Creation of the concept and organisation of the night part of the QIWI PEOPLE festival

Client:
QIWI is a group of companies that develops fintech solutions.

Situation:
One of the company's executives asked to create something unusual and conceptual for the night part of a corporate festival.

Task:
To organise a rave-style party, but move away from the usual techno and house formats. The event should be creative and driving.

What we did:
We took on almost everything from idea generation to artist selection and production.

• We chose the rhythms and culture of UK Bass, or British bass music. This is club music that emerged in the UK in the mid-noughties. The night scene was called Q-Bass.
• They developed the concept of competitions - a kind of struggle between sound installations. The fact is that base music has its roots in Jamaica, where reggae and dub also originated. Sound systems were built on the Caribbean island. Teams that owned sound systems had clashing competitions. Musicians dressed in military style and culturally ‘fought’ among themselves.
• A museum of collector cars from the Second World War was set up in the night glade. The stage was placed on two collectible Studebakers. An American military convertible was used as a photo zone. The guests got to the glade through an interactive portal - it led from the usual reality to the world of base music.

Result:
The client didn't set any KPIs for us - what was important was that the guests had a great time. It worked: we heard a lot of rave reviews. And the most frequent questions were ‘What is this music?’ and ‘Why haven't we heard it before?’.