for Vice? 1 year What is the average age of the people you come into contact with? 18-30 years
You need to have an opinion, a position for everything. There’s so much to choose from, that it’s making us a little confused, creating a general anxiety, some sort of “neurosis of the election”. On the other hand that’s very positive, the huge flow and constant bombing of all sorts of information are making us way more critical and aware than our parents were. We are realistic, nihilistic and more sceptical, and not so naïve and idealistic as our parents were. The younger generation is even smarter. My little brother is 13 and he is way cleverer than I was at his age. He knows everthing about girls, drugs, sneaker brands or weird internet sites. The kids know everything,
they are perfect consuming machines. Our culture is making the kids become adults sooner, because they’re presented with more power than ever, they are a consumer sector that was ignored for ages. They are now a market by themselves. They know how to manipulate adults to get what they want, which is not necessarily bad. Check Bravo (a german magazine for girls aged 10-13): 6 years ago was all about “How to Meet Your Summer Love” and now its all “How to Give Good Blowjobs” or “The Bravo Guide to Petting”. What is the best way you find to communicate with the young people you come into contact with? Tell them the truth, let them be critical. Buy any lifestyle magazine you want, they all talk the same way, about the same bands, the same brands. Journalists are lazy and copy press notes all day long and that makes magazines look stupid. They put a band in the cover, they do an interview with the band and 2 pages later you have an advert for the new record of the band. That makes them look even
more stupid. Young people notice these things. My option is to be honest and offer them authentic information, raw evidences and let them think by themselves. They might not like it because truth it’s not always beautiful but that’s a risk I like to play with. I’m never going to talk about this great sneaker or band if I think it’s a piece of crap. Young people react better to authenticity than superficiality. Media is constantly trying to influence young people’s options and sometimes they reach that point. But real maturity comes from criticism. Therefore you need to talk to them the way they want to be talked to and let them draw their own conclusions. And you won’t reach that if you’ve not been there or if you’re just sitting behind your fancy desk in your fancy office with your fancy private school degree on the wall, trying to come up with new market research techniques.
In your opinion, what are the most popular ‘youth’ magazines in the market and what topics do they look at?
It would seem that there’s so much bad news in the world these days and so many forms of media through which to consume it. You can’t even log in to your email account without the headlines popping up onto your computer screen.
I still vote Gadis to be the most popular youth magazine. Besides Gadis there are also Cosmo Girl, Hai, Kawanku and Seventeen. The biggest challenge faced by youth magazines in Indonesia is the balancing act of providing youth with the information they need in a way that it won’t ‘violate’ youth needs and aspirations for freedom but are still acceptable in the parents’ eyes. The role of parents in media choice is very large in Indonesia. Many parents still hold conservative values, especially when it comes to their children.
Thanks to the Great News Network we have a place to find out about all the positive things happening in the world. www.greatnewsnetwork.org
Name: Isson Khairul Age: 45 Job: Ex-Managing Editor of
Gadis (magazine for teen girls) How long have you been doing your job?
I was at Gadis for 12 years What is the average age of young people you come into contact with? 25
Have you seen a change amongst young people over the last few years?
The most apparent change for me is young people tend to more and more aware about self presentation or their appearance. Plus, they’re now daring to be different. Five or seven years back, the behavior pattern of the youth was determined by their peers. They would pick anything their friends recommended. Now, individualism tends to take over. I think it’s a good thing. I’m not so sure about the cause of this trend, but I suspect media exposure has something to do with it. We live in an era when all kinds of information are available to everyone and in this situation it’s silly if you still depend on one judgment. Are there any new youth social scenes or lifestyles that you have become more aware of?
Everyone seems to have this aspiration to be a celebrity. Look at the contest like Indonesian Idol, Akademi Fantasy Indosiar (it’s a singing contest like Idol, organize by Indosiar) and so forth. In a sense it’s interesting, since we can expect that our youths’ aspiration for achievement is higher. But it can be alarming; it represents our youths’ attitude toward ‘instant’ culture. In every profession there needs to be a process to the top. These contests bypass all the process– they become instant artists, singers, celebrities. The worst part is, most companies will regard their job applicants as qualified if their CV contains remarks like ‘winner of a contest’.
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Technology is something old people like you worry about – it is irrelevant to youth culture. It’s not about technology; it’s what you do with it that counts. MTV International Research and Planning are in the middle of a big global study into how technology has impacted kids and youth lifestyles – here are some sneaky advanced thoughts.
Andy Davidson // August 2006
1. ‘Forwarding friends’ - the TV trendsetters Increasingly, getting video content seen by a large online community requires seeding it with the right people with the biggest profiles. We call them the ‘forwarding friends.’ The amount of work a mainstream youth audience will put in to finding content is minimal. They still want it pushed at them. Increasingly they are tuning in to favoured people’s profiles (their favourite channels essentially) whose content they love. Finding these influential ‘forwarding friends’ represents, for the media business, the search for the new style leader. This time, instead of finding the kids with the coolest trainers, we will be after the validation of those with the biggest number of ‘viewers’ and the twitchiest forwarding finger.
2. The World’s Greatest… Today’s kids are under intense pressure to be successful, being average is seen as failure. But how to achieve this high status? Not all of them can be successful students, businessmen, or famous singers, but the internet is providing an opportunity for all kids to develop a reputation for being good at something, even if it is just knowing how best to complete a level of Grand Theft Auto. Finding a likeminded group who acknowledges and respects your knowledge or expertise in some obscure area of culture is a key driver for spending time on-line.
3. 15 megabytes of fame – rise of the ‘Attention whores’ This is the sharp end of the ‘world’s greatest’ wedge. Unlike the world’s greatest, who are content with gaining niche notoriety, the ‘attention whores’ create content to appeal to a mass audience. Utterly narcissistic they represent a new tribe of youth who are utterly addicted to getting attention of any sort from anywhere.
4. Keep it Simple - the one page website One of the less documented strengths of myspace is to quote one 16 year old: “everything you need to know about a band is just there on one page.” With a mass of info available, people want easy access in a consistent format - here is one of those that does it best - http://popurls.com/ - the ONLY way to keep track of global web buzz. All the latest good stuff (words, images, and video) people are uploading and talking about on one page.
Name: Maria Eugenia Stekelorum Age: 30 Job: Dentist How long have you been doing your job? 5 years What is the average age of the young people you come into contact with? 14
Are young people on the whole taking more or less care of their oral health? Most of the teenagers that come to my office are with their parents. It is very strange if a patient of this age comes by themselves, unless they’re suffering extreme pain. Teenagers generally disregard their personal care, clothes and hygiene. What are the most common causes of dental problems amongst young people today? I now see many patients with Bruxism which is hyperactivity of the muscles, generated by squeezing of the teeth. The main cause of this is stress. This has become more common over the years it could be because of the type of food being consumed, but also the stress that teenager’s experience. What kind of young people actively seek to come to the dentist rather than avoid it? Most of the teenagers come to the dentist because their parents tell them so, not because they want to. The most common reason for visiting is for the aesthetic work - whitening of the teeth and working on positioning.
5. Going Underground Dominant online monsters like iTunes and Google are all well and good if you are interested in going with the crowd – but one of the whole points of the internet is that it enables niche communities to flourish. As the digital music community grows iTunes simply cannot cater to dedicated music fans of independent artists. It’s not quick enough, it’s not in-depth enough. For example - http://www.breakbeat.co.uk/ drum & bass arena has over 300,000 unique visitors a mont and features every obscure remix you could possible desire. Similarly in the search world changes are afoot: http://swicki.eurekster.com/ - touted as a potential google killer – the search engine actually learns the stuff you and your community like – instead what a billion random morons like.
In May this year the marketing team for lad’s magazine ‘Zoo’ were given permission to use their £10K a week budget to create viral promotions rather than their more conventional TV ad campaigns. They in turn produced ‘Zoo Tube’ a blog which documents crazy, and often pointless, stunts carried out by members of their editorial team. These weekly tasks are filmed and uploaded to YouTube and linked back to the blog, which unsurprisingly carries advertisements for each issue. It’s an interesting response to the current media climate, crude but clever. www.zootube.co.uk/
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How do you think technology has changed the industry you work in?
It has been positive, for example, The Bamboos, who are based in Australia, have just recorded three new tracks and they MP3’d them to me today. Tomorrow I will be playing them at my DJ gig in Spain and I will get an immediate response to the music from clubbers. The negative impact is people copying CDs we sell. Name: Rob Luis Age: 35 How long have you been doing your job?
My first paid DJ gig was when I was 16 but I have been making a living from music for the last 13 years. What is the average age of the people you come into contact with? 16-40
What kinds of music are the people you are playing to getting most excited about at the moment?
At the moment without being too biased a lot of the releases forthcoming on Tru Thoughts and Zebra Traffic such as Quantic, Rup, Spanky Wilson, Jumbonics, Diesler, The Bamboos and Dirty Diggers are getting amazing reactions.
What is the best way you find to communicate with the young people you come into contact with?
Promotion wise we tend to let the music do the talking and keep our website up to date. We also have an emailing list and a magazine we send out, but it’s all about the website really. How do think the bar/gig/clubbing scenes have changed over the last few years?
When I started DJ-ing in 1985 I was the only person in my year who wanted to be a DJ. After the summers of 89 & 90 I noticed that everyone was starting to want to DJ, I think this reached a peak in 2000 and now everyone that owns two records is a DJ!
Name: DJ Frank Styles Age: 31 How long have you been doing your job?
I have been in the major clubs for 5 years Where do you play most often? I mostly play at clubs but lounges are becoming more popular now so I have been getting into that scene. What kinds of music are the people you are playing to getting most excited about at the moment? People like reggaeton, hip hop, and reggae Have you noticed a shift in attitude amongst people of this age group over the past couple of years? People are willing to be more open to different types of music. I see white people dancing to Merengue (Latin dance) and I see the hip hop crowd liking rock music.
Another example of traditional techniques going ‘virtual’ - on 12th May this year BBC Radio One hosted the first ever virtual Big Weekend festival in the on-line game Second Life.
How do think the bar/gig/clubbing scenes have changed over the last few years? People are more relaxed in the way they dress at clubs and the clubs are less demanding when it comes to dress codes.
http://crystaltips.typepad. com/wonderland/2006/05/ radio1s _ one _ bi.html”
On the theme, we also love U2 SL, a U2 cover band who regularly perform in the game. They even support the same charities (One, the African Well Fund and Make Poverty History) as U2 but in the virtual world. www.u2insl.com/” http://www.u2insl.com/
Wicked Campers, a van hire company originating in Australia has brought the concept to the UK. Soon we will all be able to experience the hippy lifestyle in their insanely decorated camper vans. The establishment of an official ‘festival season’ across Europe means that there’s a whole load of festival virgins turning up at events this year. They’re wide-eyed, over packed and far too clean but now they can hire one of these vans they’ll blend right in... maybe. www.wickedcampers.com.au
DISCLAIMER: U2inSL is a role-playing group in Second Life which exists in support of One Campaign, Make Poverty History, African Well Fund, Music Rising and others. No money is being made. The group is not affiliated with the real U2. “U2” is a registered trademark owned by U2. “Bono” is a registered trademark owned by Bono/Paul Hewson. All rights reserved. No infringement is intended.
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Which genre of music do you think has made the best use of the world wide web/community bandwagon? It’s more about an overriding cultural acceptance of the internet and mobile by a broad range of ages and demographics.
Launched last year, Xenii (Ex-e-knee) gives a little of its pretension away with its hard-to-pronounce name but this members club pushes the concept further still. To become a member you must pay $5000 and for this you get invitations to private society ‘After Lounge’ parties and the possibility of meeting your favourite celebrity at said events. It’s celebrity culture gone mad; they are effectively selling attention hungry celebrities to their very own stalkers! http://xenii.com/
Name: Adrian Pope Age: 34 Job title: Head of Vital: Pias Digital How long have you been doing your job? Since VPD’s
creation in January 2004
Nowadays singles are released digitally before the hard copy hits the shelves, how important do you think it is for singles to get this early head-start? Crucial - once the music or video is broadcast for the first time it is in the public domain, digital enables consumers to access music when and where they want. It’s worth noting that the mobile products (e.g. video and ring tones) do get released at the same time as the radio/TV release dates as these products do best during the growth of the airplay and do not impact the sales figures for the physical release.
In respect to music trends, most popular genres work in the digital space in terms of access to information and promo material, but from a commercial or sales standpoint, pop, urban, dance and electronic do better generally speaking than rock, punk and metal. Do you think other genres of music suffer as a result of other types hogging the limelight? There will always be polarised degrees of exposure. Big artists with all the cash behind them tend to dominate the mainstream media. On the plus side, technology has enabled people much greater and easier access to a far wider repertoire of music than ever before. We see genuinely significant levels of sales of material that otherwise would be very hard to find or justify racking in the physical world. How do you think the music industry will be coping in five years time? Do you think there will be more labels or less? Fewer big labels and more smaller; what constitutes a label is changing. A label might just be two people that have access to the talent and repertoire.
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More releases or less? Probably more but that doesn’t mean there will be any more good ones! More charts or less? As more product types develop, with ring tones and video tones etc., people love to have a chart to drive sales. In my world, the singles chart is not as critical to our labels and releases as it might be to some. MySpace and artist self promotion - how long do you see that lasting? People have been going to artist sites for years. MySpace isn’t anything new other than it brings all those artist sites together under one roof. The reality is that most artist sites have a ceiling in respect to how many people will visit at any one time. It’s about how you can broaden your audience outside of MySpace and artist sites whilst remaining true to the fan base that’s the key. Are there any new artists you’ve seen doing particularly well via download recently? Bob Sinclar – ‘Love Generation’ and ‘World Hold On’ are doing well. Armand Van Helden’s ‘My My My’ continues to sell well despite originally being released over two years ago. Jose Gonzalez continues to sell too. Fat Boy Slim’s new album has done well as has Embrace’s Official World Cup Song ‘World at Your Feet’.
Name: Anton Kiba - DJ 0501 Age: 25 How long have you been doing your job? 13 years What is the average age group you come into contact with? 20-45
Is there any particular social scene in Russian clubs that you have noticed emerging.
What kinds of music are people getting most excited about at the moment?
I have noticed an increasing popularity in hip hop and R n B. There is a lot of Russian hip hop being born, a lot of western plagiarism and a new fascination with Snoop Dogg style lifestyle.
The music genres in fashion are: Tech-House, Minimal Tech and Electro. Some of the more popular artists are: Bob Sinclar, Suicide Sports Club, Phonique, Danny Tenaglia, LCD Soundsystem and Telepopmusik.
Have you personally noticed any changes in the attitudes of young people in your local areas over the last few years?
How prevalent are drugs amongst young people do you think? What kids of drugs are you noticing in the clubs?
From what I see young people lately are much more free and left to their own resources. They have become more materialistic and cold towards each other. Music is used by different classes to express either their pain and detachment or their wealth and style. What do you think the majority of people go to clubs for - to dance and listen to the music or meet people? Generally the older public are more interested in meeting someone, whereas the younger generation usually don’t care what happens as long as they have fun. How have you felt the impact of technology on your industry? Technology has had a huge impact. Take the latest sound of the Benassi Brothers. Russia is trying to catch up with the western sound level but so far we are still behind and using old technologies.
The use of drugs among young people is quite frequent. In the clubs you can find drugs of all kinds: legal drugs like tobacco, alcohol, energy drinks, amphetamines, ‘lanza perfume’ and ketamine and illegal drugs like marijuana, cocaine, poppers, drugs of design and LSD. First ecstasy was fashionable (MDMA), then MDA arrived, and the latest thing I heard of is the ‘Intelligent’ drug. Name: Edmundo Sammartino Age: 31 Job Title: DJ How long have you been doing your job? 14 years What is the average age of the young people you come into contact with? 22
How do you see the clubbing scene has changed over the last few years?
Nowadays, massive parties are more popular among young people than clubs. People are following the DJ and not the club.
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MTV Sticky
Lo Fi Fnk
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(Moshi Moshi Records)
http://www.lo-fi-fnk.com/ http://www.myspace.com/lofifnksweden
They have 913 friends on MySpace at the moment and they joined in December 2005, so get in early. Two impish young man-boys from Sweden named Leo Drougge and August Hellsing show us once again that electro is where it’s at right now. With names like that they’d be best sellers at Ikea let alone on iTunes music store. With enough pop to appeal to the masses LoFiFnk look set to bring a little synth to our lives over the next few months. Their debut album ‘Boylife’ is due out across Europe any day now. Check out their arty low budget video for ‘Wake Up’ on YouTube - http://www.youtube.com/user/lofifnk. Now that’s how you look cool dancing to electro!
Anonymous Twist http://www.anonymoustwist.com/ http://www.myspace.com/anonymoustwist
He’s had a MySpace page since September 2005 and he’s only made 622 friends.
This is laid back hip hop which sounds straight out of the west coast, but actually hails from Canada. Fat beats and lazy vocals rock you gently and remind you of what good hip hop is really all about - backspinning, scratching and rapping simultaneously. Last years debut solo single ‘Royal Flush’ is a classic example of what Mr Twist has to offer - he’s the one man band of the hip hop world and with live performances building his profile, people are going to know about him soon. Sample-tastic!
Jeremy Warmsley
(Transgressive Records)
http://www.jeremywarmsley.com/ http://www.myspace.com/jeremywarmsley
He’s had a MySpace page since May 2005 and he’s made 2740 friends. This is magical electronic folk that sounds like something you’ve heard before, only now it’s better. Giving a new twist to nostalgic love songs, he writes, sings and produces music on the humble computer. Occasionally he plays all his own instruments. Currently touring bars and festivals in the UK - Warmsley has his own forum and website and his debut album ‘The Art of Fiction’ is out in September this year - this man is ready.
Panico
(Tigersushi Records)
http://www.panico-band.com/ http://www.myspace.com/panicoband
They’ve been on MySpace since November 2005 and they have 2952 friends This is an amazing Chilean 5-piece band who have been known to tour with Franz Ferdinand. Now based in happening Paris, they not so modestly describe themselves as, ‘the explosion of the new sound’ and maybe they’re right. Imagine The Rapture going head-to-head with a garage outfit from the 1960s, fronted by a howling Chilean disco diva, and you won’t be far off. Their debut album ‘Subliminal Kill’ was released earlier this year and is just waiting to be discovered.
Last year Lamb’s lead singer Lou Rhodes left to work on folk based solo projects with her own label Infinite Bloom. And names like Tunng and Simple Kid have continued to broaden their reach. Folk seems to be having its moment to move closer to the mainstream. A growing authentic living ethic at a time of controversial politics and war, along with an increasingly vibrant and varied festival scene means that this is the perfect time for The Green Man Festival to become ‘cool’. Jose Gonzalez will be playing along with the likes of Adem, Kieran Hebdon (Fourtet) and King Creosote. http://www.thegreenmanfestival.co.uk/
It will be worth checking it out if not just for the music, but for the uber grunge chic crowd it attracts.
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MTV Sticky
The Grates http://www.thegrates.com/ http://www.myspace.com/thegrates
A MySpace member since July 2005, they’ve totted up 13,652 friends. This Brisbane based 3-piece take kitsch to another level. They might look brighter and more smiley than the B52’s, on acid, looking through a kaleidoscope, whilst wearing rose tinted glasses, but the music they belt out is pure rock and roll. If Belinda Carlisle and Kurt Cobain had pro-created, lead singer Patience Hodgson would have been the product. ‘19-20-20’ arrived in the UK this July and marked their first release over here. They’ve already made their mark in Australia and look set to take on Europe with their album ‘Gravity Won’t Get You High’.
The Weepies (Nettwerk Music Group)
Recently games manufacturers wanted to clamp down on second hand game trading because it cut the producers out of a revenue stream. Pretty harsh. Well they won’t like this either: Lala.com allows fans to trade music for $1.49 (includes shipping) and 20 cents of profits made on sales (or swaps) goes to the musicians instead |of the record labels.
http://www.myspace.com/theweepies http://www.theweepies.com/
They’ve been signed to MySpace since May 2005 and they’ve 6738 friends. It’s been said that The Weepies will, ‘get you in your Joni Mitchell soft spot’. Really soppy acoustic love songs that will undoubtably mean something significant to everyone at some point. Singer/songwriter Deb Talen and Steve Tannen are the original folk-loving nerds and their new album ‘Say I am You’ is doing the rounds right now. Something of depth born from a musical association in LA has got to be special and the fact they’re on the soundtrack to Jennifer Aniston’s new movie can only help prompt their imminent notoriety.
Spank Rock
(Big Dada Records)
http://www.spankrock.net/ http://www.myspace.com/spankrock
On MySpace since February 2005, Spank Rock have made 8083 friends. Four guys from Baltimore collide and create the distinctive, innovative Spank Rock sound - foul mouthed, funky and never short of bass. Their debut album ‘YoYoYoYoYo’ is going down well, the band are touring mercilessly and will be playing to crowds from around the globe this summer. No ear left unexposed - Spank Rock will be fully ‘emerged’ in no time.
SemiFinalists http://www.semifinalists.co.uk/ http://www.myspace.com/semifinalists
On MySpace since February 2005, they have 4397 friends. This 3-piece band formed from art school roots in London and now they create pretty indie rock tracks. The kind that’ll sound great as you stride down the road with your mp3 player in your ear and a wistful look in your eye. They’re on a UK tour at the moment, with none other than Jeremy Warmsley as support, and their debut album rather unimaginatively titled, ‘Semifinalists’ was released earlier this year. Playing the big festivals this summer, they’ll definitely win the sentimentality vote with blissed out audiences.
These French born and based DJ technicians create their very own tunes by scratching up other instrument based vinyl beyond recognition across four decks. Their first single, ‘Too much Skunk Tonight’ was big news in France, Sweden and Japan. It’s this kind of added skill factor that will continue to engage a vinyl audience internationally. www.birdynamnam.com/
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MTV Sticky
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How would you describe the overwhelming attitude of the young people you come into contact with today? Because I teach young singers who are on a professional path, I often come in contact with determined, sometimes impatient young people, who believe they only have a short time to learn the essentials. The competition they encounter on an everyday basis is often implied in their appearances or in their desire to escape it. For example, I often come across young people who are very drunk or on drugs at the night. Perhaps, this state of being ‘out of themselves’ also helps them disregard rules and experience sex or intimacy, which they are missing in their day–to–day life. What pisses off young people when they’re out for the night? Rejection, from a person they desire or rejection from a club they wish to get into, or when someone in their group chooses not to participate. Name: Daniel Dodd-Ellis Age: 32 Job Title: singer, song writer,
voice teacher in Hamburg, Germany & Dallas, Texas
How long have you been doing your job? 5 years What is the average age of the people you come into contact with? 18-33
What things, people or music do they get most excited about? They like hip hop, house and techno/trance. Music, sports and celebrity are still popular amongst young people even if celebrity’s role and power has been decreasing over the last 5 years. Nowadays everybody can be a star.
Song Tapper will blow your head off. You simply tap the rhythm of a song of your choosing into your keyboard and it will retrieve the details for you. It’s the perfect solution for the next time you know how a song goes and you’d quite like to get hold of a copy, but you don’t know who it’s by or what it’s called. www.songtapper.com/s/tappingmain.bin
What is the best way you find to communicate with the young people when it comes to promoting? They like word of mouth promotion, to hear it from someone they trust, and to feel like an insider. Have you noticed a shift in attitude amongst people of this age group over the past couple of years?
Mobile telephones have made them much less reliable, because people can easily arrive late or cancel an appointment at the last minute – just by sending an SMS. How do think the bar/clubbing scenes have changed over the last few years? Is it busier or becoming less popular? Young people today are harder to entertain. They need more bars for more drinks, they want more people and they expect several dance floors for all their music tastes, plus a chill out area - all in one club. Rotiboy bakeries are the Asian answer to Krispy Kreme. Our researchers in Thailand recently spotted the queue from the store snaking around the corner; intrigued they joined the queue and according to them the buns were the sweetest, lightest, fluffiest buns to ever pass their lips! Their signature bun is called the Mexican or Rotiboy Bun and apparently they shift 20,000 of them a day across their stores in Singapore, Thailand, Malaysia, Hong Kong and Jakarta. The Bangkok Post recently looked into the phenomenal popularity and one 21 year old left this comment on the news site in response to the article, “I kind of like it but not that much. But more importantly, having tried the bun made me feel like I’m in the trend.”
www.rotiboy.com
How have you seen attitudes change over the last few years
I know that young people do not like it when clubs impose strict dress codes; they like to know that they can enter a club even if they are just wearing jeans or whatever their own sense of style is. How do you feel the NY clubbing scene is going at the moment?
Right now my DJ’s play a lot of Reggae and Reggaeton; I can say top 40 is out for sure. How have advances with technology affected the way you do your business?
Name: Andres Rodriguez Age: 42 How long have you been doing your job?
I opened this club 3 years ago What is the average age of the people you come into contact with? Over 21
Technology has opened up new ways to advertise. I have a website and link to other sites which offer discounted passes for the club. My promoter also sends emails to customers notifying them of special events or a specific themes night. And when it comes to my clients being of legal drinking age, I feel secure that all my customers are over 21 since we own a scanner to detect fake IDs. What in your experience makes a good club?
A good club is one that gives its public the newest music and offers a safe environment. I make sure that every one feels they can have a good time without any problems; I have 3 bouncers outside and 4 inside. There are also cops that pass around the premises to make sure that every thing is safe.
‘The Teriyaki Boyz’ are all of Japan’s best hip hop artists rolled into one. Created by Nigo the Bathing Ape mastermind, he is naturally using the new super group as a vehicle for his clothing line. Their album ‘Beef or Chicken’ was released in November 2005 by Def Jam records and they performed to high acclaim at the MTV Asia Awards earlier this year. www.teriyakiboyz.com/index2.html
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The new ‘coolest club in Singapore’ is opening in St James Power Station on Gateway Avenue as part of a harbour front precinct development managed by Mapletree Investments Pty Ltd. Rumour is rife that these 60,000 square feet of pure entertainment will finally knock the renamed Zouk club off its 15 year pedestal. It will feature at least 9 separate clubs but one entrance fee will give you access to all of them. Due to open at the end of 2006. www.stjamespowerstation.com/
Name: Zuza Ziomecka Age: 29 Job title: Editor in chief of Aktivist
(Polish urban nightlife guide)
How long have you been doing your job? 4 years What is the average age of the people you come into contact with? 24 How would you describe the overwhelming attitude of the young people you come into contact with today?
There are two radically different groups of young people growing up in Poland today. There’s the driven, ambitious, ‘will work for an iPod, want to take over the world’ group – dominated by women – and the slacker, devil may care, ‘stay home with mom because who wants to do their own dishes’ group. Both groups, however, have a growing sense of global pop culture and a healthy need to play. This includes clubbing, alcohol, although increasingly beer and wine versus the former generation’s religious devotion to vodka, music, music, music, and weed Grass remains more of a boy toy. The girl dominated ambitious group will use clubs as a stage for their own personal fashion show, while preferring smaller parties at home for socializing with close friends. The slacker group is different; they still live with their parents so home is not much good as party base. They flock to clubs to spend time with friends. They have less money than the ambitious group and they tend to frequent pubs and student clubs where cost of entry is free or low and beer prices don’t soar far above the store average. What things do they get most excited about?
Poland is still a struggling economy and, although new technology and high fashions are more and more accessible, the average young person can only aspire to them. That motivates the ambitious group to put their shoulder to the grindstone and develop their careers in hopes of achieving the kind of success they need to live the modern urban lifestyle. It frustrates the slacker group who look for short cuts such as fake brands, secondhand clothes and gadgets bought from Poland’s auction site. They go for a hip hop style which on the surface represents the average downtrodden Urban Joe. The Internet is where we are seeing the most action in contemporary Polish youth culture, because high speed connections have become affordable most city dwellers have access. We’re seeing a boom of online communities, blogging and moblogging, and online shopping. What is the best way you find to communicate with the young people you come into contact with?
Can you tell me what customers buy what drinks?
The younger customers usually order soft drinks or juices, as they come to a place like this to hang around, socialize with friends. Have you had to ask any young people to leave the bar recently?
Name: Damiri (Idam) Age: 36 Job: Bartender in News Café What is the average age of you people you come into contact with? 22-28 How long have you been doing your job?
8 years
This is a ‘clean’ joint, no drugs no narcotics, no ‘chicks for sale’ unlike several other places in Jakarta. As I pointed out before, our customers are mostly young educated people. Is there any particular social scene you have noticed emerging over the last few years?
They’re talking on phones and text messaging all the time. I liked the way they used to socialize when a cell phone was still a luxury – they would talk with the people on the same table or talk to the bartenders. Now, almost nobody talks to the bartender anymore except when they’re ordering something.
Online - when we want new talent for the magazines, we look for authors in online magazines like www.parasol.pl or www.porcys.pl. When we need a new copy editor we reach into the hyperactive online networking community www.grono.pl. When we want to say hi, ask a question or send a party invite, we use chat tools like www.gadu-gadu.pl. When we want to call a friend abroad or video chat, we hook up to Skype. Cell phones are so prevalent that I almost forgot to mention them. Kids are getting phones very young. In fact, the new nick name for first communion is first Komórka (cell phone). Heyah, a new telephone operator hit the market over a year ago introducing market breaking phone rates that helped activate this youngest market segment.
Since rent in city centres is so high most young entrepreneurs have gone online with their clothing boutiques, record stores, toy stores, art galleries, music publishing etc.
Imity has created a new social networking application that uses Bluetooth to allow you to message people who are using the same software within your vicinity. Ever wondered if you’ve passed someone in the street that you’ve only ever spoken to online? This is increasingly common, so with an additional plugin feature for MySpace or OpenBC Imity also saves a list of people passing by as well. The next time a user logs into their MySpace account they get notification of who they passed as well as where and when. http://www.imity.com/
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MTV Sticky
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An Inconvenient Truth http://www.climatecrisis.net/
This could do for the environment what Supersize Me did for the war on obesity. Director Davis Guggenheim presents a documentary following Al Gore’s campaign to raise awareness about global warming; his mission, to sway anyone who still believes the negative affects of climate change are debatable. The film looks to inform audiences about the global emergency currently being dangerously downplayed by those most threatened by the steps toward solution. Quite entertaining irrespective of the heavy subject, it’s bound to cause a scandal.
Southland Tales http://www.southlandtales.com/
Richard Kelly, writer and director of Donnie Darko brings us Southland Tales, a darkly wry ‘almost’ futuristic story set in Los Angeles in the summer of 2008. Sarah Michelle Gellar appears as Krysta Now, a porn star looking to brand herself as a reality television project, whilst the rest of the US civilization around her looks set for social, economic and environmental disaster. She partners with action film star and amnesiac Boxer Santaros (The Rock) and police officer David Clark who holds a secret about a government conspiracy. It’s got the potential to be another cult if the audiences don’t get lost beyond the plot.
Children of Men This is the new film from Turkish director, Alfonso Cuarón, famed for his work on ‘Y tu mamá también’ and ‘Harry Potter and the Prisoner of Azakaban’. In 2027 humankind is on the brink of extinction as women have been rendered infertile presumably by pollution or the affects of genetically modified food. There are no children, the youngest remaining person on the planet is 18 years old, and then he dies. Everything seems hopeless until one woman gets pregnant and becomes the only hope for human survival. It has all the signs of a feel good flick and a soundtrack to make grown men cry. Clive Owen, Julianne Moore and a very old looking Michael Caine star.
Takeshis’ This film is being compared to ‘Being John Malkowich’ and described as a ‘post modern deconstruction of director Takeshi Kitano’s various media personalities’. The protagonist Beat Takeshi lives in the ever more surreal world of showbiz and then he meets his own look-a-like named Kitano, a store assistant and unknown actor waiting for his lucky break. Upon this chance meeting Kitano begins to hallucinate that he really is Beat Takeshi and so the fantasy begins. Weird, and yet compulsive watching.
MTV Sticky
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In July 2007 Transformers the movie arrives at our cinema screens and if the kids don’t understand what’s SO cool about a lorry turning into a robot, then it’s probably about time we all give up on them! 25-30 year olds around the world will be peeing themselves with the anticipation of this release. Young parents will be forcing all the associated merchandise on their kids so secretly they get to play with it too, in private. www.transformersmovie.com/
Name: Katie Stevens Aged: 21 Job title: Starbucks employee
(& trainee primary school teacher) UK How long have you been doing this job? 4 years What is the average age of young people you come into contact with? Anything from
12 to 20-ish
When do kids come into the coffee shop?
Viral clip culture is transforming the way people think about TV content. In terms of who makes it, what TV content can be, and the micro communities that spring up around certain super-viral clips.
They come in anytime between 3pm and 4pm everyday, as soon as they come out from school. We get all the Rocker kids and the Emo kids, and sometimes we get the Hoodies too. Whoever they are, there will be about 2 of them that will actually buy a drink, one of the cold drinks like the Frappuccino or the caramel milks, and then about 15 of them will go upstairs to the seating area.
Here are some homemade clips with the sort of stickyness we love: Amateur animations by a 14 year old boy from the UK, and they’re actually quite cool with their low budget-ness.
What’s their behaviour like whilst they’re upstairs?
Do you think the music you play in the lounge area attract the kids?
They’ll make a lot of noise, messing around and chatting. They throw bits of cake at each other and make a mess. Quite a lot of the time they’ll be meeting up and snogging each other. We do get some customers that complain about the noise to us. If I go and ask them to be quiet the kids seem to respond quite well to me, because I don’t look that much older than them.
It definitely used to. We used to play much more grunge and indie stuff. Our Manager hates the kids coming in and hanging around. She always puts jazz CD’s on to try and put the kids off hanging around - and it does seem to work!
If a manager goes upstairs, or maybe someone else who’s a bit more strict, then they get a bad response from the kids. I don’t blame them really, if the kids get spoken to a way that is rude then they’ll be rude back. I understand they have nowhere else to go – so I’m a bit more lenient with them.
It’s happened a few times; a Hoodie kid will run in and drop a stink bomb. That’s horrible - it’s like the worst thing you can imagine!
What are the main kinds of kids that come in here?
It’s mainly the Rocker kids and not many Hoodies or Chavs. If the Hoodies come in they tend to order their drinks and then take them out and hang around on the street outside. The rocker kids come in and stay for hours. It’s a cool place for kids to come - it’s either this or hanging around outside Argos around the corner. They don’t want to cause trouble, they just want somewhere to go. I think it’s the fact it’s almost a grown up space too - they’re not hanging around on the streets but they’re not at home or at school either. The Hoodies are under a lot more pressure from their friends - they have to live up to their attitude. It’s harder for them not to do drugs and smoke because that’s what all their friends are doing.
www.youtube.com/watch?v=DvcYzib74mw&feature =TopRated&page=1&t=t&f=b
Martial art expert or clever editing? stuff looks fairly amazing.
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What are some of the worst things you’ve had to deal with in terms of trouble in the shop?
To be honest we don’t have too many problems but the worst occasions have been drunken old men coming in and causing trouble. It’s actually such a stereotype that kids are causing trouble all the time. I think it’s probably making the situation worse, treating them all with the same suspicion. How about with the teaching, what have been the most surprising things you’ve noticed?
One of the main things that surprised me was the amount of young parents I meet. I teach 4 or 5 year olds and their parents would be my age or maybe only a little older. I’ve been teaching in quite financially well-off areas around Bromley and the suburbs but most schools put a lot of emphasis on technology. Every child will have time on the computer - either one computer per child, or for working in pairs. They all have flat screens, nothing like when I was at school!
www.youtube.com/watch?v=5iFB2RK3Bgg&search =kick%20karate%20ouch
TV shows for low budget subversion. www.nearlygood.com/video/dubbedpowerrangers.html
Devvo is famous on the internet for being sub-moronic - he has just recorded a song and recently been given his own show on British digital TV channel E4.
What’s the general attitude of the kids that come into the store? They tend to be really buzzy and excited; they can’t wait to see the new stock.
www.youtube.com/watch?v=L9GP4cxHlUc&search =devvo
You can tell the age of the girls by the stuff they’re buying. If they are younger they’ll be buying footless tights, ballet pumps, short skirts and vests for layering. If they’re older they will be looking at the more bohemian stock and for vintage looking accessories. Younger girls will be paying in cash – I guess pocket money or tips from their waitress jobs, and the older girls will be paying on a credit card.
The Emmalina monologues, a video diary broadcast by a girl from Australia - building quite a following despite her mind numbing banality. www.youtube.com/watch?v=8wWO4QR8RWQ&feature =Views&page=1&t=t&f=b
We recently changed the instore music to more funky house tracks. This helps to get the customers excited, it’s played loudly and it feels like you’re in a club. Name: Freyer Lee Age: 27 Job title: Assistant Manager
at Miss Selfridge store, Oxford Circus, UK How long have you been working at the store? 4 years
What’s the worst behaviour you’ve ever had from a young person coming into the store? To be honest we don’t have too much trouble. Previously, before we had the brand overhaul, when the clothes were definitely for a much younger market, say 13-18, we used to get groups of girls standing in the shop door way sucking lollipops and we would have to ask them to move along. Even with shoplifting, we don’t really have to deal with it because there are loads of security guards all over TopShop and Miss Selfridge. Plus there are cameras everywhere, it’s like Big Brother! So is the celebrity connection is pretty strong? When Chantelle was in the UK Celebrity Big Brother house - you could just tell that there were going to be loads of girls coming in looking for Chantelle-like clothes. The Geldoff sisters, Fifi Trixiebelle and Peaches come in to the store quite a lot. They’re really good at mixing and matching vintage with our ranges and are influencing people at the moment.
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MTV Sticky
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Name: Tony Offe Age: 45 Job title: London bus driver How long have you been doing your job? 11 years
Anyone trying to bag a girlfriend or boyfriend through online social networks will know the true importance of a good profile picture to make that first impression. In Japan Elecom and Buffalo are offering webcam models called ‘Beauty Cams’, that actually soften the edges by brightening captured imagesand makes you look more beautiful than you actually are. It works for video chats too - bonus!
Have you noticed any change in the way young people behave over the last 11 years? I think their behaviour has got worse. They get on the bus talking loudly, talking on their mobile phones, playing music on their Mp3 players. They play their music so loud everyone on the bus can hear it. The girls seem to be worse than the boys - they are always talking, shouting and pushing each other - they don’t care.
http://asia.cnet.com/ reviews/blog/ mobileojisan /0,39050793,39302302,00.htm
The main thing boys do is use the emergency release on the door to get off the bus if we’re stuck in traffic but not at a bus stop. It’s just impatience. Bus drivers in general don’t have a very high opinion of kids, because of the hassle they cause on the buses. Sometimes other bus drivers don’t stop at the school bus stops to save themselves the trouble. Things are easier now with the bendy buses, as drivers don’t have to handle cash or deal with the passengers. There are schools in Camberwell and unless there are police cars outside when the kids come out at the end of the day - there’s a riot! They just don’t know how to behave and will behave badly if left alone. Can you give an example of some of the trouble they cause? One of my colleagues was driving through Camberwell the other month and he noticed a fight on the pavement. There was one kid getting beaten up by five other kids, so he stopped the bus so the kid that was getting beaten could jump on. One of the other boys picked up a rock and smashed the front window. At that point my colleague got angry, so he ran after the boy that threw the rock and tried to hold him while he called the police. He forgot there were another 4 boys and they came and they started to beat him up too. He went to hit one of the kids in self defence and the boy said, ‘I’m 14 if you hit me you’ll go to prison’.
Phone Tag, is a man hunt game in which players track each other down using a GPS-enabled map on their phone’s screen. No physical contact is required but you do send a text message when you’re within a few metres of your target. Scaaary! Scheduled to launch through Amp’d Mobile later this year. http://get.ampd.com/
Another bus driver went to help and one of the kids stabbed him in the eye with a key. If it had been a knife - he would be dead. This kind of stuff makes our drivers nervous; it could put you off your job. Why do you think behaviour is so bad? I don’t know whether it’s down to the parents or the school but the kids don’t seem to be getting any discipline. How have you seen technology change kids? The kids I see on the buses, and my own children, they’re on the phone all the time. When my daughter gets home she’s on MSN straight away and for the whole evening with friends she’s been with at school I don’t know what they have to talk about. I think it’s too much - they have too much contact with their friends all the time. Do you see the behaviour of young people as a race issue? The tracksuits and hoodies are worn by kids wanting to cause trouble or wanting to look like they might cause trouble. There are worn by white kids too now and they are part of gangs too.
Fight the system with public shaming on the Internet. The ever growing culture of online communities, blogs and video sharing sites mean that if you have an issue with a company or corporation you can name, shame and spread the word from blog to mainstream media at rapid speed. It also works for raising issues with faulty products sold on Ebay, be warned! Amir Tofangsazan learnt the hard way when he sold a faulty laptop on Ebay and his victim created a blog to host Amir’s porn stash and family photos. www.amirtofangsazan.blogspot.com/ www.evanwashere.com/StolenSidekick/Original/
MTV Sticky
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withheld the right to remain anonymous Age: 26 Name:
How long have you been doing your job? 2.5 years What is the average age of the young people you come into contact with? 10 and 25 but primarily mid to late teens What area do you work in? West Yorkshire
What are the most common crimes you experience young people committing today?
‘Anti-Social Behaviour’ offences; this includes anything along the lines of abusive language, threatening behaviour, vandalism, criminal damage, minor thefts and drugs possession. Have you noticed a change in attitude amongst young people over the last few years?
The lack of respect for authority is nothing new but it seems to be more prolific in groups not generally regarded as having this kind of attitude. A lack of discipline in schools and at home, as well as the liberal society that is projected by the media towards younger children, has led to what can only be described as fearlessness in youths. This kind of thing is glorified in the “fuck you” message sent out by modern day R n B and rap music videos. Have you seen a different kind of young person getting involved in crime in recent years?
It is the immersion of what were previously considered ‘good kids’ that are turning to a criminal lifestyle that is the worrying factor here. The most commonly given reason for these kids turning to crime is they don’t have anything else to do. In terms of weapon usage have you seen an increase in violence?
There are a lot of younger kids in the streets. They start consuming drugs at a very young age and it’s very common to see them using ‘Pasta Base’*. This produces the same effects as crack but is more economic and accessible to this population. It is highly addictive and with consequences of deterioration that are much more intensive than other substances.
Weapon usage in this country is massively on the rise and the main problem is not firearms but knives. More and more youths are carrying knives of one form or another, either for showing off to appear ‘bad’ to the other kids or to protect themselves from others who may have knives. Culture seems to play a large part in this with an influx of immigrants from countries where weapons are either legally carried or just more common place, the youths from these cultures carry weapons and so others follow suit to compete. What drugs are particularly common place amongst young people at the moment?
What trends in lifestyle and behavior do you find most alarming?
The drug mainly used by youths on the streets is cannabis. Have you observed any new social scenes emerging amongst young people over the last year or so?
The lifestyles of youths primarily involve hanging around in gangs on street corners. When kids do go to places set aside for them such as parks, we receive calls and complaints from older members of the public who are scared of any group of youths no matter what they are doing, as these groups have been overly vilified by the media. Any youth in a hooded top is now assumed to be a yob even when there is no justification for this. Teenagers congregate with their friends and chat amongst each other. The sad thing is that the lack of places they can do this puts them on the streets where the bad kids can influence them.
Name: Silvana Tercero Age: 30 Job: Social Worker How long have you been doing your job? 6 years What is the average age of the young people you come into contact with? 11-17
What are the attitudes of the young people you come into contact with like? I work with boys and girls who live or have lived on the street and originated from popular sectors that suffered or suffer many socio-economic and affective lacks. These young people suffer the look of rejection and suspicion of the society every day. As a consequence, they show themselves as distrustful. So the most important and the most difficult thing is working on the construction of a bond of confidence to deepen the relationship. What are the most common reasons for you becoming involved with a family and child or young person? There are problems involving domestic violence, sexual abuse, economic and affective lacks, solitude, boredom, overcrowding, criminal activities and consumption of drugs.
The massive use of the most addictive drugs; the money required for this consumption often leads to criminal activities or the prostitution of boys and girls and this is happening at an increasingly young age. How do you see technology has impacted on the lives of kids and youths? In some cases the massive access to computers, especially the Internet, appears to an alternative to occupy moments of leisure reducing the time for harmful activities. However, the development of new technologies for only for a few people, enlarges the gap between rich children and poor children, and creates the permanent sensation of frustration and exclusion. What do you see kids perceive to be their biggest threats and opportunities? These kids have few opportunities and there’s a feeling of ‘no future’ that does not let them think beyond the present.
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MTV Sticky
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No one wants to read, watch or listen to depressing stuff about HIV and AIDS, but when people do they are more likely to get tested and practice safer sex. That’s why there’s more in-your-face programming and press coverage encouraging people to learn about how HIV is transmitted and how AIDS can be treated. Young people aged 15-24 years old are getting the brunt of this media onslaught for very good reason; they are most vulnerable to HIV. Tim Thomas, Executive Director at the Staying Alive Foundation talks about the media’s responsibility to give young people the real facts about HIV through whichever platform they are consuming. According to new research commissioned by MTV’s international research department, young people around the world trust more traditional forms of media for accessing news information - television followed by the internet and radio rate in their top three resources for factual information. So there’s a job for these industries to do.
The Centre of Sex & Culture in San Francisco have been organizing massmasturbation events or masturbate-a-thons for the last 5 years to raise money for sex related charities, and now the concept has come to the UK. On 5th August all up-for-a-waggle Brits congregated for the proceedings. Channel 4 will air an hour long documentary about the event as part of a series of programmes to be broadcast during their upcoming, ‘Wank Week’. Wanking is the new pro-social campaign! 76% of UK under 16s have lost their virginity.
Youn g pe ople from Iceland, Germ an y, Denm ark and Swed en ar e the havi ng sex at an ea rli er age on averag e th an other countries ar ou nd the world.
65% of people from Hong Kong have had just one sexual partner. Turkish people on average have had the more sexual partners than any other country.
According to the UN, more than half of all new HIV infections occur in young people under the age of 24. Every 15 seconds, a young person is infected somewhere on the planet. Every minute, 5 people die from AIDS. But the scariest fact of all is that the vast majority of HIV positive people have no idea that they carry the virus.
In order for HIV testing to become acceptable by the mainstream, the stigma must be stamped out. So as HIV testing becomes a normal part of getting a check-up at the health clinic, it must be accompanied by multi-platform education and prevention messaging. Let’s use our power as media providers for positive education rather than sensationalist scare-mongering.
Sadly, too many people consider HIV/AIDS a disease that affects only prostitutes, drug users, and gay men. That nonsense makes traditional, mainstream straight people especially vulnerable to infection. And because they don’t see themselves likely to get HIV, they can transmit the virus without knowing.
People in the limelight must condemn those who discriminate their own neighbours and family members who test positive. Local authorities and family heads need to be convinced that HIV does not mean certain death. Myths about how the disease is transmitted need to be broken down. All of this requires constant, almost subliminal informing.
Because of the stigma associated with HIV in so many families, schools, clubs, churches and communities, people are reluctant to get tested. They’d rather not know. Ignorance is bliss but in reality, ignorance is death.
In 2002 South Africa’s version of Sesame Street introduced Kami, an HIV positive character. The first ever in children’s broadcasting history and a wise move for a country which is most affected by the disease. But surely this could be adopted by shows and cartoons consumed by kids the world over. The earlier the subject is introduced the less weird and taboo it will be to the next generation. Give the information in an entertaining format, the more likely a young person is to willingly absorb it. As much as we would like to imagine a pro-active youth, the majority of kids are used to getting ‘something’ back if they apply their attention. They have to feel it’s worth it otherwise they’ll tune out, literally.
fr om 0 ye ar olds 33 % of 16 -2 have ri sked ld or w e th ar ou nd ot ec te d sex. havi ng unpr
35 % of pe ople globa lly ha d sex for the fir st time when they were under 16 ye ar s of age. 9% of 16-20 year olds believe they should abstain from sex until marriage.
You ng people in Ind ia, Vie tna m, Indone sia and Ma lay sia have the oldest average age for losing their virgin ity.
27% of under 16 yea r old s in the UK cla im to have trie d ana l sex .
Findings from MTV International’s research project into ‘Well Being’ show that globally 54% of 16-34 year olds are concerned about contracting HIV, and even 45% of 18-15 year olds worry about this a lot. So we know that they are aware, but do they know enough - are they concerned because they don’t know about how they might contract the virus? Or are they concerned because they think if they do contract the virus it will mean they’re going to die?
As long as those questions exist there’s a duty to spread the word through every medium available.
11% of 16-20 year olds from around the world claim never to have heard of any of these sexually transmitted diseases: HIV/AIDS, chlamydia, genital warts, gonorrhoea, hepatitis, herpes, pelvic inflammatory disease, syphillis and trichomoniasis. http://www.durex.com/uk/ globalsexsurvey/
MTV Sticky
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Name: Raquel Age: 29 Job: Prostitute How long have you been doing your job? 6 years What is the average age of the young people you come into contact with? 18-35 How do you come into contact with young people on a daily basis?
In this zone there are several people around my same age that work, some are under 23 years and there are others that are older than me. I believe that there are always young women involved this work, it’s much easier for younger girls to make money. Have you noticed any changes in the attitudes of the young people you come into contact with over the last few years?
4 years ago young people were all about aggression, it seemed as if they were angry, they always used bad words and they were very intense. Now they are more respectful, they do not use profanities nor do they treat us badly, they seem more relaxed. Some of my co-workers have become good friends with some of their clientele. They go out and drink beers and because of this they don’t ever get out of line although in the end they always want to pay less. It is better to be with younger people than with the older people who are always drunk and disagreeable.
How have you seen technology affect the work you do or the way young people behave?
Thanks to the cellphone I do not have to spend as much time in the street. I feel safer, knowing who is calling me with caller ID, it gives me more control over things. On the other hand the negative affects are the Internet, now people ‘Chat’ and find other places to spend their time.
Bored with shooting things and stealing cars, soon there will be deviant fun a-go-go for gamers in the US. Later this year the RedLightCenter will officially launch along with NaughtyAmerica’s subscription service, joining the likes of the hardcore game ‘Virtually Jenna’. Over 18 or not there’s no doubt this kind of game will appeal the hormonally charged teen market, it’s the ultimate safe sex after all, but will they dare go to the store to buy it? http://general.gamerfeed.com/gf/pr/10654/
Do you notice any difference between younger and older people in their attitudes toward sexually transmitted diseases?
In the last few years young people are more worried about diseases, or at least more informed, I realize this because the older ones know we have condoms and the younger ones always come with their own condoms. If they were to infect themselves with something it would be very embarrassing amongst their friends. Have you noticed any change in the types of sexual requests that you get from young people over the years? Do you notice the affect of a thriving porn industry?
People have become crazier. They contract us in two’s and some of them want their friends watch us. For many of our clients sex with two people is no longer sufficient.
Why do you think there are more young people in this industry? Money, what else? It’s the easy money that stupefies me. Two years ago, I still had this hopeful notion that I will quit my current profession when I graduate; looking for some nice and decent job, forget my past, marry an ideal man, and live happily with my family. Now, I’m not that sure. It’s hard to find a job, any job, nowadays and even harder to find a nice and decent job. I have graduated now and I have applied to some companies. But how much money do they offer me though? How have you seen technology affect the work you do or the way young people behave?
Sara Age: 23 Job: Sex Worker and University Graduate How long have you been doing your job? 3 years Name:
What is the average age of you people you come into contact with? The age range is quite large, from as young as 18 to 30 or even 40-something. But, as a rule of thumb, I don’t do anyone over 50. I also don’t do anyone below 20 as they don’t have much money. But, if they look great I’ll do it just for fun, money aside. How do you come into contact with your clients? I have regular clients and they know my cell phone number. But in my spare time and if nobody calls and I need money, I just go to one of the clubs and to my business there. Have you been advertising your service in some way? I don’t need to. But I do have a Friendster page (www.friendster.com) where I put my photos. It’s for new clients who want to see me before they book me. But it’s a very ordinary Friendster page, I don’t imply anything about my job on there. Are you working with other young people? I’m doing this because one of my friends introduced me to this profession. I was about to quit my university - because my parents didn’t have money to pay my school tuition anymore. She came to me and said that I could get a lot of easy money if I wanted to. Then she introduced me to a guy who was willing to pay 10 million rupiah (about US$ 1000) for my virginity. I was scared at that time but couldn’t resist the money. So I took it. I’m still doing it for money now, but it’s not only to pay my tuition but also my lifestyle and living expenses.
For a girl in my position, technology helps a lot. Without cell phone, I might still have to stand on the street to get customers or hang on to a pimp if you don’t want to hit the street. Cell phones make us more independent and more accessible. We can do our daily routines and still get customers. Do you notice any difference between younger and older people in their attitude toward sexually transmitted disease? No, I think they’re all aware of STDs. And if they don’t, I personally insist they wear some protection. I will say that I might risk their health since I am more susceptible to those diseases and usually they will comply. It’s usually some teenage boys who don’t want to wear any protection. That’s another reason why I usually don’t do young punks. Have you noticed any change in the demographic of your clients? Are more young people visiting prostitutes than before or less? I get plenty of calls from teenagers asking for my service. I know from their voice and the way they talk. They’re usually nervous, asking about the price early in the conversation. I do have a friend who only does younger boys, her clients are mostly senior high or university students. She can get two or three young clients in a day and she sells cheap, mostly half the street price. Have you noticed any change in the type of sexual requests that you get from younger customers over the years? There are more and more people who are into group sex, one man and several girls or vice versa, and also some anal sex. And now they definitely request an oral service. It’s the first thing they ask: do you do oral? Or, do you swallow? Is it because of thriving porn industry? Of course, how would they know such things exist if there were no source of information? Every man I know from this job will ask me whether I know the hotels that play porn movies because they think it will turn me on. Get real. Only boys get turned on while watching porn. We all know it.
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20//32 MTV Sticky
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‘Rock and Coke’ (pictured) is the largest festival in Turkey. Held in Istanbul, this music event has been running for the last 4 years. This year it will take place on 2nd & 3rd September; Placebo, Kasabian, Muse and Gogol Bordello are amongst the headline acts. Other popular festivals in the area are ‘Rock Istanbul’, ‘Electronica Fest’ organized by FG radio, and ‘Radar Live’ an alternative music festival. ‘Barisa Rock’ is a free independent rock festival organized as a platform to protest against issues like war, racism and damage to the environment.
Turkey is a fast developing nation, it has a large youth population. In fact, the average age in Turkey, according to the State Institute of Statistics, is 24. 50% of the country’s population is under 25 years old and 20% are between 15 and 24 years of age. MTV Turkey, the new 24 hour channel, will launch in nearly six million households in September 2006.
Strips like Bagdat Caddesi on the predominantly Asian side of Istanbul and Abdi Ïpekçi in the more European area, feature high street and designer fashion stores, as well as many cafes and restaurants. The cooler, hipper, arty kids prefer to hang out at Ïstiklal Caddesi on the European side or Kadıköy on the Asian side. There are punks and grungey kids that like to hang out in Beyoglu. In the summer the Aegean coastal towns of Çesme and Bodrum draw very large crowds. Antalya Kemer, further south, is also very popular. There are big socio-economic divides among people and many do not have the option to vacation in such high profile places. That said, the average monthly income for Turkish youths is 220 euros which is more than the minimum wage. And 20% of urban 15-24 year olds have their own bank accounts and 13% have a credit card.
http://www.millwardbrown.com http://www.die.gov.tr http://www.tgisurveys.com/
http://www.rockncoke.com http://www.rockistanbul.com/ http://www.electronicafest.com/ http://www.barisarock.org/
Istanbul has secured its position as a city with one of the craziest nightlife scenes in the world. In the summer the action is carried on to the shores of Bosphorus. For live music young people in Istanbul go to the clubs like Roxy on Taksim Square which caters for alternative rock tastes, whilst clubs Babylon and Indigo Music Hall are more based around pop and electronic music. Recently there has been a sharp rise in the popularity of Hip Hop and R n B music in Turkey. Musicians like Hüsnü Şenlendirici, Burhan Öcal and Rebel Moves are popular because they successfully manage to mix eastern and western influences in their tracks. Newcomers to the Turkish music scene include Mor ve Ötesi, Duman, Nil Karaibrahimgil, Pamela & Hepsi.
http://www.roxy.com.tr http://www.babylon.com.tr 70% of internet users in Turkey are under 30 years of age. 36% of 15-24 year olds say the internet helps broadens their interests. They surf the net and chat on MSN like kids from any other country right now, popular forums are yonja.com and 80630.com. Eksi Sozluk is a site created by young people and it has grown a huge community. Every topic possible is discussed, including MTV! Recent research by Mılward Brown found that 84% of 19 year olds living in Istanbul say that they use the internet to gather information. Mobile phone penetration in Turkey is 50%. The most popular brands are Nokia and Motorola. 66% of 15-24 year olds own mobile phones and 26% play games via their mobiles.
Comedians like Cem Yılmaz and Ata Demirer are popular with young audiences. The local version of ‘Dancing with the Stars’ is big news amongst Turkish viewers. “Televizyon Makinası” hosted by the Okan Bayülgen is one of the most watched show in a late night slot. Locally produced dramas and sitcoms are also very popular especially ‘Avrupa Yakası’.
MTV Sticky
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Name: Secil Uckun Age: 25 Job: Research Assistant, Yasar University How long have you been doing your job? 9 months What is the average age of the young people you come into contact with? 18-21
Have you noticed a change in attitude amongst the young people you come into contact with on a regular basis?
They come to my office before examination time and ask me to explain topics that they didn’t understand in the classroom. They’ve started to think about life and their responsibilities and problems they are going to face in the future. What do you see or hear them worrying about most?
Mostly they worry about exams and graduation Have you observed any new social scenes emerging amongst young people in Turkey?
They listen to Turkish pop music and music from the US and European music charts.
They watch music televisions like MTV Europe, Number One TV, Dream TV and talk about brand new albums in school with each other. Their music taste is firstly pop and then rock music. They love to dress up like people they see on TV. Girls love to dress up like Turkish models, in jeans and tops that are mostly from Diesel, Mango and Zara. Converse and Nike are the most popular trainers. Boys are also very interested in fashion; their favourite brands are Diesel and Tommy Hilfiger. They love chatting on MSN and they love upgrading their cell phones to the newest models.
Name: Sinan Yagci Age: 33 Job title: Producer / Promoter How long have you been doing your job? 5 years What is the average age of the people you come into contact with? 18-30
On the weekdays after school, they go to Burger King or cafes like Starbucks and Gloria Jeans. How have you seen technology affect young people over the last year or so?
They even want to cheat by using their cell phones during their examination. They carry their iPods on them all the time. MSN is one of the most important phrases in their language! Chatting and surfing the internet is like breathing for them.
Give us an example of your experience with young people in Turkey. Once we were in Canakkale, a small city in Turkey. We were all excited because this was the first dance event in the town. Of course, they were familiar with dance music through music channels and the internet, but it was the first time, most of them were having a real club experience. At the beginning the kids formed a semi-circle some distance away from the DJ booth in the middle, they were rocking a bit but actually not dancing. We thought it might be a bit light on the dance floor because of the screens and that the crowd, particularly the guys, might be a bit embarrassed to dance. So we closed the screens and created a darker ambiance with some red and purple lightning and the DJ’s did what they had to do. After an hour all hands were in the air and the most crowded place in the venue was right in front of the DJ booth. What things, people or music do they get most excited about? Within club scene, people used to prefer big parties with big name DJ’s but for the last couple of years they are much more into small, cozy clubs. What is the best way you find to communicate with the young people when it comes to promoting?
Name: Bulent Suvat Age: 29 How long have you been a DJ? 3 years Where abouts do you play out?
Car Cemetry Bar, Fethiye Have you noticed any new trends with the young people you come into contact with?
The influence of western music and fashion has snowballed in recent years. Until around 1995 there was only one Turkish television channel, now there are hundreds and quite a few music channels too. Most music channels are Turkish with western influence, Turkish people are very proud of their music. What are some of the most popular bars/clubs in your area?
This is a holiday area so most music is catered for, both locals and visitors people come to Fethiye for holidays. The live music in Turkish bars ranges from the very camp, flamboyant singers who are adored by all, to the more subdued acoustic singers who play quiet love songs.
Taking into account there is very little alcohol Turkish people are more up for it then their western brother and sisters - they love to dance into the early hours. What are the most popular festivals in Turkey?
There are hundreds of mini music festivals in Turkey, the main one in Istanbul is ‘Rock & Coke’ sponsored by Coca Cola. The Fethiye governors put on live Turkish music almost weekly, everyone goes, mainly because it is a free social occasion and the Turkish people love to dance. What would you say is the main past time for kids in Turkey?
The young girls have always stayed at home and the boys have always gone somewhere to drink tea or coffee, smoke cigarettes and play backgammon. Everyone still does this, but the girls are joining the boys on a more regular basis.
While we are promoting an upcoming event, we use all mediums, which are relevant in terms of target group, apart from emailing. We will use SMS promotion, and adverts in newspapers and magazines. We try to be visible on the streets of the city as we believe that this is a part of the contemporary culture. I don’t know how but we still have lots of old-fashioned marketeers around, who believe - the bolder, the better. Have you noticed a shift in attitude amongst people of this age group over the past couple of years? I guess the most noticeable shift in attitude is the way they express themselves. I think they feel more free compared to kids a decade ago, which is the reason we have a more colorful youth around. As a result of the strong political polarization and local terrorism at the end of 70’s and apoliticization during the 80’s in Turkey, all the youngsters of today have been advised to stay out of politics by their parents. As a result, the youth of today are less reactive on social issues.
I’ve been advising all our sponsors who aim to communicate with the attendants, to use functional branding, which attendants can also benefit from.
22//32 MTV Sticky
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Name: Gemma Scrannage Age: 24 Job Title / Place of Study:
Studying PGCE in Primary School Teaching, Kingston upon Thames, UK How long have you been working with kids?
Over a year
The world famous Star Wars Kid has become the first person to receive compensation for trauma caused by cyber-bullying space. A video of Ghyslain Raza, aged 15, enthusiastically playing alone with his light saber, aka a broom handle, was discovered by his school “friends” a few years ago. They sent the movie around on email and soon it spread around the world virally, culminating in a number of tribute websites set up to mock his antics. With $351,000 in his pocket to ease the pain, this incident has opened the door to future legal cases. www.jedimaster.net/index.htm
What have you noticed to be the overwhelming majority of kids’ attitudes to each other? I have taught in both a private school and a normal state school that deals with behavioural problems. In the first school they were very considerate and listen to one another, in the second school there was definitely a pecking order, especially amongst the girls. They had little respect for the teachers, challenging authority and swearing; they were not scared to answer back and definitely not scared of being sent out of the room. What have you experienced them worrying about? They are worried about who their friends are, the pecking order and having fun. How have you seen technology change the way they learn? They are internet savvy, regularly using the plethora of educational sites and games that support learning. What causes the most conflicts amongst the kids you come into contact with?
What is the thing which surprised you about the kids when you started working with them?
The main causes I see are the aggression with the racial, ethnic or physical issues. This is something that has changed throughout the years it’s stimulated by media in which the standard of the perfection appears to be someone from Caucasian decent, with an idealized figure.
I was very surprised at the strategies used for dealing with behavioural problems. Teachers are now encouraged to use positive reinforcement ignoring bad behaviour and concentrating on good behaviour ensuring that they know they will be rewarded for being well behaved.
Have you seen any new trends or fads emerging amongst the people you deal with?
Name: Adrian Barcas Age: 33 Job: Psychology Teacher How long have you been doing your job? 15 years What is the average age of the young people you come into contact with? 12 – 20 What kind of disorders or problems are you seeing more often with your younger patients?
The most common problems are related to situations affecting the family. I find there are eating disorders like bulimia or anorexia, especially with teenagers.
Name: Diego D’Aniello Age: 30 Job: Maestro de Música y Plástica Italy How long have you been doing your job? 12 years What is the average age of the young people you come into contact with? 15
There is an increasing acceptance of the different types of drugs that are used. It’s not seen as something wrong or rare or censurable. The consumption of alcohol has increased and is more accepted than a few years ago. It’s logical that kids would consume these every Saturday or weekday as a way of not confronting life, considering their doubts about the future and the uncertainty of the present. Do you have an example of how have you managed to inspire your students? The kids respond better when they can see that something they create will be put to a concrete use. In drama workshops they expect to learn how to cry in the first class in order to be become actors right there. They want it all now. Their level of commitment is very superficial because the products they consume now are very superficial. What do you see they perceive to be their biggest problems? The questions kids ask themselves are, ‘Why am I going to study if it’s not going to be useful?’ and ‘Can’t I become a star if I just win a contest or a reality show?’
Drugs are also increasingly more present. Kids can find drugs everywhere and anytime. What do you think is most negatively impacting on young people at the moment and again has this changed over the last few years?
The most negative impact on young people is the penetration of media in young people’s lives, especially TV and PCs. Adolescents have lost much of the interpersonal contact with other young people. Their way of communicating is the online chat. This generates illusions of friendships that are not real but virtual and kids tend to sink into solitude. How have you experienced young people responding positively to the way they are being communicated too?
Young people respond positively when they feel that someone is paying attention to the things they’re experiencing. What do you see young people perceiving to be their biggest concerns?
The biggest concerns vary according to the age, but the possibility of finding someone, a professional path and their overall life project are their big questions as they grow up. When aged between 12 and 16, the most important thing is friendship, feeling accepted and loved.
New York University’s (NYU) department of Computer Science have given us a glimpse at their Multi Touch Interaction research, and it is COOL! Imagine a game or virtual world that gives you a 360 degree view by manipulating the screen - it’s like ‘Minority Report’ come true! www.youtube.com/ watch?v=DtFLkA9zZtU
MTV Sticky
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Student.com is an online social network for students with 760,000 registered users world-wide, they have recently launched their own commercial-free online radio station, buy buttons linked to the site allow listeners to purchase their favourite tracks. Song requests are placed via the online forums and they are currently testing live Skype chats to save those student phone bills! www.student.com
Name: Daniela Hatfield Age: 31 Job Title: Tutor for Photography
& Styling, London College of Fashion How long have you been doing this job? 5 years What is the
average age of people you come into contact with on a daily basis? 18-23
How would you describe the overwhelming attitude of the students you come into contact with?
There are those who are quite flippant towards things, and have quite a disposable attitude to the things that are around them and then there are those who tend to ponder a bit more. The student’s love the whole idea of ‘being equal with the teachers’ idea, which maybe they wouldn’t be so vocal about if I was a bit older. Respect is the thing. It’s fine to have fun and be on a level playing field but people need to know where the boundaries are. Do you think teachers attitudes have changed towards the students?
The BumpTop™ aims to “enrich the desktop metaphor with expressive, lightweight techniques found in the real world”. Or in other words it means you can create the same piles of relevant paper work and ‘stuff’ on your computer desktop as you would on your actual desk in real life. Creative types working on computers will love it. It’s still only at the prototype stage but the developers Anand Agarawala and Ravin Balakrishnan are looking for investors. http://honeybrown.ca/Pubs/BumpTop.html
When I was studying there were certain lines that you wouldn’t cross, and some students like to cross them now. They think they can. I think it might be to do with nature of education and the fact that money is involved now. Are they demanding to learn more?
Sometimes it does feel like there’s an element of spoon feeding. They always want a printed hand out instead of writing notes during class.
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What do you believe students feel are their biggest threats or worries?
Do you think the technology supports their work?
I think money is just a massive worry. Now they are expected to have the computer with all the packages those are their tools, and then there are the cameras and social expenses.
In some ways it helps them in a good way because it’s all new tools and some of it is very applicable to their work. The only thing I worry about with the computer is that people lose their dextrous skills, even within digital cameras – it gets to the point where you’re just sitting there clicking on a mouse.
Do students from different backgrounds have different concerns?
To be honest judging on the last year, they all seem to be worrying about their work and money regardless of where they come from. We talked a lot about the beauty industry this year and all of the students across the board seemed really anti-plastic surgery. They really worry about why people want to do it. But then a 19 year old female student from England was like, ‘So what? If you’ve got the money and you want to do it, why not?’ There was no moral or ethical thought going on there at all. One student just couldn’t believe that the government won’t legalize euthanasia but they’ll give the green light to genetic modification to create ingredients to put into cosmetics. It was a really strong statement. How have you seen students incorporate technology into the way that they work?
There are a few that are bit techno-phobe but most of the students have it all going on. They’ll have the phones and their dictaphones, and this, that and the other.
When I’m working on the whiteboard my spelling is awful from writing texts on my phone and my handwriting is awful, I can actually feel my hands can’t quite hold the pen right. We’re evolving to the stump! What excites the students you teach?
They’re totally into their music. There’s a broad mix of tastes, the students from other countries are into their indigenous music. They love the ‘Lady Luck’ club night, burlesque and hip hop clubs. I think they know their opportunities, they’re very good at getting collectives together and keeping in contact over the internet. They’re all putting websites together. They’re generally all very good at putting their work out there and creating forums, so in terms of networking this is a great time for them. What do you find is the best way to communicate with the students?
I find it’s best just to be myself - be on a level with them, but with a bit of structure. You need to nurture them.
The frightening thing that I find with the students is that when we ask what books they read, lots of them say, ‘I don’t read, I don’t like to read, I just look at pictures’.
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24//32 MTV Sticky
Kids’ lives don’t change that much from year to year – they continue to live at home; they continue to be dependent upon their parents; school continues to be the anchor around which their lives are structured. What does change, though, is the environment in which kids live. And, there definitely have been gradual shifts in the world and in American society that are impacting kids’ lives. The New Normal captures those aspects of kids’ lives which are different, and will probably never revert to the way they used to be: diversity, technology, and the way parents are raising their kids.
The New Normal.
.. The more things change, the more they stay the same Contributed by Nickelodeon Consumer Insights, USA
Diversity The U.S. kids population is much more ethnically diverse than the general U.S. population, and will only become more so. By 2023, non-whites are projected to account for 50% of the kids population. For most kids, though, this diversity has yet to translate into daily contact with people of other races/ethnicities. Many kids continue to live in neighborhoods and attend schools that are largely segregated. Given this segregation, kids rely heavily on the media for exposure to and an understanding of different ethnic groups. Diversity in the new normal has redefined ‘mainstream’ as we know it, and we have seen that kids aged 6-14 have varying perceptions of who the trendsetters are, depending upon the focus of the question. For example, more kids 6-14 believe that African Americans know the most about the latest music and the coolest fashions (more so than any other ethnic group), while Whites are credited with knowing the most about the latest movies, computers and the internet. Diversity in the new normal means that the traditional marketing and advertising strategy of casting the widest net may not deliver the most influential ‘fish’ - the people others are looking to in order to make their own decisions. So, more than ever, it is important for marketers to know their product, know their consumers, and know who the leaders are.
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Technology There has been an explosion of home-based media and technology access among U.S. kids 6-14. Since the early 90s, the average number of TV channels received at home has more than tripled to just over 100 in U.S.
More than 8 out of 10 kids have a computer at home, and 50% have broadband internet access. Video game systems have reached nearly universal levels, with about 9 out of 10 kids having one (console and/or portable). As price points drop, many of these technologies are making their way into kids’ bedrooms. Over two thirds of kids aged 6-14 have a TV in their room (and more than half of those are connected to cable or satellite), about half have a video game system, and just over 1/3 have a DVD player. But, this media migration goes beyond television and TV accessories. Roughly 25% of kids have a computer in their bedroom, and nearly 1 in 5 has internet access there, as well. Generally speaking, the greater and the easier the access to content, the more kids 6-14 consume. So, despite increased internet and video game usage, we haven’t seen any erosion of TV viewing among kids. In fact, the more channels kids have available to them, the more TV they watch. Similarly, high-speed internet access results in more time spent online. And, data from a Kaiser Foundation study among kids 8-18 shows that kids’ media consumption is even higher when they have media access in their bedrooms. For example, kids with a TV in their room watch over 60% more television each day than those without one. Likewise, daily video game usage among kids with a video game console in their room is three times as high as it is among those without one.
How are kids managing to find time for all this media usage? The answer is simple - the rise of the multi-tasking kid. Research from The Kaiser Family Foundation reports that kids age 8-14 spend an average of 8 hours and 26 minutes a day using media, but they fit that usage into 6 hours, 13 minutes. In other words, 26% of kids’ media usage is being done simultaneously with other media. When all multi-tasking is taken into consideration, we found in our MTVN Leisure Time Study that kids aged 4-11 years old typically fit 28 hours worth of activities into a 24-hour day!
Raising Kids, the Modern Situation Many U.S. parents are raising their kids differently today than in the past. Most parents think it’s harder to be a kid and harder to be a parent today than it was when they were growing up. They cite kids’ access to so much information from the media, peers and at school as one of the primary reasons why.
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pictures taken from work books completed for the recent ‘Nick Generations’ research. contact Agostino Di Falco of Viacom Brand Solutions for more info.
Among today’s parents’ greatest challenges is shielding their kids from things they deem inappropriate. Parents may not be ready to talk to their kids about certain issues, but kids are coming home asking about them anyway. Parents also report that kids are more disrespectful today, saying and doing things that they would never have gotten away with when they were their age. And, with the whole issue of spanking and/or hitting children coming under question, the specter of child abuse leaves parents finding it harder to discipline their kids. As kids are less respectful, neighbors are less willing to get involved in their upbringing. As a result, families are feeling more isolated and the notion of it taking a village to raise a child is being spun on its head. The higher cost of living and kids’ greater access to technology and information are making the struggle that much more difficult. Many parents of kids 6-14 want to be closer to their kids than they were to their parents. This desire may help explain today’s parents’ belief that it’s as important to be a friend to their kids as it is to be a parent. In many ways, this belief has compounded their parenting challenges. They’ve opened the door to discussing things like rules, limits, and boundaries with their kids, and many of these discussions are turning into negotiations, making it harder for today’s parents to say “no” and enforce the rules. Despite all the environmental changes that are impacting kids’ lives, many key indicators remain the same:
Family remains home base for kids, and still comes first.
Surprising as it is, the majority of kids actually like school a lot. Religion continues to be a part of most kids’ lives, in terms of beliefs and rituals but there has been no notable increase in the percentages of kids believing in God or practicing their religion. And, most importantly, the vast majority of U.S. kids (roughly 95%) report that they are happy!
In light of the recently exposed plots to blow up transatlantic flights between UK and the USA, the threat of a future terror attacks are at a critical level. It’s no longer a case of ‘if’ but ‘when’ they strike again. So does an outfit like this seem so far fetched? Gas mask suits to fit both children and babies can now be bought for just £395 (including VAT). It’s a small price to pay for peace of mind on those extra paranoid days. We hope they remain a precautionary purchase for over- protective parents. www.spycatcheronline.co.uk
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Have you noticed any changes in the attitude or behaviour of the people you come into contact with over the last few years?
One of the biggest differences I have noticed is how well students interact with each other. When I first started out, it was a fairly difficult task to initiate projects that involved students collaborating and working together. Experience showed that there were numerous issues to do with language barriers and a general lack of understanding of each other’s various cultural backgrounds and histories, which mostly led to cultural segregation and an apprehension toward stepping out of their comfort zones.
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Have you noticed any emerging social scene or culture emerging?
When I was a kid, I had mix tapes and football cards. I’d trade them with my mates. Not much has changed today really except for the technology that’s available. The kid’s trade songs off their iPods, and because of the ease of accessing music through services like peer-topeer networks, it seems that kids are listening to a broader range of stuff. Kids are also trading TV shows and movies. What kind of music and nightlife scene is particularly popular in the city you’re in?
But it’s not uncommon for students to have lived in more than one country nowadays.
Most of the ‘cool’ places to go are the ones that not many people know about. You find them through word of mouth only, there’s minimal signage, and they usually involve a few flights of stairs or a dimly lit alleyway or three.
The pressure to follow in your parent’s footsteps also doesn’t seem to be as prevalent these days. The kids that grow up in today’s world “seemingly” have more choices available to them.
If it’s not going to one of the cool places, it’s house parties or a trip down to the local pub. The pub scene seems to be making a resurgence; good local bands, playing good music, with relatively cheap beer.
What do you perceive to be the biggest worries for this age group?
What is the best way you find to communicate with younger people?
For a select few, it’s what they’re having for lunch or what they’re going to wear to Uni that day that account for their biggest worries. For most though, it’s issues like time and money. Juggling sleep, work, school and social activities and trying to manage bills, rent, food, clothing, travel and social expenses cause the most headaches at a basic local level.
At the risk of sounding like a wanker and saying dat us dudez hav 2 spk ‘their’ language, I believe the key to any successful communication is, at the very least, relating to who you’re communicating to.
On a more global level, issues to do with the environment and politics become more of a concern to them at this age. As they become more independent, they gain more understanding of the world they’re living in, how they fit in it, and how it affects them.
In my experience, I have found that young people identify strongly with things they can trust. Thinking back to when I was young‘er’, the people I trusted most were the ones who came across as the most authentic. They were real people who listened, real people who cared. They never tried to be anyone they weren’t.
Name: Tim Heraud Age: 28 Job title: Creative Director and
Communication Design Lecturer How long have you been doing your job? 5 years What is the average age of the people you come into contact with regularly? 19
Fuerzbruta (aka brute force) is bringing interactive theatre to the audiences around the globe and younger members of the crowd are loving it. Not only are the cast extremely good looking, but you can stand up, dance and move around the set as the scenes transform. With no real story to grasp, the show provides one of the trippiest experiences you are likely to achieve without hallucinogenic drugs. Banging music, strobe lighting, claustrophobia, sweat, panic and a swimming pool on the ceiling – this is the future of theatre. http://www.fuerzabruta.net/
Name: George Stuart Age: 41 Job title: Lecturer in Psychology
at Università Cattolica Milan, Italy & Goldsmiths College, London How long have you been doing your job? 12 years What is the average age of the people you come into contact with? 21 How would you describe the overwhelming attitude of the young people you come into contact with today?
They are hedonistic yet at the same time realistic and concerned about the future in terms of jobs In London and they are less excessive than in the past in terms of alcohol, drugs. Amongst this age group, it’s seen as almost uncool to over-indulge. In this way, they are becoming closer to the Italian model. In my own experience, young people need to be led they are far less independent than in the past. What is the best way you find to communicate with the young people you come into contact with?
With humour and multi-media. Young people can absorb large quantities of information, though complex issues still need to be spelt out. In the UK, the age and social barriers are paper-thin. There is no sense of intimidation or timidity in approaching professors. First name terms are the norm. This is in contrast to Italy where at least the outward expression of such barriers is expressed through formality in communication. Have you noticed a shift in attitude amongst people of this age group over the past couple of years?
Students are far more focused and money oriented than they were in the recent past. Particularly in the UK since the introduction of fees which has had an impact on the choice of courses and the attitude to study. There is a greater sense of expectation; education is a service for which they pay and they expect results. How has technology impacted on the way you do your job?
Immensely, most lectures are now computer assisted multimedia presentations. Students want an experience rather than simply a professor pontificating.
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Head Teacher, Hertfordshire UK Age: 40something How long have you been doing this job? 20 years plus Job Title:
Its hard to generalise but how would you try to sum up the key differences in your current generation of students, as compared to those you were teaching 10 years ago?
Although the notion that you receive a text message saying, ‘Don’t do it’!, each time you’re feeling suicidal can’t help but raise a morbid smile amongst us, this really is a serious subject for youths in South Africa. Sadly at least 9% of deaths among young people in SA are suicides. In a bid to reach this vulnerable target group the South African Depression and Anxiety Group (SADAG) have introduced an SMS service for kids to confide in using a medium they are familiar with, whilst also encouraging them to open up with relative anonymity. www.textually.org/textually/ archives/2006/02/011685.htm
Most are very aware of the key issues facing them. The internet generation are media savvy and able to distinguish between marketing and hype pretty well. Drugs are the key challenge facing youth - they are better informed but sometimes overconfident that they can handle it. Personal safety is an issue with the papers full of stories of muggings and mobile phone theft. Kids are definitely ferried around more but this is because of parental anxiety regarding child abduction etc. Third world issues are also current for many of them.
Are the kids alright? What do you see they perceive as their greatest obstacles in life? What are the big worries and negative challenges?
It seems as if kids take their education more seriously and put themselves under more pressure than before – is this true?
Other than my comments about drugs. Challenges are global - US foreign policy, climate change and threats to the environment. Lots of students have good awareness of all of these issues.
Yes it’s true. We are much more geared up for stress awareness and we run classes in how to deal with it. It abounds because of the system of inspection and the media obsession with exam results.
What are the things that seem to excite them most? What are their opportunities? New technology - the Internet, downloads and the ability to control media to their own niche usage. I have kids making their own films and recording music on home equipment. The chance to travel is also opening up the world for study and employment. We have exchanges with France, Italy, Germany and Spain which have expanded horizons. What is the best way you find to communicate with the students, has this changed over time?
What are the current buzzes at school? MySpace, Lost, Fair Trade and the Third World debt Big Brother limps on! What was the last thing you had to discipline a child for? Bullying - we are very hot on it. People are acutely aware of how it ruins lives and so we act quickly and decisively. How about Mum and Dad – how have your interactions with parents changed over the time you have been teaching?
Old fashioned talking – the difference now is that we also have to listen. ‘Student voice’ is the new issue in schools. Questionnaires and surveys abound - we have to act on their views!!
They are more negative - you cannot guarantee that parents will support even when the evidence supports the school. Everyone seems to know their rights without taking their responsibilities seriously.
What amazes and surprises you most about your students today?
What single thing would you like to see a brand(s) do to help your students?
Their creativity and knowledge of obscure European art house cinema. Their enthusiasm in the face of a cynical world.
More openness on social cost - ethics are cool!!
How would you describe the overwhelming attitude of the young people you come into contact with today?
What is the best way you find to communicate with the young people you come into contact with?
The attitude of the young people I come in contact with is for the most part a decent one. The kids I work with are very privileged in their backgrounds. They pay close to $7000 to attend summer camp for 7 weeks, or I should say their parents pay $7000.
The best way for me to communicate with kids is to get on their level – get eye contact, kneel down so you are looking up to them. Relate to them about a topic they are interested in, speak in a way that they are more comfortable with.
They are generally good natured kids that for the most part crave responsibility and usually respond well to an adult placing a degree of trust in them. In my experience the kids react badly to an adult controlling their experience I have met many kids that are more worried about looking cool than anything else in the world. An example of this is like last year when I walked into a bunk where a kid was about to drink a shot of his own piss just to impress the rest of the kids. Name: Jay Khagram Age: 27 Job Title: Teen Counsellor What is the average age of people you come in contact with? 14-16
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What do you see they perceive as their greatest obstacles in life? What are the big worries and negative challenges?
With many of the kids I’ve worked with, they have had a real sense of their path in life at a very early age. Other worries they face are their own sexuality and attractiveness. I think that kids are very quick to label and pigeon hole someone into a specific group. If you like Marilyn Manson, you are a Goth, if you are a guy and you like Madonna you are gay, if you are a girl and you have pink hair you are weird! What are the things that seem to excite them most?
Most of the kids were excited by predictable things like sports team results and signings, concerts, new albums, new movies etc. Materialistic things like PSPs, iPods and X-Box 360’s, what Paris Hilton wore at that premiere, Ashton Kuchter’s new haircut.
How do you see that technology has changed their lives?
Technology has totally changed the lives of young people today. The internet is a form of escape for a lot of kids. How many kids don’t talk to a soul at school, then come home and spend 7 hours talking in a chat room? In my opinion, kid’s attention spans have definitely been shortened by the impact of quick information and entertainment. The response to this is that so many kids are medicated for ADD when they don’t really need to be. But technology can also allow kids to be artistically creative and encourage their interests socially. Have you noticed a shift in attitude in the past couple of years that you have been working with these people?
If anything the social climate across the world is different. Parents are more protective towards their kids since 9/11 and 7/7. Kids are rebelling against this protection more, going off the rails, which in turn is causing parents to be even more protective I think that kids today are more politically aware than they were a few years ago. I think they have come to an understanding that regardless of how individual they may be, there are a few things in the world much bigger than them.
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Name: Mary Sudra Age: 66 Job Title: Owner/Manager of Royal Parade Newsagents, Kent, UK How long have you been doing this job? 22 years What is the average ages of the kids you come into contact with? 12-18 Have you noticed a change in the way kids behave today compared to say 10 or 15 years ago?
Yes, I’m afraid so; they just seems to be getting worse and worse. I think it’s something to do with the local school. I think there are around 2000 pupils at the secondary school up the road now. I think this expansion has affected the children. I don’t think a school can operate efficiently with this number of kids.
Contact has broken down with the pupils and between the teachers - there’s no way they can control and discipline the kids efficiently at these levels. When the new headmaster took over in the early nineties he got rid of the Christian assembly, so the kids don’t even have that lesson as a standard. I’m a Christian and I brought up my kids with this and I believe there needs to be some sort of guideline. When did you decide to put the sign up in the door that says, ‘no more than two school children allowed at a time’?
We did put the sign up 15 years ago because we had too much trouble. The kids would steal things and get up to mischief. It is not physically possible for us to keep an eye on more than two kids at a time. What was an example of the worst sorts of behaviour?
It was mainly just stealing and pushing, shouting and swearing and sometimes fights that would spill in here. Sometimes we might be trying to move a child out of the shop if they’re causing trouble, and we might just put our hand above our head in self defence or whatever and the kid will say, ‘you can’t hit me, I’m a child’. So they know their rights and all of the recent laws protecting them are in their favour. Why do you think they behave in this way?
They do not learn or have not learnt the difference between right or wrong - it’s hard to teach them this unless there is a way of disciplining them. It’s a very sad fact that there has to be a police car up at the school in the morning and after school to make sure there’s no trouble. There used to be a police woman actually based in the school 3 days a week - she was there to talk through issues with the kids. But she was also there to try to prevent criminal activity and truancy.
LA comic strip character, ‘Kelly’ (aka comedian Liam Sullivan) has become a music video star with international potential thanks to viral sites. The song ‘Shoes’ was originally featured on A Liam Show, a Californian comedy sketch show. Now ‘she’ is fast becoming a music star with her own album, podcasts, mobile ringtones, wallpapers and cult following. The songs are annoyingly repetitive, but no doubt will become camp anthems. They’ve been making their way across YouTube and MySpace since March this year; Kelly’s made over 15,000 ‘friends’ in the process. Fans are starting to create spoof videos and mash ups for modern day classics such as, ‘Can I borrow that top?’ and ‘Text message break up’. www.myspace.com/kellylikesshoes www.liamshow.com/
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The Church Sign Generator website was created by Ryland Sander a website developer from Austin, Texas. Originally he started the site to host photos of church signs that had been spotted displaying accidentally amusing slogans; the site evolved of its own accord as people started to create their own staged signs on Photoshop. So Ryland decided to create the generator to make the process of blaspheming even easier. http://www.churchsigngenerator.com
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www.google-fight.com is a neat little site that lets you set up ‘fights’ between different search terms. Type in your terms then press ‘fight’ - some little stick men do battle and the winner is the one that returns more hits, and hey, we all know popularity counts. Classic fights include: clothed vs. naked, George w. Bush vs. Bin Laden, and God vs. Satan. God totally kicks Satan’s ass 346 Million to a measly 35 million for the evil one..
Sticky Issue 3 Editor Charlotte Moore Re-Design and Re-concept 22%morechicken www.22percentmorechicken.com Benjamin Allder External Contributors Ilaria Forte MTV Contributors
Throughout the 90s people talked about how MTV had sped up the minds and senses of a generation. Well, guess what, they’ve continued to speed up with just a 2 second glance at their MSN homepage kids can absorb the day’s headlines, the weather, the sports results and tonight’s TV. Your 5 second online video ad or 10 second flash animation looks like it is running in s-l-o-w m-o-t-i-o-n. Why are you still communicating to the audience like they are dimwits from 1990? Subliminal blipverts were banned from TV and the cinema - because when we were kids our tiny lazy minds were too slow to figure out what was happening to us and it was classed as brainwashing. But today’s kids are all up to speed and ready - labour your point and they’ll just click off.
MTV International – Andy Davidson MTV Latin America – Carlos Garcia Tim Thomas – Staying Alive Foundation MTV International – Shari Munoz MTV International – Tom Dolan MTV Indonesia – Arie Hartanto Nickelodeon – Marsha Williams Nickelodeon – Andrea Strauss MTV Europe – Paul Hourican MTV International – Ed Quintrell MTV UK – Helen Lawrence MTV UK – David Ridings MTV US – Jason Merenda MTV Emerging Markets – Elena Lukyanets MTV Poland – Dominika Plaza MTV Turkey – Esra Barlik MTV UK – Glen Christian – Production Library Intern MTV UK – Jay Khagram – Research Intern Thanks to MTV Latin America – Noel Gladstone MTV USA - Ryan Louis Lisa Cowie Jonathan Hill Paul Robinson Lauren Hoffman Maria Caraballo Riwanon Gestin Scott Pennell Jake Bickerton Jason Young Nick Flugge Pictures Diet Coke & Mentos – www.Eepybird.com Plastic Surgery Billboard – Naruwan, Flickr Zoo Tube Logo – Zoo magazine Big Weekend Festival – www.spacethinkdream.com The Grates – Wankilytrendy, Flickr Post card from Turkey (main image) - Gökhan Kali Bumptop Images – Mike Ghenu Printed By Stephens & George Ltd.
The Kick Ass Kung Fu game is here and geared to hone your kick boxing ‘skillz’. In reality it’s not particularly handy unless you have a living room the size of an airport hanger with two cinema screens on either end, but it could be well utilized at your local gymnasium or martial arts class in the future. www.kickasskungfu.net/en/
Legal This magazine and its contents are intended solely for the personal, and non-commercial use of the intended recipient. Any views or opinions expressed in this magazine are solely those of the author and do not necessarily represent those of MTV Networks Europe or its related entities unless specifically stated. To the fullest extent permitted by law, MTV Networks Europe makes no (and expressly disclaims all) representations and warranties, express or implied, in respect of the contents of this magazine. The contents of this magazine are the intellectual property of MTV Networks Europe or its licensors. The unauthorised reproduction, circulation or dissemination of this magazine or its contents is prohibited and may be unlawful. What got us through this month Fruit smoothies, Vice Guide to Sex, Drugs, Rock n Roll, Damien Marley on Pandora.com, lunch hours, Google alerts, USB memory sticks, Ad rants blog, getting the school bus, press passes, golden linseed, Joanna Newsom, screening calls, home-made banana cake, doodling, Cpluv.com, Ulysses 31 theme tune.
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Hey honey! I was just thinking about you. How weird. ‘Laughs out loud.’ I was thinking, we have not talked for a while! I don’t have any credit on my mobile phone. I’m well. I’ve been driving a lot and going out tomorrow night! My Cousin is up from England between ThursdayTuesday! I hope you’re doing good! Have you been up to much? I’m in bed! Text back to my phone. Translation for the over 25s:
Love you x
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Image courtesy of Cecily Johnson’s fabbo 80’s diary http://www.flickr.com/photos/barefoot/101081507/
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