Program Itinerary 2013

Opening reception YAIC2013

UPDATED: YAIC 2013 Programme Overview FINAL 2 84KB (PDF)

UPDATED: YAIC2013-Programme Details Final 2 434KB (PDF)







Performing: DJ Flugvél & Geimskip, Ásdis Sif Gunnarsdóttir, Eiríkur Örn Norðdahl, Örvarpið, Úlfur Eldjárn.


Ragnheiður Elín Árnardóttir, Minister of Industry and Commerce opens the conference.











Kristjana Rós Guðjohnsen – You Are In Control producer (ICE)





Peter Economides – Felix BNI (GRE)

BRAND ME!: rebranding a city, a country, or yourself…

When re-branding a company, it isn’t enough to change the logo or the advertising – you also have to change the attitudes and behavior of the staff. These are thoughts of international brand strategist Peter Economides, who has over recent years turned his attention to perceptions of his birthplace, Greece – a subject that will provide the focus of this morning’s keynote. A former Executive VP and Worldwide Director at McCann Erickson Worldwide, Peter’s approach utilises open-source branding processes, and focuses on strategic responses to shifting culture, consumer habits and behavior. “You have to find yourself before you talk to the world,” says Peter. “You can’t do anything unless you connect back with yourself.”



Teemu Suviala – Kokoro & Moi (FIN)

OPENNESS: citizen design

‘Openness’ in design practice has become an increasingly important concept over the past decade – with citizens and users encouraged to participate in decision-making and help dictate the outcome of an end product. It is an area where Teemu Suviala, an award-winning designer and co-founder of Helsinki/US-based agency Kokoro & Moi has considerable experience – working on ‘open’ projects like the World Design Capital Helsinki 2012 project and the regeneration of Brooklyn’s Dumbo Arts Center. Teemu will share his experiences of ‘openness’ and the benefits of incorporating outside contributions into the design process.






RESTAURANT DAY: reclaiming space

Timo Santala, Co-founder & Chairman, Restaurant Day (FIN)

Restaurant Day is an international food carnival that encourages citizens to open 24hr pop-up restaurants, cafés and bars. Developed in Helsinki, this simple idea was pushed forward until it became a genuine phenomenon, with a Restaurant Day movement spreading across Finland, Europe and beyond. In two years the phenomenon has grown to become the world’s biggest food event – taking over streets, parks, public spaces and homes, while connecting hundreds of thousands of enthusiastic one-day restaurateurs and customers in over 50 countries.



Peter Economides (GREECE), Teemu Suviala (FIN), Timo Santala (FIN)

Moderator: Guðjón Már Guðjónsson, CEO, OZ (ICE)

OPEN SOURCE: wisdom of crowds?

In networked societies, the possibilities to engage with a mass of citizens – or even entire populations – is being witnessed in politics, activism, commerce and creativity. In an open discussion we ask this morning’s panelists how the ‘wisdom’ (and possibly ‘madness) of crowds has impacted upon their projects and the future implications of increased transparency and knowledge sharing.





Kristín María Sigþórsdóttir (ICE)

Kristín is a designer who specialises in spatial experience and event design, often combining site-specific design and pop-up food experiences. She has produced a variety of events, including an exhibition for DesignMarch (Iceland’s most important design festival) and pop-up’s for Restaurant Day Reykjavík. Before we convene for lunch, she will talk us through the accompanying “Virtual Bonfire”.






Oliver Luckett – co-founder and CEO theAudience (USA)

WILD EFFICIENCY: the world of ideas

Social media offers a vastly more powerful and organic means of communication than previous ‘top-down’ mediums such as TV, radio or even the written word. So says Oliver Luckett, co-founder of theAudience, a US-based agency that broadcasts direct to billions of consumers on behalf of more than 700 celebrity and big brand clients. Oliver has worked with a range of international clients, and even the Bright Future Party in Iceland. He will share his 7 rules of how to flourish in a system where you make the media rather than the media making you.



Ingi Rafn Sigurdsson – Karolina Fund, CEO (ICE)

KAROLINA FUND: new funding models

Over recent years a number of crowdfunding platforms have emerged, allowing artists to connect directly with their audiences and support projects. Founded in June 2012, Reykjavik-based Karolina Fund has already supported a range of enterprises – from music videos and vegan hot dogs, to kids magazines and a bid for Iceland’s only circus to buy its first tent.  CEO Ingi Rafn Sigurdsson will reveal his aspirations for the service and explain why nurturing a sense of community is as important as asking for money.


15:00 – 15:15





Oliver Luckett, Ingi Rafn Sigurdsson, Seth Jackson

Moderator: Remi Harris (UK)

We are all empowered with the digital tools to make, distribute and market our creative content. The problem? So is everybody else. Over 100 hours of YouTube footage is uploaded every minute, 500m Tweets are sent every day, and more than 4.75 billion items are shared over Facebook on a daily basis. The competition for our attention is insane. Meanwhile, the length of a day remains stubbornly fixed at 24 hours.

Drawing on their considerable experience, our expert panel will discuss these challenges – as well as offering practical advice on how creatives can cut through social media’s white noise to make meaningful and lasting connections with their audience.



11.00 – 12:30

WORKSHOP @ Bío Paradís

BUSINESS PLANNING FOR CREATIVES: It’s about ideas and values as much as numbers

Julia Payne, The Hub (UK)

‘Business planning’…What do those two words mean to you? Chances are you’ll immediately think of budgets, plans, outputs, targets. Not very exciting! This session, led by Julia Payne from the leading UK training organisation the hub, aims to take the fear out of business planning, and to help you understand how business plans are as much about ideas, passion and values as they are about numbers and performance indicators. Through a combination of interactive exercises and group discussion, you’ll come away with a renewed sense of what you’re trying to achieve and what your core values and priorities are, and how to use this as a starting point to put together a plan that works for you and not just your bank manager or funders.

15:15 – 16:15

WORKSHOP @ Bío Paradís


Kristen Harrison, The Curved House (Germany)

After working at Penguin Press for 7 years – both in production and editorial – Kristen Harrison founded The Curved House in 2011. Based in Berlin, The Curved House is a creative agency working primarily for publishers and publishing-related businesses.


Its work covers a wide range of digital and non-digital projects for the likes of Waterstones, Random House, Riot Communications and Booktrust – from crafting beautiful bespoke limited edition hardbacks, to making and managing websites and online campaigns.


Kristen also hosts regular digital surgeries with the UK’s Society Of Authors – helping writers maximise the impact of their work online – while her latest collaboration is called Visual Verse: an online anthology of art and words where writers are invited to respond to selected images with a piece of short fiction, non-fiction or poetry (between 50-500 words) within one hour. It is supported by a group of high profile patrons including former poet laureate Andrew Motion and artist Mark Garry.

For You Are In Control, Kristen will be offering her web surgeries for Icelandic authors, but she is also keen to engage with individuals with design and visual arts backgrounds.

Some examples of her work include:

A limited edition of Haruki Murakami’s 1Q84

An author’s website for Simon & Schuster’s Rachel Hoare


Video campaign for Waterstones Children’s Book Prize


A campaign for ‘Sober October’ – asking people to give up drinking for the whole of October, and spend the money they saved in independent book shops


Society of Authors web surgeries

17:00 – 19:00

WORKSHOP @ Iceland Design Center


Timo Santala, Chairman, Restaurant Day (Finland)

An early evening Restaurant Day Workshop with Timo Santala, who will explain how to create your own Restaurant Day event.


17:00 – 19:00



Hosted by IMX and STEF, Moderator: Daddi Guðbergsson,E4. Participants: Joel Thomas Jordan, CEO SynchTank (US), Sigtryggur Baldursson (IMX) Directors of STEF and others.

Synchronization is fast becoming a primary source of income for composers, performers and labels. To fully take advantages of these new opportunities the primitive Icelandic entertainment industry and the somewhat weak support infrastructure needs to define and execute a strategy for the business of Icelandic music synchronization. The workshop helps further the understanding of how to enable the participation of Icelandic artists in an established business still foreign to most.




Meet & Eat @ KEX

Gathering at Kex Hostel, to hang out with our delegates and speakers, and converse in a more relaxed environment. *open dinner not included in conference price.







Shane Richmond: Journalist & Digital Media Consultant (UK)

WEARABLE TECH: are we being turned into computers?

Formerly Technology Editor at the UK’s Daily Telegraph, Shane is now a writer, lecturer and consultant with a key interest in consumer technology, digital media, books and music. Last month, his new eBook (“Computerised You”) was published as a Kindle Single – investigating the revolutionary developments in ‘wearable technology’ and how, ultimately, “the difference between people and machines will soon be hard to tell”. With some analysts predicting that this market will be worth $30bn by 2018, Shane’s talk will touch on these changes and the likely impact of wearable tech on creators and creative businesses.




Kristen Harrison: Founder, The Curved House (UK)

VISUAL VERSE: author empowerment and making books work online

Described by The Bookseller as “the ultimate hybrid company”, The Curved House is a creative agency that bridges the gap between traditional publishing and digital media – designing and producing books and limited editions for the likes of Random House and Waterstones, building websites, developing marketing ideas and running web and social media training sessions designed specifically to empower authors.  Founder Kristen Harrison will highlight some of publishing’s most exciting developments as well as a new project of her own: Visual Verse – an online anthology of art and words that counts among its patrons the former Poet Laureate Andrew Motion and the artist Mark Garry.




Ragnhildur Jóhannsdóttir: Visual Artist (ICE)

ENDEMI MAGAZINE: popularising contemporary art

Ragnhildur is a visual artist and poet who lives and works in Reykjavík. Since graduating from the Icelandic Art Academy in 2010, her work has been exhibited worldwide, while she is also one of the founding members and editors of Endemi – a magazine that acts as a “two dimensional gallery” for contemporary Icelandic art. Each issue of Endemi allows 12-17 Icelandic artists to take over the magazine and publish new artwork, with a goal of making Icelandic contemporary art and artists more approachable to the general public.



Halldóra Rut Baldursdóttir & Harpa Fönn Sigurjónsdóttir (ICE)

ÖRVARPIÐ: a new online platform for video artists

Game-changing services like YouTube and Netflix have altered forever how audiences use and consume video – the former now has more than 1m creators earning money from its Partner Programme, while the latter has led the way in terms of content creation, investing millions of dollars in shows like House Of Cards & Hemlock Grove. Both offer considerable opportunities outside of the traditional broadcasting constraints. Örvarpið is smaller scale to such digital behemoths, but it too hopes to make a significant impact. Launched in September 2013 and supported by RUV, the Icelandic National Broadcasting TV Station, the online platform encourages artists and filmmakers to make and submit short videos under 5 min in length.  Each month, one of these films will be selected by committee and hosted on the website, before being screened at a special showcase festival of Örvarpið, to take place in early 2014 at Bíó Paradís. In a short talk before lunch, Halldóra and Harpa will explain the importance of Örvarpið to the upcoming generation of Icelandic directors.



Úlfur Eldjárn: composer and producer (ICE)

INTERACTIVE COMPOSING: back to the future

As a composer, multi-instrumentalist and producer, Úlfur’s work is wide-ranging and includes writing for film, TV, theatre and commercials, as well as solo projects and membership of the acclaimed Icelandic band Apparat Organ Quartet. His solo album, Field Recordings: Music from the Ether (2010), combined mechanical instruments from the Middles Ages with 21st Century robotics and artificial intelligence; while, via, he is currently developing an online interactive version of his ‘infinite’ String Quartet no. ∞ – enabling listeners to manipulate the musical outcome and create their own individual versions.







Anna Hildur Hildibrandsdóttir – Programme Director, NOMEX (Nordic Music Export) & Dagfinn Bach – President, BACH Technology AS (ICE/NOR)

THE NORDIC PLAYLIST: exporting culture

A familiar face to those attending previous YAIC’s, Anna is currently programme director of NOMEX (Nordic Music Export) – an initiative that aims to strengthen the pan-Nordic music market, as well as establishing a Nordic brand internationally. One manifestation of these goals is The Nordic Playlist – a soon-to-be-launched digital platform to promote the best new music from Denmark, Finland, Iceland, Norway and Sweden. The service will partner with streaming platforms such as Spotify, WIMP and Deezer, as well as BACH Technology’s MusicDNA that will allow monitoring of real time data from thousands of sources. Anna and Dagfinn will explain the importance of this project, and how the playlist model could be adopted by other creative sectors.



Robert Forster, Musician and Music Writer (Australia), Ragnhildur Jóhannsdóttir, co-founder and editor, Endemi art magazine (Iceland), Paul Bridgewater, Editor / Sessions Producer, The Line of Best Fit (UK)

Moderator: Shane Richmond, Technology Writer and Digital Media Consultant (UK)

UNDER REVIEW: do critics matter in a 140-character world

Traditionally, “professional” criticism has played a vital role for both artists and creative businesses. Journalists have been essential curators to the wider media and general public. However, this model is being eroded by social media and digital distribution: now everyone has an opinion and the means to broadcast it, while publishing businesses to seek viable revenue models.


This is a seismic change in how culture is consumed and understood, but what are the consequences for creatives and writers? Is the art of criticism under threat? And, if it is, what will replace it?




The Lunch Beat Manifesto:


1st rule: If it’s your first lunch at Lunch Beat, you have to dance.


2nd rule: If it’s your second, third or fourth time lunch at Lunch Beat, you have to dance.


3rd rule: If you are getting too tired to actually dance at Lunch Beat, please have your lunch at some other place.


4th rule: You don’t talk about your job at Lunch Beat.


5th rule: At Lunch Beat everyone present is your dance partner.


6th rule: Any Lunch Beat are to be no longer than 60 minutes long and set during ”lunch time”.


7th rule: Lunch Beat always serve their guest with a 1 Dj-set and 1 take away meal.


8th rule: Water is always served during a Lunch Beat for free.


9th rule: Lunch Beat is a preferably drug free environment.


10th rule: Lunch Beat can be set up anywhere by anyone as long as they are announced as public events, are nonprofit arrangements and are directed by this manifesto.



Ruth Leary: Senior Teaching Fellow and Director of MA in Creative and Media Enterprises, University of Warwick (UK)

TECHNOLOGISTS MEET GALLERISTS: embedding digital practices within arts organisations

After holding managerial positions across a variety of creative businesses, Ruth moved into academia and is currently Director of the MA in Creative and Media Enterprises at the University of Warwick. A pioneer of Open-space Learning, Ruth recently completed a NESTA and Arts Council England study on Digital R&D in the Arts as part of the Happenstance Project and is currently working on the Mediasmith Project – an action research project exploring transmedia documentary and digital storytelling as a mode of research enquiry. Her talk will draw on both projects, and how arts organisations can be transformed if they become ‘digital by default’.




Frosti Gnarr: Editor-in-chief, Grotta Zine (ICE)

GROTTA ZINE: The past, present and future of an Icelandic art platform

Together with his business director Giuseppe Russo, Frosti combines the running of his creative design company Frosti Gnarr Studio with being Editor-in-Chief of Grotta Zine. This magazine and web platform about Icelandic visual arts has gained enormous popularity and currently has more than 100,000 online subscribers. Alongside this work, Frosti has been teaching in Breiðholt College and the Iceland Academy of the Arts for the past two years. He is a graduate of the Iceland Academy of The Arts (Graphic Design, 2009) and Hogeschool Voor De Kunsten (Masters In Editorial Design, 2011) and plays drums with the band Captain Fufanu.



VIDEO ART: performance online

Ásdís Sif Gunnarsdóttir: Visual Artist (ICE)

Ásdís is known for her video art which typically features installations in unconventional settings – often treating videos as songs and combining visuals with poetry – although her work can vary from large screen performances to spoken word and photography. Ásdís has recently conceived of a new work called The Blue Mountain for ephemeropteræ at Vienna’s Thyssen-Bornemisza Art Contemporary where she transports herself to Los Angeles, only to fall silent “lost in a space with no beginning and no end”. My art practice on the internet since 2005. Her talk will cover a range of topics – from the future of video art through to solutions on how to engage the public.




Rafael Rozendaal: visual artist (USA)

Born in 1980, Dutch-Brazilian Rafaël Rozendaal lives and works in New York. He is a visual artist who uses the internet as his canvas. His artistic practice consists of websites, installations, drawings, writings and lectures and attracts an online audience of over 40 million visits per year. His work researches the screen as a pictorial space, reverse engineering reality into condensed bits, in a space somewhere between animated cartoons and paintings. His installations involve moving light and reflections, taking online works and transforming them into spatial experiences. Rafaël also created BYOB (Bring Your Own Beamer), an open source DIY curatorial format that is rapidly spreading across the world.


15:20 – 15:35






PANELISTS: Ruth Leary (UK), Frosti Gnarr (IS), Rafaël Rozendaal (USA), Ásdís Sif Gunnardsdóttir (IS)

MODERATOR: Þóroddur Bjarnason

The World Wide Web is an infinite canvas, and it’s impact on how art is originated, constructed, defined, distributed and experienced should not be overestimated. Over the past decade, the art world has undergone similar kinds of disruption to all other creative sectors. But what is emerging from this chaos?


Our expert panel will discuss the changes wrought by digitization and how technology continues to impact their work, as well as a range of other issues – from the growing importance of online galleries and magazines, to the exciting possibilities of collaboration and technical experimentation.



9:30 – 10:15

WORKSHOP @ Bio Paradis

PERFECT PRODUCTION CHAOS: Practical Advice On Creating Video For Online Audiences

Felicia Wiliams, Executive Producer, TechCrunch TV (USA)

Art can be perfection. But when you have a thousand dollars or less for your budget, you don’t always have the luxury of being perfect. Preproduction is done in days, not months. You learn to borrow equipment, accepting that timing sometimes trumps releasing masterpiece. In this presentation, Felicia will give advice on how to adapt and get the most out of producing quality content for digital distribution.

11:05 – 12:30

WORKSHOP @ Bio Paradis

THE ART OF PERSUASION: How to pitch your projects to potential sponsors and other investors

Julia Payne, The Hub (UK)

Need sponsorship or other support to make your projects happen, but don’t know how to ‘pitch’ successfully? Then this session is for you! Led by Julia Payne, director of the hub, a leading music development organisation in the UK that’s helped hundreds of creatives and small businesses improve their fundraising skills, it will show you how to identify the right potential funding partners, put together winning proposals and pitch with confidence. A mixture of presentations and interactive activities, you’ll get inside what sponsors and other investors need to know and the kinds of proposals that are most likely to succeed, and get the chance to practice your own pitching skills. Come prepared to seal a deal!

13:30 -15:00

WORKSHOP @ Bio Paradis

ART & MONEY – SUCCESS STORIES: Should you apply for grants for your project, seek to find investors or just go for it?

Hosted by Ingi Rafn Sigurðsson, CEO and Founder Icelandic Crowd-funding platform Karolina Fund, with contributions from Jóhann Ágúst Jóhannsson, Kraum Music Fund (Iceland), Sara Marti (Iceland) and Ívar Kristjánsson, CCP Games (Iceland), Eldar Ástþórsson, Ylir Music Fund (Iceland).

Speak to any gathering of storytellers, and most will spin a familiar short tale. About how the combination of art and money turned an idea into a success. About the challenge to find funding. About the process of turning it into art. And the battle to turn art into money.

These storytellers include Jóhann Ágúst Jóhannsson, managing director at Kraum Music Fund, who will tell us about how small grants helped bands like Of Monsters and Men to go on their first tour. Sara Marti will tell us about how combining the musical puppet show Breaking News with live music by Sóley became a reality. Ívar Kristjánsson from CCP Games will tell us about the first years of CCP and how their art got investors interested and how that investment was turned into Eve Online, whilst Eldar Ástþórsson chairman at Ylir Music Fund and Kraumur Music Fund will share his experience in funding creative projects.

At this You Are In Control workshop, participants are encouraged to pitch their ideas and get feedback from the storytellers.

15:35 – 16:35

WORKSHOP @ Bio Paradis


Seth Jackson, Strange Thoughts (UK)

Seth is a digital marketing expert with extensive experience in music.

As founder of Indie Mobile and MD of [PIAS] Media, he has a decade-long track record of working with globally-known music acts and creating boundary-pushing digital marketing campaigns that align them with brands and other non-music partners.

He remains hugely passionate about the potential for artists to use easily-available digital tools to reach their audience and to present their work in new and exciting ways – and in his workshop he is especially keen to meet musicians, artists, creatives, brands and digital marketeers.

Some examples of his work include:

Augmented reality iPhone app for Gorillaz and O2:


Interactive voice campaign for EMI and Katy Perry:


Personalised video campaign for Reebok Classics:


In early 2013, Seth launched a new agency called Strange Thoughts, where his innovative approach continues, eg:

Beer, dance music and particle physics – at London’s Field Day Festival


Sending a pocket spaceship to the moon:

17.00 – 19.00



Originated by Rafaël Rozendaal, BYOB is a series of one-night-exhibitions curated by different people around the world. The idea is simple: find a place, invite many artists, ask them to bring their projectors. Taking place at the Living Art Museum, YAIC2013 is delighted to present BYOB REYKJAVIK – curated by Curver Thoroddsen and Ragnheiður Gestsdóttir with the Living Art Museum.