MUSIC FESTIVAL
disco_nnect _moving_people_off-line_ disco_nnect is a music and digital art festival created by Radical Diverstiy. disco_nnect is pure expressive avantgarde; it’s thelaunched courage to create in Italy an eventin in line the the looking major European Festivals, the bravery to Radical Diversity disco_nnect 2007, after the art direction to explore with sounds and colours in a showcase of the most exciting alternative and experimental artists from and communication of worldwide famous club Tenax, in Florence, attracting all over the world, in the mesmerizing frame of Forte Bazzera, Venice, in collaboration with the “Biennale dell’Arte” an average of 2700 people every night for 14 Fridays in a row. Previous guest and the “Mostra Internazionale di Arte Cinematografica”. disco_nnect to the near-forgotten off-line world and take artistsa deep include: breathe as you realise your body is made of blood, not bytes. Line-up 2009: Royksopp, LCD Soundsystem, A Certain Ratio, Fujiya & Miyagi, The Glimmers, Ebony Bones!, . Little Dragon, Bugo, Principles of Geometry, Panico, Esser and many many more... Sponsors: Nokia, Bacardi, Red Bull, Rizla, Franklin & Marshall, Amazon Life, Municipality of Venice.
Media Partners: Rolling Stone, LastFm, SamuraiFM, Nat Geo Music, Zero, Hot, Radio Popolare, Rodeo, etc.. _Peaches Results:New 12.000 participants / 50.000 unique visits on the website / 8.000 fans on Facebook / 30.000 fans on Myspace. _These Puritans fans on twitter / more than 400.000 resulta on Google / 200 features on blogs, mags, newspapapers. _Late of 500 the Pier _Miss Kittin _Shit Disco _The Libertines _The Glimmers _Client _Thieves Like Us _Young Knives _Yeti
MUSIC FESTIVAL
disco_nnect @ Tenax in numbers:
_14 Fridays, from 26th September to 26th December 2008 _2700 the average number of tickets sold _3200 people in 3 occasions.
Peaches @ disco_nnect
Peaches @ disco_nnect
MUSIC FESTIVAL
This summer the burgeoning disco_nnect burst from the confines of the clubbing scene and evolved into a different form of life. What was its new purpose? To merge nations and cultures with a crossing of music, art and live performances. disco_nnect music festival, in Venice, was a social experiment.
the concept: _moving_people_off-line_
Even if mobile and internet platforms are increasingly perceived not as devices that remove the users from the physical world but as new empowering tools that bridge both worlds into one, digital social networks can’t substitute the intimacy of face-toface communications; we strongly believe that the real socialisation still needs to be searched in the off-line dimension. Our world is changing due to the ever-growing digitalisation; borders are coming down, information is fast, communication is key, in this infinite virtual universe we are loosing human-human interaction. ‘disco_nnect to the near-forgotten off-line world and take a deep breathe as you realise your body is made of blood, not bytes.’
the reason why: a destination marketing approach During the last decade cities & territories underwent radical changes in planning their promotion and communication, becoming part of desire consumption just like any other product. Cities and clusters are increasingly getting in competition one another to attract tourists, investments and media coverage. As brands, cities are promoting their image through conventional and non conventional marketing strategies, offering visitors not just a city but a lifestyle as well. Territorial investment attraction needs politics capable of: _emphasise the land’s genius loci _leverage the territorial capital through services, activities, events
the reason why: Forte Marghera
The event intended to use music as common denominator and promote the partnership with Venice art fair Biennale and the Venice Film Festival through the cross fertilisation of countries from the Mediterranean basin. The port and the lagoon no longer seen as places to exchange physical goods but immaterial and intangible resources such as the contamination of cultures and the creation of a 'knowledge economy' where creativity is the new exchange currency. Â
The Location: Forte Marghera
The location: Forte Marghera
The location: Forte Marghera
the reason why: Forte Marghera Forte Marghera, with its immense economic and cultural capital, its past military use and the current environmental deterioration phase, was an ideal location for this territorial marketing effort with two different objectives: _an external function: make visitors, tourists and media aware of the beauty and the economic potential of this place and catalyse the attention on Venice to help re-launch the city image as an innovative reality with an interest on young entrepreneurial initiatives. _an internal function: re-propose Forte Marghera as cultural location, giving young people the possibility to retake possession of this depressed city neighbourhood, creating opportunities, stimulate the networking within internal economic players (hotels, restaurants, camping, etc..)
Sponsors & Media Partners: What’s in it for me? Branded Philanthropy: We believe that as brands occupy a larger space into popular culture, they also assume a responsibility towards that culture; In this transparent world corporate ethics are becoming as important and influential as marketing messages. A brand keen in sponsoring an event such as this contributing to the regeneration of a depressed city area will definitely be perceived by consumers as a philanthropist.
So, what is exactly disco_nnect ? disco_nnect, _Moving_People_Off-line_ is a music and digital art festival like no others in Italy. disco_nnect is pure expressive avant-garde; It’s the courage to create an event in Italy in line with the major European festivals, the bravery to explore with sounds and colours in a showcase of the most exciting alternative and experimental artists from all over the World in the mesmerising frame of Forte Marghera, Venice, in collaboration with the Venice Art Fair Biennale and the Cinema Festival in Venice. In this stunning star-shaped location 3 stages hosted in their only italian show: _LCD Soundsystem _Royksopp _A Certain Ratio _Ebony Bones! _The Glimmers, Disko Drunkards Project _Fujiya and Miyagi _Panico _Little Dragon _Principles of Geometry _Jojo de Freq _Mickey Moonlight
a bottom-up approach Other artists present at disco_nnect: _Bugo _Scuola Furano _Cool kids can’t die _No seduction _We rent Vinyl _Did _The Transisters _Yess _Fare Soldi _Tomato Sound Soup _Swim _The Clover _Keep it yours _Shirt VS t-Shirt _Dj Katerina _Thank you for the drum machine _The Hacienda _Titan _and many more...
The audience: 18-34 - cool & creative
Website launch: July 2009
Facebook: We launched a fan page, a group and an event collecting more than 8000 fans and followers.
_30.000 friends _212.000 visualisations
Sponsors:
Institutional Partners:
Media Partners: Magazines, Netzines, Radios
Media Partners: Social Networks
Social Network Banners: As part of the media partnership they offered us 1,500,000 clicks (they usually run their ads at ÂŁ15 PCM). We targeted potential customers in three ways: _AGE _CONTRY OF RESIDENCE _ARTIST & MUSIC GENRE
RESULTS: 66,943 imp, 15,569 clicks, 23% CTR
Social Network Banners: RESULTS: 135,584 ad views, 13936 clicks, 12% CTR RESULTS: 34,233 ad views, 3436 clicks, 10% CTR RESULTS: 94,756 ad views, 8745 clicks, 9% CTR
UGC Competition We launched a User Generated competition asking readers to create a teaser video of the festival. We offered a package for two consisting in: 2 nights in a 5 star hotel in Venice historical centre, two tickets for the Biennale and the Cinema Festival and two VIP tickets for disco_nnect with the chance to meet their favourite artists and then visit the back stage.
Red Bull Tourbus:
Red Bull Tourbus:
Ambient:
We worked with IGP Decaux to advertise the festival in 20 major cities in the North of Italy. Using 100X140 cm street posters we selected the available spaces in every town trying to affix them in nightlife areas with many bars and clubs. We targeted Milan, Bologna, Rome, Florence, Padova, Verona, Turin, Brescia, Parma, Reggio Emilia, Prato, during July while people were still at work. In August, instead we put posters in the two Italian Rivieras: Viareggio and Rimini.
Local PR: We hired a local PR to distribute foldable, pocket-size leaflets with the programme of the two days event in: _Venice Art Fair Biennale _Venice Cinema Festival _Venice and Mestre Train Stations _Airports with low cost airlines presence (we even partnered with Ryanair) _Clubs _Gigs & Festivals _Seaside aperitivo bars
guerrilla petition
We hired 4 girls and positioned them outside bars and clubs in the NorthEast Riviera - Rimini and Riccione - asking people to sign a fake petition to transform the 4th & 5th September (the days of the festival) in the first Italian off-line weekend. We got inspired by the No Tobacco Day and Earth Hour to invite people disco_nnect from their ‘always-on’, hyperconnected lives and come to Venice to experience the off-line music and art event. We justified the petition with a fake study and research on a new emerging psychosis called ‘Internet Obsessive Disorder’. We Asked people to sign and leave their email addresses in exchange of a free Bacardi Breezer. We built up a 12.000 people newsletter and sent updates of the festival.
Results: 50.000 unique visits Average time spent: 3,38 minutes Average page views: 4, 41
Visibility: nearly 400.000 results on Google
Results: 8.000 fans in 3 months target demographics: 84% were 18-34 mainly from: Venice, Milan, Florence, Rome
Results: more than 200 videos uploaded
Press Office Results: 150 features in blogs / 50 in newspapers and magazines
Results: 11.000 people
Results: let’s sum it up _almost 6000 attendants every day _50.000 single visits on www.disconnectfestival.com _8.000 fans on Facebook _30.000 friends on Myspace _500 followers on Twitter _400.000 results on Google search engine _50 publications on national newspapers and magazine _150 features on blogs and net-zines. _200 user generated video uploaded on Youtube
Wanna get in touch?
Giacomo Bracci 220 Olympic House 12, Somerford Grove N16 7TY London +44 (0) 786 498 11 17 giacomo@disconnectfestival.com
Thanks