The Noste project was set up to foster the rise of new urban culture. Noste is supported by Hartwall’s cider brand Upcider.
Noste is a community for new art and trends created and inspired by the urban culture scene. It’s a channel for those on the cutting edge and their events – the rising talents of Finnish music, fine arts, graphics, design, handicrafts and fashion. Noste is their voice.
Noste encourages creators to get busy: it brings artists together and supports a wide spectrum of co-operative projects that might not get off the ground without external assistance. Noste is not only a community, but also a cultural fund. It will award dozens of microgrants of 2,000 to 6,000 euros to fledgling artists – injecting financial support right into the beating heart of the culture.
“These are small sums, but a grant might be just the thing that makes it possible for someone to record a demo or set up an exhibition, or for a DJ and a visual designer to meet each other,” says Petri Lattu, the father of the Noste project.
The microgrants are funded by Hartwall Upcider. Unlike in traditional sponsorships, the company wants to really be involved in fostering new culture. For this reason, Hartwall will not decide who receives the grants – rather, the funds and their uses are decided by the Noste Think Tank, which comprises active opinion leaders in urban culture. Its members include Ville Tikkanen and Jan Zapasnik of Basso media, Riku Vassinen of Myspace Finland, illustrator Miika Saksi, Valtteri Väkevä of Hang Up and Lattu himself.
“We have an authentic desire to help make things happen and be involved in sparking off new trends. Noste will enable us to be a partner in contexts where we wouldn’t be welcome in a pure marketing capacity,” says Pekka Tola, marketing manager, Hartwall.
The first microgrants have been awarded. One of the recipients, the Top Billin’ collective toured Canada as M.I.A.’s warm-up act. The tour documentary will be shown on Basso TV’s Noste show in late summer.
In return for their grants, the recipients report on their projects and success on the Noste channels. These are Basso TV, launched online in June, and a Myspace subpage. These channels will be built up into urban culture media that have major Nordic impact. Noste also aims to set up a bar/studio/gallery space in the centre of Helsinki.
Noste is not a campaign. It’s a long-term project that evolves in step with new culture.
“Through Noste and its related channel projects, we can help raise awareness of what’s going on in urban culture. In other words, we’ll be truly involved in the process of creation and growth. Noste makes it possible for new culture to emerge,” says Lattu.
For additional information, contact:
Hartwall Ltd,
Marketing Manager Pekka Tola
pekka.tola@hartwall.fi
tel. +358 20 717 2042