Sweet
Home Mid pleasures and palaces though we may roam, Be it ever so humble, there’s no place like home; A charm from the skies seems to hallow us there, Which seek thro’ the world, is ne’er met elsewhere. Home! Home! Sweet, sweet home! There’s no place like home There’s no place like home!
Creative industry Personal branding 2.0 Graphic design
February March 2014 EDITORIAL Creative Editor: Qianqian Tao Editorial Director: Qianqian Tao Managing Editor: Qianqian Tao Contact email: selinatao-qianqian@hotmail.com Contact number: +31 640861822
The theme of this magazine is sweet home that full of cozy, warm and romantic surrounding. Home is a place for people to be themselves, and everyone has his or her own dream home. What does home mean to you? A warm bed that you can’t get out of in the morning, a tiny pink toothbrush in the bathroom, or a cozy couch that you like to lie down and watch TV. This magazine is created for people who share the same passion for home. The contents of the magazine is about the creative field that I have experienced recently, and my personal branding. Sweet Home will introduce the field visit of the creative industries, analysis on leisure events and my own blog, social media and creative CV to the readers, which is surrounded by the look and feel of a cozy home, warm and romance.
GUEST LECTURE & FIELD VISIT
C O N T E N T S
01 MyCreativity 03 Futuer Masterz 04 Transmedia Storytelling 05 Masterclass 06 Interview
GRAPHIC DESIGN 08 Moodboard 09 InDesign
CREATIVE COMMUNICATION 10 Communication plan 11 Blog 12 Social Media 13 Creative CV 15 Sensation Amsterdam 17 SAIL Word of Mouth
Introduction to the field work From Nov 20 to 21, 2014, we went to a conference called MyCreativity at Trouw Amsterdam. This conference lasted for 2 days and it was focusing on the creative industries on an international level. Many speakers from the field of creative industries were invited to give speeches and panel discussions during the conference. Before visiting, I pictured the conference as an inspiring lecture that I could learn a lot from for my study and career. On the first day, many speakers shared their opinions about the creative industries. The first speaker was Robert Hewison from United Kingdom. He talked about the latest attempts to reboot the concept of creative industries in his country. After his speech, there was a panel discussion about artistic autonomy versus the creative industries. Artistic autonomy seems to be an ideal and unfamiliar subject for many people. The speakers debated about the relationship between art and autonomy, the difference between artistic and social autonomy, and how art as the creative industry promises a new form of engagement from business innovation to urban development. Audience was able to interact with the speakers by asking questions and debating with the speakers during the panel discussion. After the lunch break, we all went back to our seats and another panel discussion about documentary film was followed. Several speakers gave speeches about what they do and showed videos about their work and productions to the audience. They talked about the difficulties in financing, distributing and getting attention for their documentaries as they are from small language territories. Audience was also able to join the discussion after each speech and the panel discussion.
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My Creativity Conference On the second day, the focus was on panel discussions and different sweatshops. The conference again started with a panel discussion about the creative city as an Internet of bright and young things. Different speakers gave their speeches, and one of them even gave the speech via web chat. They mainly talked about our superconnected lives where the objects are organized in an Internet of Things (IoT) and keeping track of our needs and desires. After the panel discussion, the sweatshop began. I chose the sweatshop of parasitical organizing. This workshop was mainly about how to organize things with zero budget. The speaker taught us about how to seek and use other value systems such as social and cultural capitals to fulfill our ideas and businesses instead of financial capital. The workshop took a case from one of the audience and we were asked to work on this case by using the idea of parasitical organizing. After the sweatshop, the conference continued with a panel discussion about value creation in the networked economy. Difference speakers talked about how value creation is increasingly characterized by flexible and ephemeral relationships and the depression of creative workers and entrepreneurs. This conference was ended after two-day’s speeches, panel discussions and workshops. I have received a large amount of information about some professional subjects of the creative industries. For many of those, it seems to be unfamiliar to me. Despite the unfamiliarity, I have gained the knowledge about how to use social and cultural capital to conduct a task through the sweatshop. Social networking is the essence for success, especially in today’s supper-connected world.
MyCreativity Conference @ Amsterdam Trouw
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Future Masterz
The field visit was taken place at Amsterdam EYE building on Nov 14, 2014. Ronald van den Burg, who is the founder of Future Masterz, arranged this field visit. The expert invited to the workshop, Andre Hengeveld, is a communication advisor and a specialist on job communication. This workshop included the introduction to the project Future Masterz, and how to promote this project by using marketing and communication strategy. Future Masterz is a project that intends to create the meeting place for innovative companies and talents. It is about sharing and creating inspiration, information, opportunities and cooperation. Future Masterz believes in the power of Millennial. The project aims to connect and bridge the generation gap between Millennial and previous generations. By understanding the needs and values of these two groups, the project brings them in a way that works for both optimally. The keywords are collaboration and innovation. It is about connecting Millennial and the companies with the right communication and proposition strategy. Millennial or Millennial generation, refers to those who was born from the early 1980s to the early 2000s. Millennial grew up in a world that filled with technology, innovation and increasingly online and social network. They are the generation that has received the most marketing attention. They value the workplace satisfaction more than their salaries at work, as well as a balance between work and life. They are less likely than previous generations to put up with an unpleasant work environment and much more likely to use social networking to broadcast their concerns. An advantage to have young employees in an organization or company is that, they are open-minded and creative, and they might question authority and seek real meaning in their work. This might help companies or organizations to grow and improve themselves quickly.
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For Future Masterz, it is important to set up the right communication strategy and proposition between Millennial and the companies. An effective communication strategy is to tell the right message (proposition) to the right target group with the best effect, within the right time frame and available budget, at the best moment, by using the best ‘tools’. I think the essence of Future Masterz’s communication strategy is about using social media to communicate the creative message (proposition) to their target audience under the goal of connecting Millennial and previous generations, within the right time and budget. Because social media is the most popular communication and networking tool for young people, and it is a leading trend nowadays, it is not only the most effective media tool to connect Millennial and companies, but it is free of charge or within a low budget, and easy to control and monitor. Millennial are innovative people, so a creative message, way or concept might catch their attention easily and quickly. This workshop was useful for me, because I have gained the knowledge about how to use communication strategy to get the attention of young people. Also, I have gained an insight into young people or Millennial’s characteristics, needs, lifestyles and behaviors.
GUEST
L E C T U R E S
The guest lecture ‘Transmedia storytelling’ was held by René Boonstra on Dec 12, 2014 at Hogeschool InHolland Diemen. He is a lecturer from Hogeschool InHollandand, and a marketing researcher on transmedia storytelling, concept development and social media. The guest lecture was mainly about the strategy, engagement and conversation on transmedia storytelling. The first part of Rene’s lecture was about the participation and interaction of transmedia storytelling. Transmedia storytelling is the technique of telling a story across multiple platforms and formats. For example, a movie could enlarge its influence by expanding through other channels such as an online game, a book, an App, and so on. So a transmedia strategy may create more interactions for audience. And it leads to community building.
Transmedia Storytelling The second part was about how to use transmedia storytelling as a communication tool. In order to achieve the success of communication strategy, a company can tackle the communication message and the participation of the audience through a transmedia story. Audience should be able to identify with the characters in the transmedia story, and this kind of identification may create a long lasting relationship between the company’s message and audience. Also, companies and organizations need to look for the added value that a medium can give a story. The last part of the lecture was about how to use conversation to achieve communication goals, when using transmedia storytelling. Besides using transmedia storytelling as a communication tool to connect and interact with the audience, companies and organizations also need to induce and motivate the public to talk about their message as a brand. Conversation about a story is needed to spread the message and it may evolve into new forms of co-creation. In the end, I have learned about how to use transmedia storytelling as a communication strategy. It gave me an insight into this creative idea of communication. The essence is to use transmedia storytelling to engage and interact with the public. This lecture was useful for me because the idea of transmedia storytelling can be implemented into the project SAIL.
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Masterclass @ Pakhuis de Zwijger The masterclass of ‘Ten meters of thinking’ was held by Paul Hughes at Pakhuis de Zwijger on Dec 19, 2014. Paul Hughes is a speaker specialized in the creation of knowledge. He draws live as he tells stories along ten meters of paper exploring leadership, innovation and transformation. During this masterclass, he took us through a journey of ten meters of his paper role. Paul Hughes described on his paper about how creative industries can benefit from new and creative ideas, strategies and thinking. Companies and organizations have to look beyond the obviousness to find the true cause of what they do. He mentioned that individuals in a unity might create diversity and outstanding values, so community building is important for companies and organizations. Community is also important for us because it offers several valuable gifts that combine to improve our emotional state, relationships and quality of life. Paul Hughes also described the importance of connecting. He emphasized that we should connect more with each other. He also mentioned the importance of quality and relationship. The quality of relationships defines the quality of the results. He showed a model of how company should acts and communicates towards customers. This may apply to many companies and organizations. The action and communication that a company or organization has towardscustomers should beparallel with each other. We learn from what we do, we reflect ourselves, and we consult with others. This is the path of how we should move from one point to another. This materclass was very interesting to me, as I have gained knowledge about a great out-of-the-box way of learning. It will be a very inspiring handbook for me when I am working on any task. Besides the creative way of giving his speech on a paper, he also used storytelling to keep strong attentions from the audience. I have experienced again the power of storytelling.
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Interview with Tou Peng - a Chinese entrepreneur of Real-life Escape Room
The booming creative business in China Tou Peng, 27 years old, is one of the owners of D Zone Real-life Escape Room in a city of the Southern China. In 2011, he graduated from university and started to work in a company. In 2013, he opened his first company of D Zone Real-life Escape Room in his hometown city. One year later, another D Zone Real-life Escape Room was opened in the city where he went to university. Tou Peng Owners of D Zone Real-life Escape Room
I find him an inspiring person because he always has visions on a wide range of perspectives. He is not only a dreamer but also an implementer. During the interview, he gave me many insights into the creative business in China; such as the new concept of real-life escape room, the market of Millennial, the changing customer demand and the Chinese
“Why did you choose to be an entrepreneur and why you want to focus on the real-life escape room? It seems to be pretty risky actions.” “I couldn’t get what I want from my previous job. I wanted to be challenged and bring my ideas to life. I always wanted to have my own business and I like the freedom and creativity that I can have in my own business. So I created D Zone Real-life Escape Room with two friends of mine two years ago. Real-life escape room is a new business concept in China. I believe that it will have a great potential because it will attract the attention of young people. Young people like to see new things and have new experience with friends. They are a huge and great potential market.”
D Zone Real-life Escape Room
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Real-life escape room is a type of physical adventure game in which people are locked in a room with other participants and have to use elements of the room to solve a series of puzzles, find clues, and escape the room within a set time limit. This game was original from online video game of ‘escape the room’. In the 2010s, it became a new form of leisure business. As online gaming has been very popular in China for many years, the idea of bringing these online games into real life and aiming at providing real-life experience to customers is a new and creative business and it certainly has great potentials. It seems to be a hot trend nowadays in China, as more and more people are talking about this kind of experience in real life and on social media. However several years ago it was a complete strange name to the public, especially to those elder people in China.
Real-life escape room is mainly targeting on young people such as young office workers and college students, in other words, the Millennial. They grew up in a world that filled with technology, innovation and increasingly online and social network. According to the data from China Internet Network Information Center (CINIC, 2013), there is around 519 million Netizens (people who go online) in China, and 80% of them are teenagers and early adults. This group of people is strongly influenced by the Internet and social media.
The creative industries in China are very different from the one in the western world. The creative industries in the western world are independent and freely developed, while the creative industries in China are developing slowly and it is always under the control of the Party. However, cultural perspective such as film and leisure business is becoming one of the economic drivers of China’s creative industry nowadays. As people in China have more incomes than before, they have more money to spend for their leisure activities and they have more choices to choose than before. The leisure industry in China is becoming more and more diverse and competitive. Last month China’s president Xi Jinping presented his vision for China’s arts and creative industries as “pursuit of the true, good and beautiful future.” Now arts and creative industries are the topics for president Xi’s signature of Chinese Dream. This renewed attention on arts and creativity gives the entrepreneurs andenterprises more commercial opportunities in the creative business. There is a belief that the future of creative business in China will be more opened, diverse and booming.
“What do you think of the success factors in the creative business in China?” “What do you think of the future of the creative industry in China?” “It is important to know what your customers need, who your competitors are, and how to attract your customers. I think the creative business is also about customer-driven, just like many other businesses. I believe that the future of the creative business in China is actually happening now. It is coming sooner than it is expected. We must catch this opportunity to create new trends and lead the trends. I think it is the Chinese Dream that we always talk about nowadays.”
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GRAPHIC
DESIGN
MOODBOARD My moodboard is about the cozy, warm and romantic elements that forms my dream home. It is a reflection of my presonal branding, which is about my lifestyle and my personal value. I like to discover and enjoy doing interesting things in life. This moodboard represents the theme of the magazine, which is a sweet home that I enjoy living in. It is also the brand essence of enjoyment that I want to communicate towards the readers. The style, design and struture of the magazine is mainly based on the theme of my moodboard.
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InDesign As the moodboard has been made, the theme of the magazine is decided as ‘sweet home’. The magazine is designed based on the elements of a sweet home, which are flowers, decorations, home decor, food and sweets, cup of tea or coffee, etc. After the pictures that represents the sweet home have been collected, I started to place them into the design of magazine. In order to look creative, I used different types and shapes of the texts such as the titles, as well as the layout of the texts, and the outline of the magazine.
The look and feel of the magazine is created based on the theme of cozy, warm and romantic home. It is linked with my personal branding, which represents my passion and inner peace about life. The color of the magazine is designed as warm and light colors. It gives the feeling of ease to the readers. It is comfortable that just feels like staying at home.
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COMMUNICATION R E A T I V E
Communication Plan
The personal brand that I want to show is about the inspirations that I get from life and the interesting things that I enjoy doing in my life. So, my brand essence is enjoyment, which is the emotion that I want to connect with my target audience. The tone of voice of my brand both embodies and expresses my personality of freedom and my value of passion and peace. All of that is the message that I want to communicate to my audience. My target audience is a group of people who like fashion, beauty, sweat gadgets, romance, and love enjoying life. My media mix will be using social media channels and word of mouth to promote my personal brand. Social media channels such as blog, helps to communicate my personal brand in any time and at any place to my audience with highly flexibility. Word of mouth has a great impact and leads to active engagement of the audience. It is important to talk and exchange thoughts and opinions with the audience.
Communication has many forms, for example, word of mouth, press releases, posters and flyers, online channels and social media, events and so on. In order to develop a plan for communicating my personal brand to my target audience, the following elements are important for establishing the communication: • • • • •
My communication goal My audience My message My communication channels My distribution
The goal of my communication plan is to promote my personal brand. I want to communicate about what my lifestyle is and share what I like with my audience.
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All the above elements will be complied into my distribution, in order to communicate my personal brand. So my distribution or communication strategy will be using my personal blog, my frequent-used social media platforms such as LinkedIn and Facebook, and my creative CV to communicate my brand message to my target audience.
My Blog
https://taoqianqian.wordpress.com/
My blog shows about my inspirations, lifestyles, hobbies and the things that I find interested in. Theme & Design The theme of my blog is about beauty, fashion and lifestyle. The look and feel is designed to be lovely, stylish, warm and cozy. This is my personal brand. And it is also the messages that I want to communicate to the public. Lifestyle & Hobby I like perfume, cosmetics, clothing and the things that girls like. I like to look into design and decor. I like to study about wine and cocktail. I like to read about Amy Cheung’s editions. Inspiration I like to get inspirations from my lifestyle, my passion and peace, and the things I like such as dÊcor, beauty, cocktail, sketch, dessert, nostalgia, gadget, book, perfume, sweets, etc.
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Social M E D I A https://www.facebook.com/selina.tao.9
https://taoqianqian.wordpress.com/
https://nl.linkedin.com/pub/selina-tao/76/580/300
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CURRICULUM VITAE
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Qianqian Tao
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Visual storytelling of Sensation Qianqian Tao What is Sensation? Sensation is an indoor electronic dance music event that originated in the Netherlands and organized by ID&T. The original event, which ran exclusively in the Amsterdam ArenA for a period of five years until 2005, is now located throughout many popular countries and cities such as Belgium, Canada, Czech Republic, Great Britain, Italy, Netherlands, Russia, Ukraine, Turkey, United States, Brazil, Chile, Denmark, Germany, Korea, Romania, South Africa, Taiwan, Thailand, and United Arab Emirates. Sensation has been split up in two editions nowadays: Sensation White and Sensation Black. Sensation Black focuses more on ‘darker’ music, like Hardstyle and Hardcore, whereas Sensation White focuses more on Trance music. Sensation Amsterdam happens every year in July since 2000. Every Sensation Amsterdam has a different theme, for example, Into the Wild (2013), the Pleasuredome(2014), and the Legacy(2015). All the attendees are required to wear white and the Amsterdam ArenA itself is decorated to match the theme.
Infographic @ Sensation - Into the Wild
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Sensation Amsterdam – Into the Wild Before the event started, promotion had been run more than half year ago. The theme was Into the Wild. The poster communicated the visual image of ‘Wild’ as it showed to the audience the look and feel of the theme and event. Online promotions had been run widely through Sensation’s website, and their own online pages or channels on social media such as Facebook, YouTube, Twitter, Instagram and so on. For example, news and updates about the theme ‘Into the wild’ on Facebook page, and interact with the public and their fans. Also, many videos and films about Sensation on YouTube could be found, those videos gave visitors more insights about how their work and the event had been planned and set up, and how the theme of event looked like.
During the event, social media and the event itself promoted the event. Many visitors shared their picture, video, status and comments about Sensation and how the theme looked like online. This is a great effect to promote Sensation. As the theme was about ‘Into the Wild’, the decoration, atmosphere and look and feel of the scene were all match the theme. Artists were dressing animal elements on them and performing to match the theme. The music were wild, and the public were dressing white and decorating themselves to match the theme. The famous Mr. White was stimulating visitors’ enthusiasm. All of these led to a positive sharing online and word of mouth later.
After the event, the crowd helps the organizer to promote Sensation, as they will speak highly about the event online and to others. Besides social media sharing, the image of Sensation is also communicated to the public through journalist review, articles online, magazines and other earned media. This is how Sensation communicates its visual storytelling to the public, and in return, the crowd picks up the visual of Sensation. Besides the owned channels, Sensation also promoted the event through paid channel, such as their poster and flyers, the implantable advertising on social media such as YouTube and on other related websites such as the ticket sales websites. Moreover, because the success of Sensation, many people spoke highly about it, and especially for those who had been to Sensation before, their positive interactions and reactions about Sensation on social media were also a good promotion for the event, as well as their word of mouth to others. The visual storytelling was strongly communicated to the audience. .through the graphic design and photography through their promotions.
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Word of Mouth Marketing - SAIL Amsterdam
Target group The target audience is young adults who live in Amsterdam. They are international and Dutch young people such as students and young office workers. The most important characteristic of this group is that, they are multi-cultural young people. As SAIL wants to change it old image of ‘elder white Dutch’, young people who have difference cultural background will be important for SAIL to attract and interact with. Besides, these young people must be opened, motivated, enthusiastic and like to expand their social networks.
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Concept The concept is to create a community of SAIL lovers. This concept aims to promote SAIL Amsterdam by attracting young adults in Amsterdam and spreading the message of SAIL online and offline. It brings and connects young people from virtuality to reality. This concept first runs through its virtual part. An online community of SAIL will be built on Facebook. News and updates about SAIL will be posted on this Facebook page. By joining and following this community, audience can keep up with the latest news and updates about up-coming SAIL activities in Amsterdam. The reason to create an online community is that, SAIL needs to build a long-lasting relationship with young adults, by reaching, attracting, informing, and inducing them to participate in SAIL activities through the online community. More importantly, they would spread the word of SAIL to their friends and social contacts online if they were into SAIL. This will be a large amount of audience for SAIL to attract. In this way, SAIL will promote itself widely with the help of social media. For the reality part, the online community gathers young people who are interested in SAIL Amsterdam. Next SAIL will invite this people to participate in a real sailing activity by dressing SAIL T-shits or sailors clothes. Boats will sail through the canals of Amsterdam. This will be in co-operation with the sponsors such as boat renting companies. It is a win-win situation for both SAIL and the sponsors, because it promotes SAIL on one hand, and on the other hand, boosts attention for sponsors and possible commercial opportunities such as selling drinks to young people on the boats. As summer is coming, young people would love to go out in the sun and to be close to the water. This is a platform to connect multi-cultural and international youth who live in Amsterdam, by bringing people from virtual towards an actual meeting opportunity. Young people will post messages and pictures about SAIL online. In this way, it promotes SAIL with a combination of virtual and reality channel.
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Success & failure factors In order to be successful, SAIL needs to use people on Facebook to build reach. SAIL needs to attract more and more audience through word of mouth of its existing audience. Furthermore, it needs to interact with the audience and motivate them to engage with the online community. After that, SAIL needs to create a co-creation with the audience by inviting them to sail in the canals and dress like sailors or SAIL representatives. In this way, an image of SAIL with the enthusiastic youth will be co-created and it will attract the attention of the public. More importantly, after the canal sailing, the participants needs to be induced to share their posts, feelings, words and messages, and pictures about the canal sailing to their friends and social contacts online and offline. The participants must feel like collaborating with SAIL to spread the word of SAIL event.
The failure factor will be SAIL just invites people to like the online community. Like is not as same as engagement. The numbers of Likes cannot speak the same for the popularity of SAIL. As a result, after the online community generates attention, SAIL needs to interact with its audience, and to build a relationship with them. For example, SAIL needs to create online discussions, ask and invite its followers to talk about it and @ their friends online, etc.
Use people to build reach Co-creationn From co-creation to collaboration 21
Facebook Mini Test
In order to see if young people were interested in joining SAIL community and the canal sailing, a Facebook community has been built on and used to test people’s reactions. I have introduced this idea to 10 friends of mine on Facebook and invited them to join this community, as well as to spread this idea to their friends on Facebook. In the end, I have received 23 Likes within a month. The last post that I put online has reached 38 people.
As a result, considering several disadvantages of the Facebook test that could affect the reachability of the concept, it is still likely to be successful. It is important that SAIL needs to reach as many young multi-cultual people in Amsterdam as possible, to build on relationship with them, to engage with them and to induce them to interact with SAIL community. Also, the canal sailing will help SAIL to build the image and popularity. Therefore, it is important that SAIL needs to trigger its audience to co-create and collaborate with SAIL to spread the message of SAIL Amsterdam through the canal sailing.
Although 23-Likes is not a large number, it still shows that this concept is a potential idea and it could attract people’s attention. Also, I have only chosen 10 friends that might be interested in this idea and spread the message to them. The decision of my choice could affect the reachability of the concept, as well as the small scale of people that I have reac hed. Furthermore, the social networ k of mine on Facebook could affect the ability to reach out the majority of young people in Amsterdam.
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Reference: CINIC. (2013). Basic data. Retrieved from CINIC: www.cinic.net.cn/hlwfzyj/jcsj/ Facebook. (2000). Sensation. Retrieved from Facebook: https://www.facebook.com/sensation?fref=ts Instagram. (2010). Sensation. Retrieved from Instagram: https://instagram.com/sensation/ Party Flock. (2010). Sensation. Retrieved from Party Flock: http://partyflock.nl/party/278441:Sensa tion Sensation. (2000). Sensation. Retrieved from Sensation: http://www.sensation.com/ Smeyne, R. (2014). A “SENSATION” OF A PARTY IN AMSTERDAM. Retrieved from Paper: http://www. papermag.com/view/gallery/4ffb20c8beea73196f00001f#5 Twitter. (2009). Sensation. Retrieved from Twitter: https://twitter.com/sensation Youtube. (2008). Sensation. Retrieved from Youtube: https://www.youtube.com/user/sensationvideo Belleghem, S. v. (2011). Power to the people. Retrieved from Slideshare: http://www.slideshare.net/ste venvanbelleghem/power-to-the-people-10441670 SAIL Amsterdam. (2000). SAIL Amsterdam. Retrieved from SAIL Amsterdam: https://www.sail.nl/2015 SAIL Amsterdam. (2000). SAIL Amsterdam. Retrieved from Facebook: https://www.facebook.com/ sail2015?fref=ts Thiruchelvam, S. (2014). The Future of Chinese Arts and Creative Industries. Retrieved from Forbes: http://www.forbes.com/sites/sthiruchelvam/2014/11/24/the-future-of-chinese-arts-and-creative-in dustries/ WhatIs. (2014). Millennials (Millennial generation). Retrieved from WhatIs: http://whatis.techtarget. com/definition/millennials-millennial-generation
Mid pleasures and palaces though we may roam, Be it ever so humble, there’s no place like home; A charm from the skies seems to hallow us there, Which seek thro’ the world, is ne’er met elsewhere. Home! Home! Sweet, sweet home! There’s no place like home There’s no place like home!
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