After a lunchbreak and an intimate performance by the wonderful Olof Arnalds, You Are In Conference deliquesced into a series of afternoon roundtable workshops on a variety of subjects.
In The Perfect Lovenest - which explores the relationship between film and music – Christopher Roberts from Sidelot Studios was joined by Hampus Kivimae from Sony (SE), Icelandic musician Petur Ben, Icelandic director Gunnar Gudbjornsson, Cinesong’s Milena Fessmann and Alicen Schneider from NBV / Universal.
There were record labels, musicians and publishers in the room, and the discussion centred around how film studios go about sourcing or choosing music, how artists/labels can best present their music to films, the advantages of hanging around film schools to build relationships with directors at an early stage, and the importance of using ALL channels – not only the official music supervisor or whoever – to get your music into hands of the right people. A final point for musicians: be targeted and make sure you have a card and a website and can represent yourself.
The Where Is My Money panel included Mobilium Advisory Group’s Ralph Simon, Smarten Up’s Birgit Hoff, Helga Valfells from Iceland’s New Business Venture Fund, Runar Ornarsson from Nikita Clothing and Sr. Eggert Claesson from the Frumtak Investment Fund. Here the room learned about how to present a business plan and find investors; how to fan fund and micro fund; how to work on different business relationships; and who are the new players in the funding business.
A good point raised by Runnar was that investors are not only people who write cheques and give money – they can also invest energy or experience, i.e. forming strategic partnerships. YAIC MD Anna Hildur (in the audience) also stressed the importance of official government support in helping new creatives grow, and the need for physical interaction as well as digital networking.
The World Without Borders discussion explored overlapping circles within new business models. Jonas Antonsson from Gogogic, Kristin Andrea Thordardottir from Poppoli Pictures, Asgrimur Sverrison’s Cinema Now and Nokia’s Asa Carild (SE) looked at new options in the digital space, examined the borders between the different creative sectors, the role of games as potential distributors, the effects of the games boom on filmmakers and new consumer behaviour.
There were concerns from the artistic side about being lost in the new world, that middlemen therefore might be necessary as guides, but they should be transparent and bring value.
In the Creating A Green Future room, Catherine Langabeer from Julie’s Bicycle in the UK, Sigridur Sigurjonsdottir from the Iceland Academy of Arts and Gudrun Lilja Gunnlaugsdottir from Studio Billy analysed the issue of energy and the environment and the fact that the IT sector is responsible for 3-5% of global greenhouse gas emissions.
The room’s main question was: how is it possible to use the digital environment in more creative ways to create a more sustainable future? There were many ideas on how to be greener as an industry, how to engage individuals as well as companies, with the overall conclusion that the emphasis should be shifted from punishing the ‘not doers’ towards rewarding the ‘doers’.
There was also a room for Fashion, Digital Retail and Marketing, featuring Nathan Richardson (CCP), Oisin Lunny (Habbo) and Hugrun Dogg Arnadottir (Kron). They discussed how there is a lot of opportunity for fashion designers in the virtual world – getting brands into Eve online, Habbo, 2nd Life, where you can get real revenue. A strong identity is also essential for fashion brands, and also using Facebook and bloggers.
The final workshop was Visual Arts 2.0, which looked at the role of the visual arts in connection with the digital revolution. Gerfried Stocker from Ars Electronica, Margret Elisabet Olafsdottir, a writer on aesthetics, and artist Finnbogi Petursson chatted with moderator Christian Schoen from the Center for Icelandic Arts. The focus was on the continuing merger between the media sector and the traditional arts, and though few conclusions were found in this ongoing dialogue, the general feel was not to be in control, but to be free with ideas…