URBAN TALKS “THE TRANSFORMATION OF THE TERRITORY THROUGH ART AND CREATIVITY” OCTOBER 17, 2020

The Urban Talks will be organized around three round table themes:

TALK #1:

BRANDS, NEW AUDIENCES AND HONESTY

Description: Young people today prefer to consume content generated by their own friends rather than by entities or brands. The figure of the influencer as a transmitter is a standard, and the “cancellation” syndrome is commonplace: no entity or corporation can escape the new ethical rules that are replacing the aesthetic realm we have lived in since the 2000s. How should a brand communicate nowadays? Should it have to create memes to talk the codes of expression of generation Z? Should it be, above all, honest and transparent?

A colloquium that, from a communication and marketing point of view, we will discuss the new sociological cracks that brands are facing today and the challenges when reaching new potential audiences. We won’t talk about rules or regulations, but about strategies and new formulas. From the point of view of the brands themselves to the external actors capable of generating the new languages of representation that will mark tomorrow.

Moderator: Frankie Pizá
Participants:
Raquel Vieira (PR and Comm Manager at Lacoste)
Freddy Cardenas (Specialty Category Brand Manager EMEA SOUTH at Nike)
 Kai Landre (Artista / Cyborg Foundation)

TALK #2

RETHINKING FESTIVALS: REFLECTIONS AND NEW FORMATS FOR THE FUTURE OF EVENTS

Description: Theorists and experts say that festivals, as we knew them, will never return. The way in which we have consumed entertainment until the arrival of COVID-19 has vanished, and both culture and leisure (if we want to continue making that distinction) are evolving rapidly. This situation forces us to consider new paradigms, new formats and to imagine a future that can correspond in a more equitable way to artists, promoters and audience.

A round table conference in which, from first-person experience and the various angles of interpretation, we will seek to provide an answer and shed light on the immediate and long-term futures of the cultural entertainment industry.

Moderator: Frankie Pizá
Participants:
Alex Nikolov (Founder Loom Collective) Albert Salinas (Founder Lapsus)
Rosa Fernández (Music Lead DICE)

TALK #3:
TRANSFORMATION OF TERRITORY THROUGH ART

Description: Poblenou remains today  a space in constant reconversion from its industrial past. A territory that has given birth to a creative district and has traditionally had large spaces in which art has flourished horizontally, in parallel to the rest of transformations that have taken place in Barcelona.

A new landscape with works made with garbage, large murals, digital art, vertical gardens and sustainable facades that combine engineering, sustainability and creativity. Our third round table conference will be a conversation between actors who measure the pulse of this change. How can artists become a force for the recovery of the streets by citizens? How should authorities regulate common space to favor a new creativity? Should art be an instrument of social cohesion  that breaks down socioeconomic gaps?

Moderator: Arcadi Poch
Participants:
Francisco de Pájaro (Art Is Trash)
Xavier Ballaz, Ana Manaia (B-MURALS and Difusor) Jordi Montanyà (Institut Municipal del Paisatge Urbà)