Cross-media project APPS Music & SZIGET: Awards has proven APPS™ as an expert in the culture of music consumption

20.12.2018

Among this year’s nominees for the Effie Award was the case of the APPS brand – the award for independent Ukrainian music APPS Music & SZIGET: Awards. The project implemented by #ODDEE Agency and New Products Group has not yet won prizes, however, it has considerable potential and room for development.

The APPS Music project decided to give consumers a layer of culture, the missing puzzle they needed. In recent years, the life of Ukrainians has changed under the influence of obvious circumstances, and their taste in music is also changing. Our people are looking for local musical heroes. The search for such heroes – “the very cider” and “the juiciest fruit” of Ukrainian music – became the mission of APPS Music Awards.

After the first season of the awards show, which has already explored the Ukrainian independent music of last year, APPS Music made an impressive leap forward – thanks to the fact that APPS™ has found a powerful ally in the most prestigious music festival in Eastern and Central Europe.

“Since it is an honor for any artist to perform at Sziget Festival, we came to the conclusion that this would be the best main prize for the winner”, – shared the organizers. Prior to this, the selection of Ukrainian artists to perform at Sziget had already been held twice, and each time it has attracted close attention of local music lovers and music experts, so the organizers understood that the prize would not go unnoticed. The first part of the project happened online: more than a hundred musicians and groups applied for the contest and altogether collected about 6100 reposts on their social media pages. The result of the online audience vote attracted more than 27 000 music lovers who voted for their favorites and identified two finalists. The remaining three finalists were chosen by a professional jury, the 8 main music experts in Ukraine. The final stage of the selection was a live event: the final concert at the Kyiv club Atlas and the announcement ceremony took place on May 26. Experts named the duo Kadnay the juiciest fruit of the season, and they became the winners in the “Europe” nomination and went to Budapest to conquer the audience of Sziget’s European stage.

Sziget’s budget is 20M euros. It is the largest European festival, and we sent Kadnay there. Could we have imagined this was possible when we created the award two years ago? Definitely not”, – commented Ivan Bazar, founder of the Oddee agency.

Thanks to the project, APPS™ became a brand that is capable of developing the culture of music consumption, connecting talented performers with an audience that awaits and wants to listen to new Ukrainian music.

These days, society has a very strong demand for Ukrainian content and Ukrainian artists, so we enthusiastically took on the cross-media project to find the very cider of Ukrainian music, – notes Elena Selutina, PR Director of New Products Group. –  The emotional need is especially strong for Ukrainian performers to be appreciated and recognized in Europe. Being part of a powerful cultural mainstream – that is what most Ukrainians are striving for. In this sense, Sziget Festival is a perfect partner, as it is the unquestioned authority for Ukrainian music lovers, and officially bears the title of “a European festival with the best line-up”, and, moreover, is the closest and most accessible big festival for Ukrainians. Preparation for the third season is already underway, so wait until you see it: we are confident that every year the project will become more and more resonant“.

THE AWARDS

APPS Music & SZIGET: Awards is a collaboration between APPS Music Awards, which has already explored the state of Ukrainian independent music last year, and Sziget Festival, one of the most famous festivals in the world, where any musician would be honoured to play.

The selection of Ukrainian bands to perform on the Sziget stage has already been held in our country twice: in 2015, ONUKA won the contest, and in 2017 – Atomic Simao. The APPS Music Awards was first held in the summer of 2017. The winner in the category “Breakthrough of the Year” was Indytronics, and Be My Guest won in the nominations “Video of the Year” and “Song of the Year”.