Usadba Jazz Festival

On June 15^th and 16^th it was again time for the Moscow’s annual Usadba Jazz festival. This year the chosen location was Archangel, around an hour and a half drive west from the centre of Moscow. This year was no normal year; the festival was celebrating its 10^th anniversary and for the first time since it began the festival went beyond the usual framework in honour of the 10^th anniversary. Unlike other years several mini events and projects were held on the lead up to the festival; these included a Manor jazz pre party held in Gorky park on the 2^nd of June, a jazz from Holland event also held in Gorky park but on the 13^th of June, ‘Homestead in the City’ ran from the 19^th of May till the 10^th of June in the Moscow shopping mall. ‘Homestead in the City’ was in support of the young musicians contest and provided a space where competition participants could showcase themselves and videos were posted on the Internet.  There was also a Gala dinner held on the 31^st of May. All these events built anticipation and excitement for the main event.

The event site at Archangel had several different areas with a number of varying attractions the first being Aristocrat, this was inside the main courtyard and the stage was for traditional jazz. The next was Parter meaning, stalls and this area was a large open grass area between the Moscow River and the front yard estate, this is where the fashionable stage was playing mainstream jazz, funk, electronic, ethno-jazz and jazz-rock. Kapriz is where the country and swing stage was and Ground Plus which was situated to the left of the main stage where there was a designers market, workshops and exhibition. The last two stage areas were Bereg (Bay) where acid jazz and Dj sets were playing and the Jazz Club was the area for young performers to showcase their talent and hold jam sessions with each other and attendees. Other areas included a VIP Zone, Jazz Market and food stalls all around the event site.

The area that we are most interested in however is Sberbank’s Interactive City, as eventum-premo was the agency behind the ideas and the organisation. The interactive city was free to visit and upon entering guests received passports, which they were to get stamped after visiting each activity. Activities on offer were board games, a library where you could read a book, movies, an observation deck, photo booth and of course free wifi. A Green bar was also available where you could relax and enjoy non-alcoholic beverages and you were able to receive advice on the services that Sberbank have on offer. Elsewhere on the event site there were mobile offices provided by Sberbank where you were able to receive the same advice and service. The balance of leisure activities and information represented and advertised the bank positively and positioned them well to the younger generation due to the festival setting.

Unfortunately I was unable to attend the event and fully experience the Sberbank Interactive City that eventum-pemo created due to illness, however, from speaking to colleagues I heard it was a great event with beautiful weather and attendees enjoyed the activities on offer. The hard work that went into the event was apparent in the office as throughout the week members of the team were absent as they were setting up and getting ready for the weekends events. This event was the last one taking place whilst I am here in Moscow so I was very disappointed to miss it but I still feel privileged to have experienced a wide variety of events and experienced the organisation and lead up to the festival.  It has been an interesting and educational insight seeing the work that goes into creating and putting on these successful events.