Go back one page Go forward one page
Anja Schneider - A Mobilee Love [Parade] Affair
23 October 2008 02:39:15
Anja Schneider - A Mobilee Love [Parade] Affair

Anja Schneider   ----------------/-----------/----

Anja Schneider has four jobs: She’s a label head, a DJ, a producer and a radio personality all rolled into one. No wonder one interviewer called her a "perpetual motion machine": her wheels never stop turning.

 

 
A Berlin resident since 1994, Anja started out on the airwaves, producing for KissFM and later Fritz Radio, where since 2000 she has hosted the weekly radio show Dance Under The Blue Moon. Pulse Radio recently caught up the mixing maestro after her set at te Love Parade main stage.
 

What was your impression of the atmosphere at Love Parade 2008?

My biggest impression was the invasion of the 100 or so Australians dressed as indians and cowboys coming to Dortmund, totally making my day and creating a huge atmoshere at the parade. I think most of them got sick afterwards because scantly cladded and there was more than one enourmus rain shower.

The other big impresion was the main stage where I played; I almost threw-up three times before I got on the stage because I was unbelievably nervous.

It was a big honour to play there even for 20 mins but I enjoyed the last 5 minutes of my set because the time before I was finally able to look up at the swarm of ravers.

 

It must have been incredible to play on the huge main system. Can you tell us what it was like from your point of view, playing to such a huge crowd etc?

The good thing about playing on such a big stage at such a big event is that you can be sure that the sound is good. I felt a little bit lonely on the 8 m high stage because I like to be with the crowd and I couldnt see and feel so much reaction, because the stage was so high and I'm not realy tall. And.. I was not able to look up for 15 min.

Did you plan your set differently to how you would for a normal club slot? What was the crowd’s reaction like? Were there any tunes you played that got a particularly big reaction?

Of course everything was planned and I couldnt sleep the week before becaue I was not sure until one day before the gig which records I should play. If you have 20 minutes and such a big audience then it's necessary to select what kind of records you play and that you rock and that the people hopefully remember you because of your good selection.
I woke up every night at 5 in the morning and walked over to my music room to change my selection. It was a nightmare !


You are quoted on the Love Parade website talking about your love of the event and the positive energy it produces. What effect do you think the event has on people and can they take this positivity away with them into day to day life?

I hope that some people went there accidently and had a chance to listen to our music and then became electronic music lovers. You reach a big crowd over there and nothing really bad happens there and the positive vibe of the music is something what the people can take over in their normal lives. Let's take the people on our hands and give them a good time, let them forget about the daily stress, make them happy, even if for a short time!

What would you say to someone thinking of going to Love Parade next year?

If you go, then let yourself go, take all your friends and try to have a good time. Don't forget your camera because you will see some incredible outfits, take snaps of them and print them on to memory cards and build the first ever "raver memory game! "

Are there any other positive or negative points about the event that you’d like to comment on?

It's good that it still exists, it's just too bad it does not exist in berlin anymore. The atmosphere from Berlin , with the floats around the "Siegessäule" can't be created somewhere else. The Loveparade, it's something that almost everyone has heard of around the world that originated in Germany which hopefully catches the interest of our music.

Tom Evans

 

 

 

| Tag
'0' comment(s) have been made.
Post a comment.
Marcin Czubala Deepchild- Production as seduction Act Yo Age
Nick Supply Alexander Robotnick Metro area
History of House music
NEWS
17 December 2008
INTERVIEWS
22 December 2008
BLOG
17 December 2008
DIGITAL NEWS
18/12/08 Let the Experimentation Begin: EMI Music Splashes EMI.com
18/12/08 Let the Experimentation Begin: EMI Music Splashes EMI.com

EMI Music is now unwrapping a revamped EMI.com, an experimental destination designed to deliver content, foster discovery, and tighten fan relationships.  The beta-stage site features content from a range of EMI artists, both past and present.  Typical artist collateral includes track clips, videos, biographies, discographies, and images.  "EMI.com is designed to be a learning lab," explained Alex Haar, vice president of Digital Special Projects at EMI Music.  "It will help us gain even more knowledge about consumer preferences and choices."

The site architecture is pretty straightforward, at least in its initial iteration.  The broader roadmap is a bit difficult to decipher at this stage, EMI.com Screenshotthough the label pointed to continued upgrades ahead.  That includes widgeting functionality, ecommerce components, and exclusive content.  "This is the beginning of a longer-term experiment," Haar continued.  "In the coming months, we will continue to add content and features to the site."

The testbed fits into a newer attitude at EMI Music, one that includes digitally-focused approaches from executives like Douglas Merrill (Google) and Cory Odrejka (Second Life).  Both are strong proponents of data-driven decision-making, an approach that takes advantage of unprecedented levels of fan information and tracking.  But whether a label-branded destination is the best place to understand the fan EMI.com Screenshotremains questionable, especially given the branding backseat that major labels assume.

On a deeper level, the new executive set faces an incredibly difficult challenge.  After all, understanding fans is one thing; getting them to buy stuff is quite another.  Meanwhile, the clock is ticking loudly, thanks to an accelerating nosedive in the core CD.  That is putting the pressure on executives like Merrill to create Google-like moments, quickly.

EMI Music has been reshaping its executive cast, though outsiders appear to be playing a heavy hand in EMI.com.  According to the label, EMI.com was designed and implemented by Shamsa Rana, managing director of Imdad Capital Ltd.  On its website, Imdad describes itself as a "strategic advisory and turnaround" firm, one focused on privately-owned media companies.  "Imdad prefers to work with the portfolio companies of private equity houses and/or those companies that are privately owned," the company describes.  "Private companies on the whole have a stronger appetite to drive through change."

Imdad appears to be a one-woman show, based on website information, though digital media firm Perform is credited with building the site.
18/12/08 Breaking: Verizon Wireless Pushing Major HD2 Advertising Campaign
18/12/08 Breaking: Verizon Wireless Pushing Major HD2 Advertising Campaign

Verizon Wireless is now joining forces with Clear Channel Radio on a nationwide, multicast digital radio advertising campaign, according to information shared with Digital Music News on Tuesday.  The US-based wireless giant will push advertisements across HD2 stations, essentially sub-channels delivered across the same frequency as the main broadcast.

In total, the campaign traverses 21 multicast stations, as well as online equivalents.  Most American cities are covered by the arrangement, including New York, Chicago, Dallas, Philadelphia, Minneapolis, Boston, Houston, Los Angeles, San Francisco, Miami, San Diego, and Washington, DC.

The music-focused campaign will feature songs and interviews from upcoming artists, and drive fans towards premium, V Cast packages.  Clear Channel is a founding member of the HD Digital Radio Alliance, a group dedicated to advancing deployment of digital stations within the United States.
18/12/08 Wall Street Bounce Buoys AAPL, WMG, LYV, TKTM...
18/12/08 Wall Street Bounce Buoys AAPL, WMG, LYV, TKTM...

A major market bounce buoyed a number of music-related stocks on Tuesday, including Apple, Warner Music Group, Live Nation, and Ticketmaster.  At the bell, the broader Dow jumped 359.61 points, or 4.2 percent, to land at 8,924.14.   A number of factors generated optimism, including a surprise rate cut by the Federal Reserve, as well as continued indications that the government will pursue an aggressive stimulus strategy.

Apple (AAPL), struggling with its own retail demons, lifted a mild 68 cents, or 0.72 percent to $95.43.  The mild uptick follows a downgrade by Goldman Sachs on fears of softening demand for items like MacBooks and iPods.

Elsewhere, a distressed lot move upward. Warner Music Group (WMG) jumped 24 cents, or 8.86 percent, to $2.95; Ticketmaster (TKTM) gained 53 cents, or 9.48 percent, to $6.12; Live Nation (LYV) improved 15 cents, or 4.11 percent, to $3.80; SanDisk (SNDK) added 16 cents, or 1.77 percent, to $9.18; and Sirius XM Radio (SIRI) improved nearly a penny to 15 cents, a 6.23 percent increase.

The Orchard (ORCD) lost 23 cents, or 10.27 percent, to $2.01; and Source Interlink Companies (SORC) dropped a penny, or 5.88 percent, to 16 cents.
17/12/08 Harvard v. The RIAA: Faceoff Moves to January...
17/12/08 Harvard v. The RIAA: Faceoff Moves to January...

A mounting battle between Harvard University and the RIAA will have to wait until January, thanks to a procedural decision issued this week.  Just recently, Harvard Law School professor Charles Nesson offered to defend accused file-swapper Joel Tenenbaum, a graduate of Boston University.  The first hearing was initially scheduled for Monday, though Nesson is apparently not legally permitted to argue in a Rhode Island court.  

That pushes the hearing to January 6th, according to information shared by Harvard Law School.  "This just further underscores how deeply unfair it is to pit the powerful Goliath RIAA legal infrastructure against the small David, or Joel, defendants," Nesson said.

The Rhode Island venue creates some complications, and the Nesson team is now trying to find a local lawyer.  "The goal, before Jan 6th, is to get an attorney licensed to practice in Rhode Island to argue on our behalf," student Debbie Rosenbaum told Digital Music News.  In the meantime, the RIAA will have access to a Tenenbaum household computer, an early victory for the trade group.
17/12/08 Chinese Democracy: This Story Keeps Getting Worse...
17/12/08 Chinese Democracy: This Story Keeps Getting Worse...

Without an unauthorized leak, Guns N' Roses may have never released Chinese Democracy.  But despite a major, Best Buy exclusive, sales were far lower than expectations.  In fact, a closer look reveals that Best Buy is now saddled with roughly one million purchased and nonreturnable discs.

According to a report surfacing Tuesday in the Wall Street Journal, Best Buy paid millions in advance for a stock of 1.3 million discs.  So far, Chinese Democracy has sold just over 300,000 after a sharp, second-week dip.  That compares unfavorably to AC/DC's Black Ice, a Wal-Mart exclusive that has quickly crossed platinum.

The disparity obviously represents a serious disappointment for Best Buy, a company now dialing down forecasts amidst slower consumer spending.  The company recently reported double-digit declines across CDs and DVDs over the past few months.
user online: 193