Designing a bridge between an electronic music festival and the art world.
Amsterdam Dance Event Foundation
In 2018 ADE handed over a part of their art platform to creators in order to address important social and political issues within their work. They got the opportunity to share their view on important social issues within the electronic music industry and to inspire and educate the audience. Why? Creators have the talent to reflect on what is happening in society in an inspiring and non-imposing way, leaving the audience to reflect for themselves. They engage the audience through creation and artistic vision rather than simple information.
For this event, Uncoated integrated visual art & soundscapes in an overall experience; photography and digital art were an important part of the program. Uncoated bridged the gap between art institutions and the club scene, making art more accessible to a wider audience. Collaborating with 12 emerging artists, Josephine curated the photography and animations according to 4 chapters. Taking the viewer by the hand and giving a new perspective on contemporary photography. With these chapters, she is addressing the social struggle of ‘defining your identity’. Her aim was to tell this story whilst giving photo talent a platform.
''As a curator for emerging photography, I noticed how extremely difficult it is to get people engaged with the medium. The gross amount of talented photographers only use Instagram to showcase their work. Thus, I wanted to develop a physical location for their work to be shown to an audience they would hardly reach via popular online mediums such as Instagram''.
Art Direction: Josephine de Fijter
Sound Design: Atelier Francesco
Animation & edit: Leonardo Franke
Special thanks to
Sound & Music: Atelier Francesco
Video editing & Animation: Leonardo Franke
Art Director: Josephine de Fijter
Photography: Inigo Garayo
Synchrodogs, Tom Hegen, Inez Agnese, Giuseppe Gradella, Wonjun Jeong, Matthew Coleman, Bryce Willem, Luke & Mandy, Lana Prins, Bruna Mayer, Lisette Appeldorn, Cristina Coral