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New York - Tokyo Music Festival
Profile: New York - Tokyo Music Festival, Sept 22, 2007
Client: New York - Tokyo LLC, Fujisankei Communications International (FCI)
Venue: Rumsey Playfield (Central Park), NY, NY
Story: After last year’s success in
producing the 2006 New York-Tokyo Music Festival in Central Park,
Catharsis was asked again to conceptualize and execute the 2007 NYTMF
in Central Park’s Rumsey Playfield, home of SummerStage.
What Catharsis created was an all day, open-air, festival for the
savant urban youth, connecting eastern and western cultures together
through hiphop, art, video games, technology, fashion, skateboarding
and booth exhibitions. The result was a powerful and engaging
lifestyle-themed event, amplified by the fusion of talent and
attractions from NYC and Tokyo.
-photo by Jay Lewis (http://jasonglewis.com/blog/), the best photographer in NYC.
Talent bookings:
• MF DOOM, RHYMESAYERS
• PHAROAHE MONCH, UNIVERSAL MOTOWN
• COLLIE BUDDZ, SONY BMG
• TERIYAKI BOYZ®, (B)APE SOUNDS® / UNIVERSAL MUSIC
• DJ UPPERCUT, IMPACT/GROUNDRIDDIM feat. ROSCO P. COLDCHAIN, STAR TRAK ENTERTAINMENT
• KENNY MUHAMMAD, THE HUMAN ORCHESTRA
• KOOL DJ RED ALERT, POWER 105.1 FM
• TONY MATTERHORN, NATURAL BRIDGE
• RAKIM, G&E TRUST
-photo by Jay Lewis (http://jasonglewis.com/blog/), the best photographer in NYC.
-photo by Jay Lewis (http://jasonglewis.com/blog/), the best photographer in NYC.
Festival Programming
Three hours of live stage performances from seven renowned artists
Sharp Video Walls on stage
Featuring HD digital signage, advertorials, live camera feed, and VJ-programmed content
Sharp Technology and Videogame Pavilion
Featuring Sharp Aquos flatscreen HDTV video game stations
EA Skate for Xbox 360 and Playstation 3 demo stations in the Videogame Pavilion
Skateboard Art Exhibition curated by Mike Annechiarico
Skate Park with mini half-pipe
Featuring local Zoo York and Nike SB riders; also open to local pros
Art exhibition by Shin Tanaka
Featuring 40, one of a kind (1/1 of each piece) detailed paper toys, T-BOY Jr
Artist and Vendor Booths
Featuring exclusive A Bathing Ape® brand 3 city tour and concert t-shirt
KIKS TYO display of urban lifestyle products
US premiere of Harvest jewelry, created from recycled skate decks
Promotional giveaways including merchandise from EA, Kid Robot, Zoo York and KIKS TYO
Central Park Concessions booth with food and alcohol
Promotions: A highly edited selection of media, press, and viral outlets were deployed by Catharsis to create positive hype to draw audiences and media attention.
Traditional:
Television commercials on FCI and BET
Magazine editorial listings in Timeout and Village Voice
Heavy Flyer & Poster street/outdoor campaign
Retail Store Promotion, at Atmos, FatBeats, Reed Space, Rock & Soul and Turntable Lab
Radio Newsflash on Hot 97
Online:
Exclusive Promo Codes
Ticket Giveaway Contests
Banner Ads
Email Blasts
Newsletters
Strategic Partnerships, e.g. KidRobot, Brooklyn Industries, iMeem
Event Website (www.music-newyorktokyo.com)
Sponsor sites
Social Networking sites, e.g. iMeem, Going.com, oolhunting
Event listing sites, e.g. Flavorpill, Fusicology, Giant Step
Blog coverage, e.g. Josh Spear, Miss Info, Grandgood, BrooklynVegan
Media Coverage:
| MTV Japan Fuji Television BET ImaginAsian XM Radio Hot 97 FCI Flavorpill NY Freshnessmag Fusicology iMeem |
New York Times Village Voice TimeOut NY New York Post Daily Sun Vapors Magazine Trace Magazine GIANT Magazine Live Magazine FYI Magazine Remix Magazine Giant Step |
Coolhunting Josh Spear NY Seikatsu Hip Hop DX Miss Info SOHH (Soul of Hip Hop) Japion Grandgood KDU BrooklynVegan |
Sponsors:
NY-Tokyo and Catharsis collaborated to secure strategic sponsorships from US and Japan companies including:
| Sharp (presenting sponsor) Canon (event sponsor) Japan Airlines Toyota The Kitano Hotel Kyolic KDDI Mobile Toppan Publishing A Bathing Ape Kiks TYO Harvest |
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