Monday, October 10th 20.00 – 22.00

You Are In Control Opening Night Showcase

Featuring some of the best in games, art, design, music and film in Iceland.

Location: Norðurljós at Harpa

The opening night is an event that you don’t want to miss. The evening will be full of inspirational happenings, performances and showcases where you will be introduced to some of the most cutting edge and exiting projects within the digitally-fuelled creative industries in Iceland. This is also your chance to break the ice and network with other conference guests before the conference even begins. Experience the best and get inspired with the combination of visuals, sound and taste at the You Are In Control Opening Night.

Featured projects and artists:

Zombie Boy – CCP Games/Nicola Formichetti collaboration at New York Fashion Week 2011. Eldar Astthorsson and Fiona Cirbben of CCP Games present the collaboration with the celebrated fashion director

The Weird Girls Project – An ongoing art piece created by Kitty Von Sometime

Room 408 – A brand new Icelandic web theatre destined to explore the web as a performance space

The Moogies – Phone simulator game for kids aged 2-6 and their parents by Plain Vanilla.

Couture Culture - Worn By Worship introduces new documentary series

Icelandic Cinema Online – Project that brings Icelandic documentaries, features and short films accessible online.

Video Portraits – Snorri Ásmundsson (1966) is an artist that seeks sharp responses and examines the limits of his fellow man as well as his own

Skype Performance – The artist Ásdís Sif Gunnarsdóttir, puts the relationship of art and audience to the test

Also featuring:
DJ set with Músikvatur – One of the members from Apparat Organ Quartet. He has also collaborated with múm and has released several solo singles.

Visuals: Þórður Grímsson

Tuesday, October 11th

08.15
Registration & Coffee

(First floor by Kaldalón hall)

Morning programme in Kaldalón hall, first floor:

08.45
Conference opens
Minister of Industry, Energy and Tourism, Katrín Júlíusdóttir (IS)

LIVE MUSIC with Mugison (IS)

Host of the day: Anna Hildur Hildibrandsdóttir (IS), MD of Iceland Music Export

09.00 – 09.10
Introduction of the “Towards Creative Iceland” report

Margret Sigrun Sigurdardóttir (IS), PhD. is an Assistant Professor at the Business School of the University of Iceland and also runs a research center on Creative Industries at the University of Iceland.

09.10
Presentation – Tilman Scheel (DE): “How much do changes in technology influence the selection and programming habits of cinemas, VoD services and other professional players.”
After more than a decade of discussion, cinemas are now going digital. But now that cinemas have digital installations, the question arises: “so what?”. Digital provides new chances of programming for exhibitors but few are aware of how digital can change the way films are programmed. Until a few years ago VoD had been the hope on the horizon for declining incomes in TV and/or DVD distribution. By now the film industry has recovered, yet some VoD services still work. We will discuss some of these models and why some have been successful while others haven’t.

09.45
Presentation – Ralph Simon (USA): Media Technology – What’s coming next in media, social media and cross-platform media
How can Icelandic creators and “creatives” get an understanding of what lies just beyond the tech horizon, and spark innovative ideas and properties? Information is now moving faster than at any time since the start of the Internet. Media technology governs the growth of information and understanding what’s coming next will help conference attendees brainstorm new ways to create a global impact on the web, as well as create social media networks and mobile for their sites, businesses and explore unique ways in which Icelandic creativity can make a significant international impact.

10.20 Coffee break

10.45
Presentation – Hilmar Sigurðsson (IS): “Animation goes Cross-Media” 
CAOZ is releasing Legends of Valhalla – THOR, Iceland’s first ever animated feature film in 3D in Reykjavik on October 14. In the wake of the release of the film, CAOZ is developing a full-blown cross media programme, all based on the foundations of the Nordic Mythology, documented by Icelanders close to 800 years ago. In this presentation, Hilmar Sigurdsson, the CEO of CAOZ will present how the company is turning its brand into a global cross-media property, including on-line gaming, licensing, publishing and more.

11.20
Presentation – Anita Fontaine (AUS) and Geoffrey Lillemon (USA) from Champagne Valentine: “Feel ones and zeros”
Champagne Valentine wants you to feel technology. Their core desire is to emotionally engage you with luscious and unexpected sensory experiences. At the forefront of emerging technologies, their interactive creations extend brands into meaningful new worlds. They want to be challenged and challenge the consumer. Labelled as the “Jackson Pollack” of interactive, Anita Fontaine and Geoffrey Lillemon will weave the audience through their work and process, spinning a captivating mental tapestry.

11.55
Presentation – Rasmus Wiinstedt Tscherning (DK): Silence is Gold – tacit knowledge in the Creative Industries
Tacit knowledge is a valuable component in the creative industries but is difficult to exploit and transfer. Creative clusters and creative teams facilitate value creation, as well as making tacit creative knowledge explicit. Unfortunately, explicit knowledge in the creative industries can more easily be copied and distributed in ways that does not benefit the holders of the creative rights. The creative industries are the future value creators of our societies – how do we turn silence into gold?

12.10 Lunch served on the second floor

Afternoon Programme in Norðurljós hall, second floor:

13.00 Welcome back & Live Music with Song for Wendy (IS/DK)

13.15
Presentation – Robert Levine (USA): “How Technology Companies Build Businesses on the Backs of Creators – And Why They Need to Work Together”
For more than a decade – since the introduction of Napster – we have been hearing about the conflict between large, old media companies and young, technology-savvy consumers. It’s a compelling story, with obvious heroes and villains, but it’s wrong. The real fight on the Internet is between the media companies that fund culture, and big technology businesses like Google that want to distribute it – legally or not. This has enriched technology companies and decimated the media business. But since most Internet traffic still involves copyrighted content, this trend could eventually leave technology companies without much to distribute. Entrepreneurs need to work with artists, rather than against them, so we don’t end up with a 21st-century infrastructure and a 17th-century conception of artists’ rights.

13.45
Presentation – Mathias Klang (SE): “Culture is inevitable: Ignoring techno-pessimism & copyright conservatism to focus on innovation”
Social media has matured into the techno-pessimism stage. This is the point where critics blame the “new” for the demise of the old. It’s a natural knee-jerk reaction – we are, after all, comfortable with what we know. An excellent example of this conflict is copyright – an 18th century business model being applied to 21st century technology. The recent major technological shifts have allowed a growing group of users to create, share, remix and re-share cultural expressions. As a reaction to this technological empowerment, copyright conservatives have demanded that the law be used to create artificial barriers to this new usage. These artificial barriers are today having a profound effect on the ways in which culture is being packaged, communicated, preserved and used – not always to the advantage of society and not always in line with the purpose of copyright.

14.05
Panel: Copyright – Where do we go from here?
Mathias Klang (SE), Robert Levine (USA), Njörður Sigurjónsson (IS), lecturer at Bifröst University, Guðrún Björk Bjarnadóttir (IS), General Manager of The Performing Rights Society of Iceland (STEF), Sigga Heimis (IS), Designer and Alex MacNeil (CA), CEO of Gogoyoko
Moderator: Staci Slater (USA), CEO of The Talent House

14.50 Coffee Break

15.20
Presentation – Iain Forsyth (UK) & Jane Pollard (UK): “Everything Flows”
For the past 10 years Iain & Jane have each worked in the music industry specialising in digital and creative ideas that span on and offline. However, they come from a visual arts and filmmaking background, working together and exhibiting internationally. In their presentation they will discuss their approaches to the creation and distribution of “creative content”, and the shared principles that underpin their groundbreaking work.

15.50
Open Brainstorming Session with Iain Forsyth & Jane Pollard: In this session Iain and Jane will have an open 10 minute idea development session with three different companies/projects that have been chosen through an application procedure. The session will reveal their working methods and how they go about creating their ideas.

16.30 Conference closes: María Rut Reynisdóttir, YAIC Conference Manager

***

EVENING OCTOBER 11TH

Informal get together at KEX HOSTEL

Evening hosted by Kex Hostel & Kimi Records

Special YAIC offer on dinner & drinks!

Large beer: 600 ISK

Dinner:

Meat stew and large beer: 2.150 ISK

OR

Veggie quiche and large beer: 2.150 ISK

Music: Iceland Airwaves warm-up

21:00 – Sóley (IS)

21:45 – Prinspóló (IS)

22:30 – Honningbarna (NO)

KEX HOSTEL – Skúlagata 28 – 101 Reykjavík – +354 561 6060

Wednesday October 12th

10.00 – 12.00

Workshops and networking meetings hosted by various companies and organisations around town. Those who would like to be escorted to their workshop can meet the YAIC team by the café on Harpa’s first floor at 09.30 sharp on Wednesday morning. Don’t forget to register for the workshop you would like to attend by contacting Anna Ásthildur - annathorst@gmail.com –  with a) your name b) name of your preferred workshop and c) name of a backup workshop.

1. “The Intersection of Art & Commerce: A Music Licensing Exploration”

Come and join industry veteran Staci Slater, founder of The Talent House, for a workshop on how art and commerce can merge in a successful manner. Based on her experience in film/television licensing, clearance and pitching as well as her many years as a manager, Staci will reveal the business aspect of creating income through songs and music in film and TV, but also show that it’s possible to remain authentic to the artistic vision of the songwriter. Expect an education in how income is generated through the performing rights societies; publishing on a worldwide basis; how to send music to supervisors in relation to CDs; metadata, quantity and where to look for info; and how to know what to submit.

Hosted by Staci Slater (US) & STEF
Guðrún Björk Bjarnadóttir (IS), General Manager of STEF, The Performing Rights Society of Iceland
Einar Tönsberg (IS), Musician
Pétur Jónsson (IS), Music Producer and Manager of Medialux Music Productions

Address: Laufásvegi 40, 101 Reykjavík

2. The Power of Open: digitalization, licensing and culture
Perhaps the most dominant myth of creation is the concept that everything is property, and that without significant protection of this property creation will grind to a halt. Recent projects, for example Wikipedia or Free Software, have questioned the dominance of this idea. This does not mean that 300 years of copyright need to be thrown away – but it does mean that creators need alternatives and examples of best practice to establish profitable free or hybrid business models. This seminar will present Creative Commons licenses as a way in which the creator find material for re-use and share his or her own material while maintaining elements of control.

Hosted by Mathias Klang (SE) & Hugmyndaráðuneytið (The Ministry of Ideas)
Smári McCarthy (IS), Research Director at The International Modern Media
Institute
Berglind Ósk Bergsdóttir (IS), Software Developer at Gogoyoko and Activist
Silja Suntola (FI), Project Director of Creative Industries Finland

Address: Room V 109, University of Reykjavík (HR), first floor,  Menntavegi 1, 101 Reykjavik

3. Optimising the online experience for both bands and fans

This workshop on how to optimise the online experience for bands discusses the merits of the tools and services currently available. It draws on the experiences of both panelists and audience members, using the various stages of release campaigns or development of a band as backdrops, and discusses the tools suitable for each stage and working through the various stages in a release cycle. A great workshop for the logistical behind-the-scenes aspect of any public facing marketing campaign, the workshop will also discuss the not-so-quantifiable things, such as the nature of community engagement and tone of voice in correspondence, as well as maintaining consistency over the many online channels available.

Hosted by Darren Webb (IE) & Kraumur
Jóhann Ágúst Jóhannsson (IS), Managing Director of Kraumur Music Fund
Hildur Maral Hamíðsdóttir (IS), Marketing & PR at Bedroom Community
Alex MacNeil (CA), CEO of Gogoyoko

Address: Vonarstræti 4B, 101 Reykjavík

4. What Price, Media

Conventional wisdom has it that content companies need to cut their prices in order to increase their volume, especially online. Like much conventional wisdom, however, this may be wrong. In 2002, when Universal Music cut its wholesale prices by 25%, it only sold 13% more music – a net loss for the company. Similarly, when iTunes raised the top prices for songs in 2009, it sold between 10-15% less music but brought in more revenue overall. The truth is that copyrighted goods are not highly substitutable and they never have been; few consumers walk into a store to buy a Bruce Springsteen album and end up getting one by Bob Seger. A smart strategy involves variable pricing in order to maximize overall revenue – and thus make up the cost of creating music and movies in the first place.

Hosted by Robert Levine (US) & The Research Centre for Creative Industries (Rannsóknarmiðstöð skapandi greina)
Kristín Atladóttir (IS), Cultural Economist
Eiður Arnarsson (IS), Manager of Sena’s Music Division
Thor Gunnarsson (IS), VP Business Development

Address: Room HT300, 3^rd floor at the University Square (Háskólatorg) by Sæmundargata, 101 Reykjavík

5. How the digital changes the world of film distribution

Come and join Tilman for a workshop on how the digital era has changed the world of film distribution. If you want to know how digital culture will shape the way cinemas select films in the future or how the internet changes the way films are distributed – all this will be discussed during the session. As the founder of Europe’s first Cinema on Demand service “Europe’s Finest” and of “reelport”, Europe’s largest festival submission platform, Tilman has years of experience in all aspects of the, often bumpy, relationship between digital and film. And since all of his projects have profited from MEDIA support, some hints and tips on how to prepare for Brussels are given, too.

Hosted by Tilman Scheel (DE) & The Icelandic Film Centre
Þór Tjörvi Þórsson (IS), Project Co-Ordinator at The Icelandic Film Centre
Stefanía Thors (IS), Co-founder / Owner of Icelandic Cinema Online
Ari Kristinsson (IS), Producer, Writer and Director

Address: Bíó Paradís, Hverfisgata 54, 101 Reykjavík

6. “Monetising mobile and engaging your audience”

Join Stephen O’Reilly, Director of International Sales at Mobile Roadie for a mobile apps masterclass. Discover what’s next in mobile and how artists and brands are engaging their audience connecting with fans and making money from mobile apps. During this presentation Stephen will share Mobile Roadie’s success in powering iPhone & Android apps for some of the worlds best known artists including Adele, Madonna, The Beatles, Robbie Williams, Take That, Katy Perry and many more.

Hosted by Stephen O´Reilly (UK) & Skapalón
Jonathan Gerlach (IS) Creative Director, Skapalón
Villu Arak (EE) Former CEO of Hill & Knowlton Estonia

Address: Sætún 8, 105 Reykjavík

7. How can interactivity extend the magic life of brands?

This workshop discusses the relevance of interactivity and engaging new technologies in creating original sensory experiences for brands. Champagne Valentine will discuss some immersive works where interactivity and new technologies play a surprising role and how different creative fields (music, design, film etc) can borrow some ideas to engage the audience / user.

Hosted by Champagne Valentine (US/AU) & The Iceland Design Centre
Nils Wiberg (SE), Interaction Designer/Interactive Artist at Gagarin
Hilmar Sigurðsson (IS), CEO of CAOZ
Espen Haugen (NO), Planner, KITCHEN Leo Burnett

Address: Vonarstræti 4B, 101 Reykjavík

Special Investment Workshop: Open To All

Besides these various workshops there will be a special workshop that all YAIC participants can register for as well. Doesn’t matter if you have registered for one between 10.00 and 12.00.

How to present your idea/ concept/ business model to a group of investors and business development specialists!

14.00 – 16.00 The New Business Venture Fund will host a special workshop on investments in the creative industries – and how to go about pitching your idea to venture capital investors. Selected companies and individuals (5 – 6) will get the opportunity to pitch their ideas to a group of investors and business development specialists, who will then provide them with useful feedback on how to improve the pitch. The workshop will be open to all YAIC participants and even though not everyone can pitch an idea there will be a lot to learn!

How to apply: All participants at You Are In Control 2011 can apply to present their business ideas at this special workshop. Send information about your idea, concept or business model to Anna Ásthildur annathorst@gmail.com before Friday the 7th of October with the subject: NSA Pitching Opportunity.

The workshop will be open to all YAIC participants. However we’d like you to register so we know how many we can expect. To attend this workshop please contact Anna Ásthildur annathorst@gmail.com.

Hosted by: The New Business Venture Fund
Special presentation by Helga Valfells, Managing Director at NBVF

Panel:
Egill Másson, Investment Manager at NBVF
Svana Gunnarsdóttir, Investment Manager at Frumtak
Eyþór Ívar Jónsson, CEO of Klak – Innovation Centre and Associate Professor at Copenhagen Business School

Address: Ofanleiti 2, Room 201, 103 Reykjavik.