Zwerfkeet - a project to bring music production closer to the people!
3 months ago, we started an adventure with ‘Graffiti vzw’ - a non-profit organization from Ghent. They needed gear and expertise for their ‘Zwerfkeet’ project. The Zwerfkeet is a music studio on wheels, touring through Belgium, to find aspiring artists who would like to record their own music.
As a company that is active in the musical instruments industry, collaborating with Zwerfkeet was a way for us to further highlight our mission and vision: to inspire people to start making music.
Phase 1: Gear and Goals
Our first visit was on the first of September in Ghent. The AB marketing team went for a check-up of the situation. We noticed immediately that the Zwerfkeet was bigger than expected.
We had a great chat with the Graffiti vzw-team and asked them what they would need to get the Zwerfkeet in perfect recording conditions.
There was enough space to fill the studio with bigger studio monitors, a more suitable interface, MIDI-keyboards and an acoustic guitar.
Phase 2: Installation and Setup of the Zwerfkeet
A bit more than a month later, Brent and Dries of the marketing team went for a second visit of the Zwerfkeet with a car full of boxes.
Once in Ghent, the teams of Algam Benelux and Graffiti vzw filled the mobile studio on wheels with Mackie monitors, Novation keyboards, a Focusrite interface and a Lâg Guitar.
In less than an hour, the Zwerfkeet changed from an empty van to an up-and-running music studio.
Phase 3: Zwerfkeet Sessions @ Genk
The first week of November was the Zwerfkeet week. Because of the younger audience, it was more convenient to find a week where students had some free time. In November, this was the case thanks to Allerheiligen / All Saints Day.
From Monday to Friday, local producers and rappers were active in the studio to advise younger, aspiring artists.
Producers Chaz & Djalu were available to make a custom song or beat, and Genk’ hip hop legend Don Luca was available for some vocal tips.
On Saturday, the musicians and artists who took a turn in the Zwerfkeet, got the opportunity to show themselves on the stage in a live show.
In the meantime, everyone who passed by the Zwerfkeet got a 10% discount at the local music store Jacky Claes on all Focusrite and Novation products.
Phase 4: Mixing and Mastering
In the last phase, the producers are busy with the final mixes and the mastering of all participants.
The idea is to release an album on all streaming platforms called “Graffiti Beats”, where all of the songs and artists are featured.
We look back with great pleasure on our collaboration with Graffiti vzw and Sony Music.
We have helped an organization with their quest to bring more music (production) to culturally deprived neighborhoods in Belgium. This is completely in line with our company’s mission.
From a marketing point of view, the Zwerfkeet gave us the amazing opportunity to let end-users try and feel the products, before having to buy them, and that is -regarding to us- the best marketing there is!
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Special thanks to Sony Music for bringing us in contact with Graffiti VZW, Gael for running the Zwerfkeet, Wietse, Fatih, Babette from the Graffiti VZW team, Chaz & Djalu for their continuous beatmaking support & of course, to all the participants!
