M.A.D. Festival

Time: 9.27-10.5

Location: CCD Pavilion

Music And Design (M.A.D.) is a conference/event initiated by FakeMusicMedia and Kaiguan Culture as part of the 2012 Beijing Design Week. It intends to bring together local and international creatives from the music and design world who create the visuals of bands, stages, albums, labels, events, and everything else that gives music a look (re-)defining the aesthetics of generations. They will discuss how the symbiotic relationship between fashion-, sound-, prints, stage design and music creates tangible or intangible value.

M.A.D. by Day

Takes place on the CCD Pavilion specifically designed for the Design Week in the middle of Caochangdi, Beijing’s unique creative hub. It features a one day panel where local and international Creatives will explore topics where music and design intertwine: we will approach questions such as the status of Creatives in China and abroad, DIY and “Underground” approaches of creation and marketing, interconnections of style and music within social tribes etc…  It will also include an exhibition held in CCD area that reflects on the colorful look of local independent music.

M.A.D BY Day PROGRAM

Participants: Chinese & international labels, brands, artists, designers, musicians, music & design professionals etc.

Location: CCD PAVILION @ White Space Yard

Dates: October1st

PANEL 1

Session 1:1:00-1:45

"self-made-artists" // "artists and image"

This panel will approach a new generation of artists whose work cross different genres and mediums allow them to pursue a totality of vision through print design, sound design, and multi-media platforms. We will see how these artists are the master’s of their own image and the creators of their own marketing models. While some of them chose the freedom of DIY as a response to the canned and repetitive world of pop packaging, others both for themselves and corporations, develop, inspire, or create completely new approaches to branding.

Session 2: 1:00-1:45 “Festival Packaging”

As the number of festivals grow throughout the world, festivals now have to compete for audience attention and build brand identity.  Content, environment, organization, stage design, and building a lasting visual identity has slowly become as important as the artist billing.  As performance fees grow and audiences become ever more demanding, organizers have to play with economics and aesthetics, partner with corporate sponsors for viability while remaining authentic and true to their artistic statements. How do festivals survive and thrive in this new environment beyond music?

PANEL 2

Session 1: 3:15-4:00

“The look of Music” Music, design, style and tribes

Musicians and Fashion have long had a symbiotic relationship.  The connections between music and fashion industry are numerous, adventurous, glamorous and have the power to influence the future trends of popular consumption. M.A.D will invite a selection of musicians and designers but also alternative fashion figures to discuss how fashion contributes to building personal identity and social trends as well as to how music and fashion together help define a new generation of  “tribes" within China’s emerging youth culture.

Session 2: 4.15-5.00

From Made In China to Created in China, the eternal question applied to music and design

In this panel, we explore China’s drive to evolve from imitation to innovation, to make the vast leap from simply being  “Made in China” to “Created in China”.  We will explore how young creators in the music and design field are developing in this new direction. Does the new gov’t policies spur innovation and really benefit contemporary innovators? Are young artists now creating music and design that is compelling enough for the rest of the world to take notice?

M.A.D. by Night

The afterhours social and entertainment hub of Design Week, bringing together international and local artists with Design Week participants and the general public in a series of After Parties and Club Events starting from September 29th to October 5th.  Spread throughout Beijing’s top music venues, M.A.D. by night will play host to artists from 11 countries including the hottest up-and-coming artists as Wolfram (Austria), KDMS (Poland), Mickey (Belgium), Nova Heart (China), etc.

M.A.D BY NIGHT PROGRAM

09/27/2012 M.A.D. presents ANTIDOTE 7 YEARS ANNIVERSARY w CRASH & COMPUTE

(Emil de Waal + Spejderrobot - dk) + CALIPH 8 (ph) @ Yugong Yishan/50RMB

09/29/2012 M.A.D. goes In-Design: TIM & PUMA (ch) + REYKJAVICTIM (ca) @ 2Kolegas/50 RMB/9:30 pm

09/30/2012 M.A.D. goes DANCE DANGERERUX XIV w WOLFRAM (at) + METRO TOKYO (ger) + BOFLEX (us) @ Migas/ 40RMB/10 pm

10/01/2012 M.A.D. + NEON present: KLUBLABOR w MICKEY (be) @ Haze

10/02/2012 M.A.D. + FakeLoveMusic present: NOVA HEART(cn) + the KDMS (pl) + PEI (cn) @

Yugong Yishan

10/05/2012 M.A.D. + Antidote present LADY CITIZEN @ Dada Bar

Partner:

Beijing Design Week 2012, Caochangdi Community, French Embassy, Polish Embassy, Austrian Embassy, EU Intercultural Dialogue, EUNIC, Modern Sky, Maybe Mars, Antidote, MetroWaves, DMY Berlin, Migas, Haze, 2Kolegas, Dada Bar, Hotel G

Contacts:

Coordinator for MAD by Day(Panel & Exhibition) Leo de Boisgisson/leo@kaiguan-culture.com

Coordinator for MAD by Night(MAD Festival) Philipp Grefer/Philipp.grefer@fakemusicmedia.com