We establish the place for media-art and creativity development, using the unique space called ‘The Big Wine Storehouse’ at the ‘Winzavod’ art-complex With the support of scientific, social and cultural organizations we unite youth making it possible for them to implement their projects and develop new ones We form the interactive environment combining academic art, pop culture and experimental tech

1. abracadabra
aBrAcAdAbRa
Electronic music and media-art festival
© 2009 НП «Абракадабра»

2. subject
Music — a universal, pre-lingual means of communication,
which possesses a magical ability to unite people

3. research instrument and form
Technology — a contemporary reality-modeling apparatus
Media-art— an experiment devoted to science and art synthesis

4. Mission and Purpose
Development of music and media-culture in Russia
Integration of Russian audio-visual culture into a worldwide context
Exchange of experience, ideas and tech know-how
Research into new ways of using tech in art
Creation of a platform for new music and media-art talents

5. A brief history of the festival
2004 2007

6. abracadabra 2004
• 1 day
• 20 musicians and media-artists
[from 5 Russian cities and 5 countries]
• > 2000 attendees
• Guerilla marketing only [stickers]
• First time there was the art exhibition called «Synesthesia»

7. abracadabra 2007
• 3 days
• 4 stages
• 114 musicians and media-artists
[7 Russian cities and 10 countries]
• > 5000 attendees

9. Info partners

10. abracadabra 2009

11. the concept
evolution
new capabilities

12. social mission
• Following the state tendencies, we support able art and tech youth
• Consolidating the community of active creators in the field of music, tech and media-
art, we provide the opportunity for the promising developments to be implemented
• We make creation and education trendy
2009 - the year of the Youth and
even opportunities

13. description
•We establish the place for media-art and creativity development, using the
unique space called ‘The Big Wine Storehouse’ at the ‘Winzavod’ art-complex
• With the support of scientific, social and cultural organizations we
unite youth making it
possible for them to implement their projects and develop new ones
•We form the interactive environment combining academic art, pop culture and
experimental tech

14. the space
green link is active
• ‘The Big Wine Storehouse’ at the ‘Winzavod’ art-complex
• unique space with six galleries and one big room and it’s suitable for exhibiting
several media projects simultaneously
2 500 m2

15. festival schedule
april 2009 - june 2009

16. festival description
• Young musicians and media-artists work together in creative groups to implement
their common projects
• Each group works in the Big Wine Storehouse for the duration of one to three weeks,
making the space ‘media-activated’
• After the preparation process the group throws a party to present the achievements
• Some really experienced artists work with groups as counsellors
• Three stages of multimedia activations leads to the full-scale international festival with
all the young media-artists and the headliners as even participators of the fest.
• In September - the most active month for our target audience - we launch a concert
of the worldwide electronic music scene guru

17. festival schedule
september
april may june
creative laboratories [AbraLive] festival
concert
[AbraFest]
1 session 2 session 3 session [AbraShow]
1 day 2 day
1 day
2
scenes

18. creative laboratories [AbraLive]
7 000 expected visitors
•Creative groups work with the global concept in mind:
New capabilities’
• ‘Evolution.
• Themes of the sessions are unified with the ideas of scientific, spiritual and
creative development of society and human being
• Possible key-messages:
• human - space; water - information; the Earth - organism; action - reaction;
personality - process; thought - wave

19. curators of the festival
green links are active
• Musical program curators
• Andrey Smirnov [the founder and the director of Termen-center Moscow
Conservatoire affiliated]
• Keith Fullerton Whitman [american composer and tutor at Berkley University]
• Sergey Kasich [Love Live Electronic / D.I.Y. форум]
• Visual program curators
• Vadim Epstein [russian video-artist]
• Piter Tolly and Graham Daniels [Addictive TV]

20. AbraLive for kids
•While the creative groups are assembling their projects we launch series of
master-classes for kids
•The purpose of these classes is to acquaint youth with the tools and
techniques of the new and contemporary media-art creation process
•We work with the already-formed art and technical hobby groups, but the
classes are open for everybody’s attendance
•The classes are colloquium in their nature

21. international festival [AbraFest]
5 000 expected visitors green links are active
• The festival is two days long and it consists of academic concert, interactive
installations exhibition made during [AbraLive] and headliners’ show
• Main feature of the second day is the headliners’ show which takes place at the
adjoining Winzavod space called the Big Hangar
2 day - dance/exhibition
1 day - concert/exhibition
2
scenes
• Steim (Holland)_/experimental • Autecrhe (UK) /idm
• Doravideo (JP) /audiovisual /drums • Burial (UK) /dubstep
• Little Boots (UK) /mixed-media /experimental • Love Live Electronic (RU) /D.I.Y. /experimental audio
• проекты AbraLive • Simian Mobile Disco (USA) /electro /psychedelic
• Вячеслав Колейчук (RU) /свето-кинетические • Ito Atsuhiro (JP) /audiovisual /optotron
скульптуры
• Bogdan Raczynski (UK) /techno /jungle
• проект Reactable (SP)

22. concert [AbraShow]
3 000 expected visitors
• In September - the most active month for our target audience - we
launch a concert of the worldwide electronic music scene guru
APHEX TWIN
• The show attracts people aged from 19 to 40 - creative, technical as
well as artistic, club attenders, young professionals, media persons

23. Partnership
together we can do more

24. the unique ability
• Contemporary avant-garde and intellectual hi-tech culture
becoming mainstream quite fast
• Now - when this culture is still changing- is the precious
time for a decent brand to be integrated into it

25. the concept of partnership
• We are interested in partnership with an IT/Telecom or other contemporary
and developing brand
• We want to put the most advanced creative ideas into action while brand
is adequately integrated into the festival context
• The uniqueness of the festival positioning [which is the Most Advanced
Music and New Media Fest] and the space it will be implemented at gives
us ability to put brand in the media-universe of the festival and into the
minds of the attenders and participators

26. partnership reasons
• Supporting the project reveals social concern of the brand in-line with GR support
• Participation in this interactive creation experiment stresses interest in development newest
culture and info-tech
• Creative Labs [AbraLive] grants long-term positioning within participating creators as well as
attendees of the most trendy art place in Moscow
• Brand values are integrated in creative teams’ tasks for developing installations
• Life-placement provides deeper and more cost-effective contact
• The [AbraShow] in September will activate media once again, creating second wave PR coverage
• Collaboration with Winzavod and ability to use their own marketing coverage raises effectiveness
of the message spreading

27. qualities acquired
• Being linked with the festival, brand gains and develops further such qualities as:
innovative, progressive, intellectual
artistic, bright, significant

28. marketing know-how
web promo:
interactive provocation:
the content is promoted on 30 video-hostings,
ambient we encode the exclusive headliners’ content and
top content is pushed via LiveJournal
the [AbraLive] participators’ media-insights into the
media viral
QR Code and place them into the city environment
[as ambient media]
mobile promo:
placing the content in issues [‘free content’ area]
mobile operator co-promo [mobile services/
on-line/off-line: direct marketing
articles, highlighting events in friendly on-line and
lifestyle off-line issues (afisha.ru, openspace.ru,
geometria.ru, mixtura.org, 9linesmag.net,
PR blogging - LiveJournal, LiveInternet:
44100.com)
information is distributed as in the existing apt
SMO communities so via influential opinion leaders
info partnership: social networks - vkontakte, myspace, lookatme:
radio/TV cross-promo with radio and TV channels information distributed via creating groups
(Культура, A-One, 2x2, Megapolis.FM) and activation of the existing fans

29. new media tool
• As the code is shot - the mobile media formatted media [3gp/mp3/
jpg] is downloaded.
• these media-pieces are specially created by headliners and participators as
well as massively reproduced and re-done by media-junkies
• This code is activated via java-soft, available for more than 300 cell-
phones’ models
• This code could be executed on almost any surface and almost any
size, providing us finest ambient/guerilla content!
data matrix code
a.k.a.
QRcode

30. integration abilities
• Several context fields are open for a brand to team up with aBrAcAdAbRa
• some of them are listed and we are eager to develop more after acquaintance with your brand positioning
hi-style pre party
media education for kids
interactive appliance
art adoptation
the ‘usual’ opportunities

31. media education for kids
• Software acquaintance
• video editing / sound editing / music making
• iMovie
• GarageBand
• Ableton Live
• Animation classes
• WACOM training and tutorials
• VJ-ing classes
• VDMX / modul 8

32. Partnership solution
count in Euro

33. partner of the festival
Abracadabra
title partner
200,000
partner
50,000
official partner
100,000

34. partner of the festival event
[AbraLive]
[AbraFest]
титульный партнёр
[AbraShow] 50,000
партнёр
15,000
официальный партнёр
30,000

35. special offer
Abracadabra [++]
[powered by]
[++]
• Supporting festival with [multi]media hardware, materials or tech support
•you gain honorable status aBrAcAdAbRa [powered by]

36. We are proud to invite you to become the partner
of aBrAcAdAbRa festival
april 2009 - september 2009
Larissa Melikiants Serge Schukin
director marketing and communications
larissa@abracadabra.ru flashbackflip@abracadabra.ru
© 2009 НП «Абракадабра»

37. bonus tracks
http://www.youtube.com/user/abracadabrafestival
• NEW MUSIC STUDIO ft. VJ ZDEN
meet me
there
• VENETIAN SNARES ft. VJ EPS
click the links
• AMOEBA AV
• S. PERES ft. VJ ANTISHANTI watch in HD!
• aBrAcAbAbRa 2004
• aBrAcAdAbRa 2007