Tag Archive for ‘merchandising’

SONAR

first step :-|
by axolotl and ka

the poster
it was quite easy to be reminded to organize everything in time because of huge smiley posters all over town.
the smiley symbol seems to be the main merchandising source this year. we have a number of different theories about the use of this icon. for one it is a trademark and we were wondering if there is a connection involving loads of money. also it was widely used as a symbol for the 80ies acid house movement. an this brings us directly to the last reason: (as you might remember) there were a huge amount of xtc pills that had exactly this symbol engraved 8-)
also we had to discover that now this festival is as far from underground as vienna is from the sea.
not that it is only the fault of sonar, as we had a big phantasy of this cool festival that it can surely not fit. and partly because, well, only one phrase: SELL OUT! :(
almost immediately after the “your payment was recieved” mail the follow-up message told us about the wonderful world of SONAR merchandising this year. the flagship item is the somewhat boboesque adidas-SONAR-vinyl bag “free” for acreditation holders (of which finally we are proud owners) yupiiieeee.
tha bag baywatch sonar
and in good old bobo attitude the guy next to us (of course he was viennese) stated that the vinyl bag really is quite small (we estimate a maximum of 8 discs fit into the bag – good for minimal techno or style but bad for turntabelists)
we found out that the sum of 3500€ buys you a place in the bag for your own commercial insert. the bag exists in a limited edition of 4000 pieces. that’s nearly 1 euro per bag, man *:D
as you can see from the picture, they could’ve spent more thoughts or money on the design.
bag content
for the notes, check out the flickr site

after our first contact with the festival (so far we only picked up our bags) we as tagr.tv members officially tag the smiley logo as “not be used again in the next ten years”. we are quite pessimistic concerning the future of our sms conversations.

:) :) :) :) :) :) :) :) :) :) :) :) :) :) :) :) :) :) :) :) :)

as an endless number of smileys pass by, the capitalist character of the festival becomes more and more evident.
with the price of almost 50€ per night for entering (if you buy single tickets), we were wondering how expensive drinks will be on the inside. so we are already making plans how to smuggle in huge amounts of beer, but no worry, we have our super special SONAR bags and are allowed using the super special “accreditations only” entrance. :)
%*[] (as you might not know this particular one stands for “super toasted”)

these are our first impressions. more when we report from the inside tomorrow when the festival actually begins.

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