Reasons Why We Make Music

3. Print & Publishing Kancils [3.5 Best use of Cultural Insights in Print & Publishing]

Links:

https://processxc27.whatisc27.com/

Product/Service:

Malaysia Art & Music Scene

Client:

C27

Brief:

We wanted to publish our own magazine with the sole intention of shining a spotlight on our incredibly talented local artists, a privilege often reserved for international acts despite being on home ground. 'œReasons Why We Make Music, Even When Day Two Will Never Arrive' was brought to life through a partnership with Process Magazine and C27. Why did we invest so much time and energy, if we didn't stand to profit from it? The answer is simple '“ being an independent digital agency gives us absolute freedom to have a voice and speak out about our collective beliefs. As a champion of local creative talent, we strongly acknowledge that Malaysia has plenty, especially in the local music and arts scene, and we are doing whatever we can to give it the audience it deserves. Even if it means venturing out of our comfort zone, like print. Also, because we can.

Solution:

We worked with a group of immensely talented writers, from Ng Su Ann, Karl Nadzarin, Mikhail Hanafi to Sunita Soh, who expressed their contemporary views and insights on the local arts scene from different perspectives '“ including delving into how art and music is influenced and affected by Malaysia's history, culture and long-running battle with political suppression. The zine also features interviews with local artists, Lunadira, JAIE and FORCEPARKBOIS, on their thoughts and what the festival's cancellation meant for them. We also included a pull-out poster of artist, Alvin Lau's artwork. We launched the zine with a party at Zhongshan's rooftop, surrounded by friends and passionate music and art enthusiasts. We spent the night vibing to DJs and live music, and made sure everyone in attendance received a copy of the zine. We distributed the rest of the copies across several locations in the Klang Valley, Ipoh, Penang and Malacca, for absolutely free.

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