INCUBATE FESTIVAL PRESS PACK 2013
“One of Europe’s best music and arts festivals”
I’ve dealt with such a friendly bunch of people
The Quietus, 24 augustus 2011
behind a festival! Even some of the supposedly
The Quietus is the internationally renowned
‘cool’ fests in the UK like ATP can be a bit of an
and award winning cutting-edge website
ordeal!” Adam Kennedy, journalist DrownedinSound,
“I’ve just got in from a festival held in a small
2012
college town in the Netherlands called Tilburg. Incubate is about as good as it gets when it
“It’s this straightforwardly adventurous spirit
comes to showcasing contemporary left-field
that makes Incubate a joyous, if exhausting,
art and extreme music. There’s only really
experience, and it’s something from which UK
Supersonic in Birmingham that’s comparable.
festival organizers could learn.”
I have no utopian leanings whatsoever and I mistrust anyone who thinks human affairs are only one philosophy, religion or political creed away from a Golden Period of enlightenment where we all stand round wearing white
The Wire, December 2009 “And with damn near every last square inch of the city littered with preamps and patch cords,
robes, holding scrolls, saying wry things
that can only mean one thing: a killer lineup.”
and listening to whale music. But I do think
Pitchfork, 2008
a lot of people could take a leaf out of the Tilburg book. It’s a new town that works. It’s
“In one year’s time, the festival in Tilburg has
always clean. Handsome men and hot women
grown to one of the most fun happenings
cycle everywhere. There’s art or something
for adventurous music lovers and scouts for
resembling art in every window you pass. Art
alternative talents”
is also on every other billboard and in most public spaces. Tilburg is like a cross between Harlow and Oxford. [...] And that’s before I mention the largest and longest-running gayfriendly funfair in all of the Benelux Regions.” John Doran in Vice (Uk), 19 September 2012 The British Vice has circulation of 1,2 milion “I must say, in 12 years of writing, I don’t think
OOR, 2008
ABOUT
Incubate is the annual celebration of cutting edge culture in Tilburg, the Netherlands. It is a festival exhibiting a diverse view on culture as a whole. We believe progression comes from the fringes, especially when it comes to culture. That’s why, driven by artistic development, we bring three hundred cutting edge artists in an intimate setting to an international audience. We offer kicks and contemplation through music, visual arts, film, debate and contemporary dance. Black metal next to free folk. Street art next to modern theatre. We provide a place where artists and audience meet and engage with each other and the local environment of Tilburg, The Netherlands. In more than twenty-five venues, ranging from a church to music venues. From a bar to a nature theater. Incubate champions a mix of upcoming and established artists. We present a mash-up of visions, backgrounds and styles. Backed by venues, (media-) partners and loyal crowds, we question the concept of the peculiar and the familiar, and that way we facilitate both kicks and contemplation.
Incubate wants to clash cultures. It isn’t just a ‘festival’; it’s a community of independent minds, a spot where curious people meet. It stretches further than the boundaries of the inner-city of Tilburg. That’s why visitors and artists from all over Europe recognize Incubate as their space. The discovery is our product.
HISTORY
Incubate started in 2005. It was a two-day festival with 47 artists. It focused merely on artists that never got a chance at playing other Dutch venues. Rapidly it grew to a leading and critically acclaimed European festival. The unique mixture generates massive national (Nieuwe Revu, nrc. next, Volkskrant, Groene Amsterdammer) and international press (e.g. Belgium, Germany, USA, France, England and Poland). From 2010 on we also bring a monthly series under the name Incubated. Next to that we also work together with a lot of other organizations in bringing cutting edge artists, or sharing our accumulated knowledge.
VENUES
Incubate presents artists in the best possible setting. Therefore we use a lot of different venues. For instance three stages in the well-known music venue 013, and in jazz club Paradox and theater De NWE Vorst, but there are also performances in a nature theater, exhibitions in the public library and concerts in a church. And don’t forget the things to do in the local bowling alley, old industrial buildings, art galleries and the coolest bars in the centre of Tilburg. For one week our whole city will be dedicated to celebrating cutting-edge art from all over the globe.
LINE-UP
Music, art, theater, film, debate. Incubate has it all. Every year, over 300 artists from all of these disciplines perform, exhibit, speak and screen at the festival in Tilburg. In the recent years there were shows at Incubate from artists like The Fall, Mogwai, Buzzcocks, Battles, Glen Hansard, Health, Yann Tiersen, Omar Souleyman, Neu!, Damien Jurado, Johannes Heil, Nathan Fake, Austra, EMA, Peter Broderick, Japandroids, Black Mountain, Jameszoo, Zola Jesus, Serena Maneesh, Dan Deacon, Six Organs Of Admittance, Wooden Shjips, Nosaj Thing, James Blake, Loefah and Untold. Renowned artists like Hermann Nitch, Santiago Sierra and MOMO have performed at Incubate. Besides, Incubate has organized the largest Open Source Expo ever, with over 300 participants and the biggest versions of the Ted Award winning Inside Out Project by JR and Play Me, I’m Yours by Luke Jerram. The annual film program counts dozens of films in all categories. Numerous speakers like Matt Mason, Simon Reynolds, Charles Leadbeater, Robert Levine, Bill Drummond did keynotes at Incubate.
“At Incubate, music is a vehicle of progressive culture, a way to freedom.� Nirvana biographer and Wall Street Journal-journalist Michael Azerrad, 2011
FACTS & FIGURES
Incubate draws visitors from all over the world with an healthy dose of interest in contemporary and independent arts. The festival caters the early adopters but also the random passer-by. Some facts and figures:
THE FESTIVAL NUMBER OF ARTISTS
300
LOCATION
25 venues in Tilburg and direct surroundings. Venues vary in size from 50 to 2,200 capacity.
NUMBER OF VISITORS
15,000 in 2012 Our number of visitors annually grows with 30% per year.
MEDIA PARTNERS
The Quietus, The Wire, Gonzo(Circus), Terrorizer, CuttingEdge, PopUpMusic.pl, Vi.be, 3voor12/tilburg
URL
www.incubate.org
THE FESTIVAL VISITOR GENDER
71% Male 29% Female
AGE
72% between 20 and 39 years 90% between 15 and 45
EDUCATIONAL LEVEL
82% of our visitors went to University or attended Higher Education.
SPENDINGS
The average Incubate visitor spends over 100 euros during his/her visit to Tilburg. The Incubate festivalticket is not included in this calculation.
ORIGIN OF VISITORS Location
2010
2011
2012
Tilburg area
46%
31%
18%
Noord-Brabant
15%
18%
11%
Rest of the Netherlands
26%
37%
53%
Belgium
5% 7% 8%
United Kingdom
3%
Germany
2% 4% 5%
Rest of EU
4%
2%
2%
Outside EU
-
1%
1%
1%
Source: 2010, 2011: visitorsurvey, 2012: ticketsales online
2%
PARTNER OPPORTUNITIES
PARTNER CASE: TEUFEL Teufel is Europe’s #1 direct seller of high-end loudspeaker systems. The company was founded in 1980 in Berlin and was met with phenomenal early success in the German specialty market for loudspeakers. The partnership was focused on combining common brand values like quality, authenticity and personal approach. With Incubate it has chosen to create brand awareness among the visitors. With product placement at crucial festival spots (speakers at the visitor centre and visual arts projects, headphones for the DJs and giveaways for the visitors) and embedding the brand in the festival communication ecosystem like newsletters, public survey and social media we’ve created value and awareness for both sides.
PARTNER CASE: VEDETT As new-coming beer brand in the Netherlands, Vedett (Duvel brewery) has chosen Incubate to expand awareness within the Incubate audience. The beer was available at most of the Incubate venues. Special promotions has been organized during Incubate events, like the possibility to create your own label for on the beer bottle, customized key chains and free samples. Beside, Vedett was visible throughout the city with their Vedett van and beach chairs. In Belgium and the Netherlands, special Incubate Vedett beer coasters were distributed.
PARTNER CASE: HIVOS A fair, free and sustainable world – that is what Hivos, the Humanist Institute for Development Cooperation, wants to contribute to. Together with local organisations in developing countries, Hivos strives for a world in which all citizens – both men and women – have equal access to resources and opportunities for development. In a narrow collaboration we’ve created exchange projects and raised new funds for Hivos. We brought together leading Western dance producers and leading dance producers from the developing countries for a special collaboration. For those Indian, Kenian and and Indonesian producers AND for the Western producers it was a once in a lifetime experience. Besides that we raised common awareness for Hivos in our newsletters, had a Hivos streetteam and hooked a lot of new people on acting good.
INCUBATE FESTIVAL GUIDE The Incubate festival guide provides the audience of Incubate with all the information they need for the festival. The guide includes bios of artists, information about the different projects and relevant advertisements from partners of the festival. During the festival, the guide will be handed out to every visitor. The festival guide will also be put online, including the advertising, ensuring even more exposure than the 10,000 paper guides. For a digital version of last year’s guide, click here: http://issuu.com/incubate/docs/incubate2012-festival-guide
NUMBERS INCUBATE FESTIVAL GUIDE Edition:
10,000, also available online
Street date: September 16th 2013 (September 9th online) Size full page: 105 × 148 mm + 4mm bleed (109 x 152 mm) portrait
full-colour, 300 dpi
Format:
PDF or JPEG
DEADLINES AUGUST 16TH, 2013 TO RESERVE YOUR SPOT
(ONLY IF THERE ARE STILL SPOTS LEFT. FIRST COME, FIRST SERVED.)
AUGUST 21ST, 2013 DEADLINE FOR SENDING IN YOUR MATERIAL Place Cost (full-colour, prices Size excluding VAT)
A6 + 4 mm bleed
Back cover
€1000
105 × 148 mm portrait + 4 mm bleed
Page 2
€650
105 × 148 mm portrait + 4 mm bleed
Spread
€1100
210 × 148 mm landscape + 4 mm bleed
Full page
€500
105 × 148 mm portrait + 4 mm bleed
(2/1 page)
(does not include BTW / VAT - prices subject to change)
Please contact for more details and making reservations: Jelle Agema Jelle@incubate.org +31 13 590 48 39
INCUBATE BLOG ADVERTS Incubate Blog (http://inlog.org) offers advertising possibilities for selected organizations in the cultural scene. You’ll never see banners of corporate businesses on inlog.org, but only stuff from cool music/art websites, venues, magazines, etc. INCUBATE BLOG VISITORS Inlog.org welcomes over 1,000 unique visitors every day. Worldwide, but most of them are from Europe (65%), and especially The Netherlands (40%). Visitors browse on Mozilla Firefox (44%) and use Windows (66%) and Mac (24%) machines. The inlog.org visitor is interested in music and art, mostly from underground scenes.
PRICE PLAN & CONTACT
Banner positions are available for a very low price, we think. Per week:
€40,00
Per month:
€130,00
Per year:
€1300,00
(does not include BTW / VAT)
Make your reservation in time, as we don’t show more than three banners at a time. If you are interested in promoting your cool business on www.inlog.org or need more info, don’t hesitate and contact us on: Erik Luyten erik@incubate.org +31 13 590 48 39
BANNER SPECS
We offer one banner position in the right menu bar that will rotate with a max of 3 banners at a time. The banner is visible on all blog pages. Width: Height: Format: File size:
275px Min 40px, max 350px gif, png, jpg or flash Max 150kb
Tips for flash: Flash banners must not have a transparent background. Also, add the URL you want to link to, into the flash file and let it open in a new (blank) window.
INCUBATE APP FOR IPHONE AND ANDROID The high-end Incubate App is, beside the printed Festival Guide, the most used tool for the Incubate visitor to prepare their Incubate visit. The app, designed and developed by Freshheads BV is available for iOS and Android devices and both receive more than 4 out of 5 stars in the respective app stores. There are several opportunities to be visible in the Incubate App. Please get in touch for more info.
AWARD WINNING Over the past few years, Incubate has won several awards. A summary: 2008: Incubate won the audience awarded prize for best festival in Tilburg which left the Tilburgse Fair in it’s wake. 2009: nominated for the IJzeren Podiumdier in the category Best Pop Festival by the Vereniging Nederlandse Poppodia en Festivals (Dutch association Clubs and Festivals) May 2009: the Think Ahead Award from the Nederlands Instituut voor de Mediakunst (Dutch Institute for Media Art). The criteria for the award were innovation, authenticity and durability. November 2009: The blog Generationbass.com, which was founded by Incubate, was declared a top ten best music blog by renowned website Afropop Worldwide 2010: Generationbass.com was awared the Word Up! award for best newcomer by Muziekcentrum Nederland (Dutch Music Center) 2011: The MVO Koploper award ( CSR Leader award) is presented by Gemeente Tilburg for Corporate Social Responsibility. December 2011: The Social Media Club 013 Award for which also Interpolis and Selexyz Gianotten were nominated. December 2011: Artistic director Vincent Koreman is elected Tilburger van het jaar (Tilburger of the year) by Tilburg Dichtbij. 2011: Incubate is nominated for Best Indoor Festival and Best Medium-sized Festival by the European Festival Awards 2012: Incubate is again nominated for Best Indoor Festival and Best Medium-sized Festival by the European Festival Awards May 2012: Incubate is elected Leukste stadsevenement van Nederland (Most Fun Dutch City Event) by Nationale Evenementenprijzen (National Event Awards) beating the arrival event of ‘Sinterklaas’ May 2012: De Gouden Struis is awarded for Beste Marketingactie binnen de podiumkunsten (Best Marketing effort in Performing Arts)
CONTACT INFO HEADQUARTERS: Incubate Spoorlaan 400 5038 CG Tilburg The Netherlands
POSTAL ADDRESS: Incubate Postbus 327 5000 AH Tilburg The Netherlands
TELEPHONE: +31 (0)13 590 4839
PRESS CONTACT: For analog media: Jelle Agema / jelle@incubate.org For digital media: Erik Luyten / erik@incubate.org Sponsoring: Joost Heijthuijsen / joost@incubate.org
WEBSITE www.incubate.org
PRESS For press releases and downloads of photos, Incubate logos, etc, check the press website www.incubate.org/pressinfo