{"id":7263,"date":"2013-01-19T02:37:00","date_gmt":"2013-01-19T02:37:00","guid":{"rendered":"http:\/\/a-desk.org\/2013\/01\/19\/aixo-no-es-underground\/"},"modified":"2013-01-19T02:37:00","modified_gmt":"2013-01-19T02:37:00","slug":"aixo-no-es-underground","status":"publish","type":"post","link":"https:\/\/a-desk.org\/ca\/magazine\/aixo-no-es-underground\/","title":{"rendered":"Aix\u00f2 no \u00e9s underground"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"http:\/\/player.vimeo.com\/video\/55593172?color=ffffff\" width=\"640\" height=\"360\" frameborder=\"0\" webkitAllowFullScreen mozallowfullscreen allowFullScreen><\/iframe><\/p>\n<p>Que els festivals de m\u00fasica estan en gran part patrocinats per marques de roba, sabates i ulleres de sol, ho sap qualsevol. Per\u00f2 de vegades, aquest patrocini va m\u00e9s enll\u00e0 d\u2019all\u00f2 estrictament monetari, i interfereix en la pr\u00f2pia concepci\u00f3 de l&#8217;esdeveniment, cosa que pot arribar a ser un problema per als grups participants, per al p\u00fablic i per la pr\u00f2pia marca. Que la pujada dels impostos i la reducci\u00f3 de l&#8217;aforament de moltes sales despr\u00e9s dels recents esdeveniments tr\u00e0gics estan afectant de manera molt negativa a la programaci\u00f3 de m\u00fasica en directe no es pot negar i, en aquest context, una possible sortida pot ser la d\u2019una col\u00b7laboraci\u00f3 m\u00e9s estreta amb marques patrocinadores.<\/p>\n<p>Converse s&#8217;ha aliat amb la promotora barcelonina  <a href=\"http:\/\/www.thisisunderground.com\">This Is Underground<\/a> per crear una plataforma de suport a l&#8217;escena musical local, a trav\u00e9s, principalment, de l&#8217;organitzaci\u00f3 de concerts. Durant els propers mesos, <a href=\"http:\/\/makenoisemusic.com\/\">Make Noise<\/a>  portar\u00e0 a Barcelona grups estrangers ja consolidats en el m\u00f3n indie que no estiguin de gira per a qu\u00e8 bandes novells de la ciutat, elegides pels organitzadors o mitjan\u00e7ant votacions a la p\u00e0gina web que ha creat la plataforma, els facin de teloners. Aquests esdeveniments conserven el format tradicional de concert en sala petita i escenari baix, de proximitat amb el p\u00fablic, per\u00f2 el perverteixen omplint-lo de publicitat de la marca de cal\u00e7at, present tamb\u00e9 des de novembre a les estacions de metro de Barcelona.<\/p>\n<p>En els tres \u00faltims anys s&#8217;ha donat a Catalunya una gran efervesc\u00e8ncia en l&#8217;\u00e0mbit de la m\u00fasica independent, no nom\u00e9s a nivell de grups musicals, sin\u00f3 tamb\u00e9 amb la creaci\u00f3 de nombrosos projectes com discogr\u00e0fiques i festivals petits que, amb pocs mitjans i molta voluntat, han donat a parlar en mitjans especialitzats americans com <a href=\"http:\/\/pitchfork.com\/\">Pitchfork Media<\/a> i en diaris estatals de premsa general. \u00c9s evident que Converse, amb <em>Make Noise<\/em>, s&#8217;aprofita de la feina ja feta per aquests joves agitadors i de les males not\u00edcies econ\u00f2miques per parasitar el circuit local i servir-se&#8217;n, d&#8217;una manera q\u00fcestionable, com a m\u00ednim, per donar una imatge jove, desenfadada i moderna, inventant una nova forma de patrocini que va m\u00e9s enll\u00e0 de l&#8217;apadrinament d&#8217;escenaris en grans festivals.<\/p>\n<p>El primer d&#8217;aquests esdeveniments es va celebrar el passat 18 de desembre a La <a href=\"http:\/\/www.subpop.com\/artists\/no_age\">2] de l&#8217;Apolo i va comptar amb la participaci\u00f3 de [No Age<\/a> (USA) com a grup estrella. Amb l&#8217;omnipresent lema &#8220;Shoes are boring, wear sneakers&#8221;, es va animar als assistents a fer-se fotografies durant el concert per entrar en el sorteig d&#8217;un parell de sabatilles. Un munt de fot\u00f2grafs situats a les primeres files s&#8217;ocupaven d&#8217;aix\u00f2, retratant al p\u00fablic, i no als grups, passant-s&#8217;ho molt b\u00e9, tirant-se cervesa per sobre a empentes i saltant com bojos. El moment estel\u00b7lar de la nit el van protagonitzar els <em>No Age<\/em> a meitat de la seva actuaci\u00f3: va canviar el v\u00eddeo que estava essent projectat a la pantalla de l&#8217;escenari, van deixar de tocar i es van asseure a terra.<\/p>\n<p>Dels videoclips es va passar a imatges de les f\u00e0briques de Converse a Indon\u00e8sia, amb un text en un espanyol macarr\u00f2nic que denunciava les condicions laborals dels seus treballadors. El p\u00fablic va emmudir primer, despr\u00e9s va aplaudir, hi va haver un intent de parar el v\u00eddeo i, despr\u00e9s de 15 minuts d&#8217;aturada reivindicativa, <em>No Age<\/em> van tocar algunes can\u00e7ons m\u00e9s i van marxar de l&#8217;escenari agraint a Converse la invitaci\u00f3. Pel que sembla, el grup va acceptar totes les condicions contractuals de la marca, -b\u00e0sicament referides a la publicitat abans i durant el concert- sabent que utilitzarien aquesta plataforma per fer aquesta den\u00fancia.<\/p>\n<p>Amb aix\u00f2, <em>No Age<\/em> no nom\u00e9s no canvien el m\u00f3n, sin\u00f3 que tracten a tothom d&#8217;idiota ingenu. De la mateixa manera que Converse se servia d&#8217;ells i de la seva imatge juvenil i alternativa per a publicitar els seus productes, <em>No Age<\/em> es va voler servir de la marca per ensenyar una cara subversiva i compromesa, amb l&#8217;\u00fanic objectiu de justificar davant els seus fans la seva participaci\u00f3 en aquest esdeveniment sense semblar uns venuts, quan en realitat ho s\u00f3n, com tots els altres grups participants. M\u00e9s enll\u00e0 del contingut del v\u00eddeo, est\u00e0 clar que aquest intent de boicot \u00e9s absurd, per infantil, evident i vacu. Hi ha infinitat de canals a trav\u00e9s dels quals llan\u00e7ar missatges contra les multinacionals, probablement molt m\u00e9s efectives que un concert amb 300 persones de p\u00fablic, que ja saben qui mana aquest dia: la foto amb m\u00e9s suor i m\u00e9s blaus.<\/p>\n<p>Si la conjuntura econ\u00f2mica desfavorable i mesures com la llei de mecenatge han de servir per suplir la falta d&#8217;inversi\u00f3 p\u00fablica en projectes culturals, deixant que les marques s&#8217;apropi\u00efn d&#8217;iniciatives de particulars que funcionen, i fent que aquestes perdin la seva ess\u00e8ncia independent i combativa i es converteixin en escenaris de reivindicacions barates, bona nit i tapa\u2019t. Una cosa \u00e9s dependre del patrocini privat per tirar projectes endavant, una altra \u00e9s cedir la pr\u00f2pia imatge per fer publicitat d\u2019un producte i sotmetre a unes normes alienes a la m\u00fasica, l&#8217;art o al que sigui, deixant al p\u00fablic en una situaci\u00f3 en qu\u00e8 ning\u00fa s\u2019hi sent a gust, ni tan sols qui hi guanya amb aix\u00f2, i davant la qual alguns decideixen erigir-se en gur\u00fas del que \u00e9s just, convertint el seu discurs en una mera justificaci\u00f3 pseudo-reivindicativa, massa superficial com per tenir algun efecte.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Que els festivals de m\u00fasica estan en gran part patrocinats per marques de roba, sabates i ulleres de sol, ho sap qualsevol. Per\u00f2 de vegades, aquest patrocini va m\u00e9s enll\u00e0&#8230;<\/p>\n","protected":false},"author":1276,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[],"tags":[],"coauthors":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Aix\u00f2 no \u00e9s underground &#8211; A*Desk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/a-desk.org\/ca\/magazine\/aixo-no-es-underground\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aix\u00f2 no \u00e9s underground &#8211; A*Desk\" \/>\n<meta property=\"og:description\" content=\"Que els festivals de m\u00fasica estan en gran part patrocinats per marques de roba, sabates i ulleres de sol, ho sap qualsevol. 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