Monocle quality of life conference 2019 morning part 1
7:05AM Jun 28, 2019
Speakers:
Keywords:
spain
magazine
brand
spanish
years
festival
good
company
coffee
business
people
fashion
world
city
question
madrid
story
day
media
started
So we can probably see
me the hardest working man on stage. today are Josh fenders, whole buffet
ahead of you. Were you talking at first?
Well, you want me to see.
We've got so many great speakers. Today,
looking through developments, there are people in this room, The working property, Huge tech companies working much more small and modest companies. We're all trying to make a change for the better. And I think that I'm looking forward
to today's CEOs connections, we want to have a serious conversation today.
The good that I can bring connected these two things as only the monetary policy response. And we should probably bit of housekeeping before we start, Andrew, but you have to get your food, right, Don't worry.
But I guess
Questions are, of course, very, very important. And they're going to be a show of mine. On either side of the room,
We want to maybe do a little bit differently this year that way.
So if you have a question during the kind of Normally these events, you can actually drive to the end of the tour, if you really want to use jack. So you want to raise points, Just put your hand up, you will come to you. We want this to have as many questions as possible. And now there's always a shyness about being the first person to ask the question. We have a very simple choices. So we've got three really great prizes. During the day, every single question gets asked will be a very
complicated science program.
three bucks about buddy, as well, but that would be announced that just before
today, Before we go, he's been with a small film, which means Yeah, I mean, and it's very good at firing people out. But hopefully this kind of throws you into the moon.
Thank you.
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Weekend Edition is rather good sign up. And we're very
proud to host the wonderful quality of life conference. That was
the world of some of which I recognize. We're going to expand our marketplace. Now we're going to Spain, Spain. Eva, Would you like to take to the stage
We have Eagle Ramirez Garcia
dressed like a Spanish
French from the 17th century.
Welcome to the stage.
We just with your name.
Okay, so yeah, it's, it's good stuff. It's lovely to have you with it with us. today. Ego is the innocent. Salaam is the name of the thing in the sky. It's a cheerful thing
about all the good stuff and all the best things in life.
We've got 15 minutes to do an almost impossible thing, which is to explain Spain, Eagles. I've got the clicker and the stopwatch.
What could possibly go wrong? To man,
When Should we stop trying to explain Spanish?
It's too late. I don't know why every
single conference, I'm the first one. Let's do this quick. Because you're so good in the morning.
I hope that you're working, were able to get a decent cup of coffee, we have amazing coffee here. But in Madrid, it's not easy to get an espresso before 10am.
I used to live not far from
here, you wouldn't get an inspiration for today. And because the coffee shops Don't open until 10am. And the fact that coffee shops in one of Madrid is able to
still open up to someone about this.
I think we can speak kind of lives in the title of the song. The truth is that this should be aligned with GMT should be should be GMT song, But frankly, change it to align your country with Germany. Important. You know, it's been an ongoing debate. And I think that that helps us
explain some of
the habits that we have in Spain with the strange opening hours of businesses even here in the capital. And the fact that you can go to the hospital and visit the patient at 9pm. And to some extent, and I believe so also a world famous yesterday, which I think has definitely to do with the fact that you have so many hours of sun in the afternoon in the window, and it's not getting
Madrid around 630 is just so many people still typing. Yes. Yeah. There's this
phrase from the 1960s.
He's brilliant.
His speed is different. He was coined by the Ministry of Tourism at the time, and it was aimed at changing the perception of speeding
the rest of Europe because people used to say, an Africa Center, just so
much wisdom in those three words. I'm gonna take you an anecdote.
Last year, one of those very fancy magazines from the US that have the titles here in Spain was holding an event. And they had 211 days as the stars when it smell good proof. And somehow you can sell us it's something that we struggle with something more or less like, we Spanish speakers should feel proud that they, US magazine corporations come to our country's Spanish speaking world and up the Spanish speaking world, sorry, and woke up the magazine.
Right. But The truth
is that in 2019, Spanish remains such an underrepresented language. I don't know if you use that in terms of number of countries, Spanish is the most spoken language is the official language in 21 countries and in 30 years, it will be the most vocal language in the US. In terms of native speakers, we have 500 million
speakers, There's just 380 native speakers of the English language. That's the pitch.
Yeah, I did this. And it took me years to make. I couldn't do that. There we go. So
Yeah. So it's a it's quite amazing. When you have all these people in here we have, for instance, at BBC, the Spanish don't have a national media outlet in
its unified publishing market for books
in Spanish.
So there's, there's just one layer this repositioning Spanish in the world stage and that is
everyone here.
lecture you might be will have come across this very annoying song of this particular.
You know,
this messenger is the first song in 24 years in Spanish to reach the number one position in the billboard list. in history, there have only been two other songs. Can anyone Spanish Can anyone guess which ones they were? Yes. Three, In 1973 Fun fact, just had the Spanish version, we are going to have either English remixes for collaborations with with English speaking singers. Why does that happen? In order to understand and meet to deepen
this country, this is where it all comes from. And Let
me give you an example from the industry only 50% of the only thing that is being sold today in the States at the time actually comes from Spain, or this space with the Spanish Oliver. Why does that happen? Because people in the US and all over the world associate the best order
form
with Italian casino, and they will never think there's another country
that produces more but
Italy produces 300,000
times of the year.
Spain uses 1.3 million that's 1 million more and maybe you'll see me as a quality state disadvantage. Business visual brand who asked me how inefficient ranking of volleyball comes together there's this official ranking in which of the 10 spots eight of them consistently every year since 2002 Spanish produces gave you as an eagle Where do you get your own book from? Michael isn't happy I think because we are South Spanish people don't think that Spain or Spanish is sexy enough and we need people from abroad
like Mr. China related comes in organized system
this conference here and it was just
a you know one actually
three sex.
And we have the same
with Jonathan Anderson. Anyway, let's talk about German
German is a British assignment one young woman was
born in 1984
he was appointed creative director in 2013 traditional grand funk Spain started celebrity brand
in the 19th century
was purchased by Safari by a Big Macs and PCs and now has the full line of accessories. Well Jonathan and his team when when when when he took over they completely turned the company around on him but Stephen myself should be convinced he reinterpreted traditional Spanish with
Argentina
Everything
is back there has been a traditional Spanish us for for his connections. And by doing this he has spoken the position to brand new in Spain and we're talking about leather goods that actually have you Hmm, the goods that are being produced from here. Know where it wasn't happened to print my marriage.
One more example about the week that we are not
able to not to market ourselves is Madrid. See the city of Madrid know we have 59 museums over which at least three the surface special mention on the piano
is decent. And of course now And we haven't released foundations are coming
to Madrid Norman Foster Foundation.
So they're doing very well they go from three or six hours, DVDs into one which is the contemporary art branch of season dominated for the first time is incorporating contemporary art, to me see that has traditionally been medieval, old masters and modern. They've had all of these Indians, Madrid is not seen as a cultural hub whitelist Leave that question in the air. And we go to history because they asked me to talk about history as well. And I'm sorry, the DRF
Yeah, we'll get to that.
I
only have two minutes, because I love history. And
I wish that we could talk
about the case. But for me, it was for the first three these three paintings to be discovered in Europe,
Spain, or Eastern, My favorite Roman Emperor, of course, who was actually born north of San Francisco was
born north, One of the city and we don't have time for that. So we just concentrate
in two centuries 15th century in the 20th century, 15th century, one essential year from Spain 1492, which you just have relationships, it could be like overlapping voiceprints Now it's the fall of the Emirate of Granada, which means the end of the seventh century occupation by Muslims, the peninsula, and I see
occupation is occupied for seven
centuries, you know, occupied to come to occupy. And you see a lot of cultural influences wrapping words, the words in the architecture of the architecture, it's been exported to Latin America. 1492 is also the year with the American sorts of returns the beginning of the empire for the sun, in a sense, that's good. It's a phrase that was actually going
by a Spanish, British, It was,
It was an empire was all the way from the Americas to Africa, all the territories, Europe, CC the Philippines. And obviously, colonialism is always a very touchy subject. But I do believe that Spain has typically complicated relationship for its colonial past. That is that when the Mexican President Thomas in December, One of the very things one of the very first things that he did was claim and official apology to Spain
and to the basket. If You asked me,
that is not very forward thinking, who said perpetuates
that feeling of the victim and be victimized and you don't have to to mention American Spain, or relationship one, one point you have between the US and the UK. Now Let's jump to the 20th century 1936 1939, Spanish Civil War 1939 1975, the dictatorship of friends, That means that the democracy is just
eight years older than me.
So If you think of it, neither democracy over me are doing that by
the death of the
the focus stamps, Civil War and the dictatorship are somewhere between 100,000 to 2 million
according to different sources
along to death. There is also one of Spain's most celebrated payments and ports.
thousand and 17 was an old story, which was aimed at bringing justice and healing to
the wounds with the past
and and only initiatives that have the recovery of some of the boys
want to speak. But Hello,
can I find it very good country dedicates so many efforts to find the body of the boys as a way of really happy has become and another open subject there remains the body in front of this. As far as I know, the only danger still married at a monument
not far from here. And he was supposed to be exude in
June and that didn't happen. It was not. So there
is definitely an open topic. got
three minutes, two
minutes. We've got three points. Yeah, definitely. Okay. Yes. You know, I was just confused by that. So
I they also asked me to talk about balancing act. Yeah. Yeah, it was asked me to talk about politics. And I leave that on
purpose,
towards the end. to
talk too much about that. I wish
you could just go with the image that we have, rather than
gain, we have this Prime
Minister. But The last thing was just like, two faces in the streets. You would say that I'm very pleased. But I'm purpose I
worked in fashion long enough to be new to that. But
I think there is something important to say and it's the fact that was much in your court your face and protocol on the point or my idea. Sorry.
Do you
know what I'm saying is it was mostly
Europe is being seduced by the populism sprinkled to the left In the last elections. And I wouldn't say that, my friend, elections know what's going to happen with our brand new foreign rights party box. And even though they did game for the first time, 24 seats in the parliament, The government is from the left, defining the landscape of alliances is still to be here. Same thing with Madrid, they're voting right after four years of the left government and work box with foreign governments who might still be part of this is still a debate that is going on with they're going to be my mother.
And now, to wrap it up.
To wrap it up, so yeah, I have in my room
I carry over not just at
this time is because I live in a visa and eat that is so much more than maybe the estimation, or eating paradise, or the airport with the most Miss flights in the world.
Is it someplace or five?
One of the space people that
live in
nature. And you Lisa, to me, the most important thing about the speed of life on the island allows you to establish meaningful connections with the people that you interact with, with the green spaces. And I'm not just talking about your friends, we're talking about a lady and the post office, who calls me every time that I received a letter for the people in town, you know, the names my dogs, were just the people that you see every single day
are happy. And to me,
that is
quality of life. Welcome to Spain. Thank you. Nice
to see all of his tattoos, but in order to see to see the moment, he has to be naked. Wait, wait for this evening. That's fine. Explain.
at the most.
And we thought we'd
maybe maybe start with a bit of the story. We sort of grew up at a time that used to be Tower Records in London, used to be able to go there like on a Saturday night and migrate magazines. I love those magazines definitely that we always watch them many, many years is New York Magazine. And specially under the tenure of boss became known I think for journalists really around the world. It's a place that had a kind of creativity, always envied How much was unpacked an extraordinary yc photography and design. The magazine is this one. So many awards is extraordinary. Adam Moss certainly has a mantelpiece at home, I think which is remarkable dusty, with a number of trophies kind of
piled up on
the album, We had time to take
this it's a
it's a if we can make something.
So New York magazine has done a kind of thing, its identity to brands has become a global media.
And that happened early on do you watch?
How did you think about sneaky? And what is a city magazine at heart? And How did you turn that into something that was global? media, Brian, that everybody
sort of begins with the family magazine. The first one was, which was it was the You think it was the magazine, you think very much that it's very local. It's really about what's going on in the streets of that Place Embedded. It's being geographically situated with the boundaries of New York Magazine, developer and blazer, always thought of it as a sensibility more than a place. So that was always about the New York idea. And then
the New York idea, and the New York idea, From the very beginning was about looking at Washington is
that looking in London is
about looking at Hollywood. It wasn't just in City Hall in New York
City. So when I came along 35 years
into the student magazine
that coincided
with the
sort of the beginnings of digital possibilities. space, and digital space completely
changed the distribution of magazines, the just the next needs to be distributed, physically printer, print magazine is through the mail. And it was very, very hard to get outside of their city, but suddenly trying to put all of our stuff onto the internet, you can anywhere. And at the same time, New York was as a way of looking at the world was becoming a very popular export. So all cities were looking a little bit more like New York. So then what we produce our product really wasn't New York City really was a kind of sensibility that we thought is New York sensibility. But really, it's just an urban sensibility global since
you don't mind.
Me, Where did this story meetings look like every week? Did you have to mediate something to do one of the world's most important cities? Washington down the Amtrak? Yeah, online? Yeah. And then, of course, a bigger media market as well.
Yeah, well, basically, the, the the sort of meetings is work are very competitive. People are, you know, working very hard to impress each other. And that is, I find extremely successful way
to generate interesting ideas.
And, and people get terrified of them. So they come in, they prepare something they and they pitch, you know, and if they can get their colleagues excited about an idea and
the idea,
it into the magazine, or into the deeper parts of the magazine, you
publish 150 stories a day. So that is a lot of content that we created that requires a lot of ideas. So This is
sort of, you know,
continue to make it happen.
Basically, the basic point is, it's not
actually I mean,
you have a New York City idea, and you live in New York City, or most of your contributors live in cities, but the but their lens is very, is very global, and also very sensitive to the times. So for example, you know, the magazine itself is over the over the history
drifted in and out of concerns
with sort of, you know, scandalous tabloid ism and then it got some very serious And, and, in fact, very politically inflected not just
with the election of Trump, but within the last three years.
When you think about the city, though, you know, still somehow articulating for New Yorkers. That sounds good as on a global scale. What do you think is the German media in your writing the story of
the city,
reflect back on yourself? And maybe an interesting point, I think I've read that you, you've never had a personal Twitter account, you've never done Twitter, because you worry not consensual everyone is this guy
told off you want to be out there, you want to kind of surprise people
to jump in our
way of telling the story of our separate the two things that sets me apart, in the
end, what's the job, the jobs, I mean, really, honestly, it's not just a city magazine, but you know, I think the job of all media is to essentially be interpreters as well as, you know, sir, getters.
And, And then to create that, the great magazines, the great media companies
into an error, and then use their media vehicle as a way to tell a story, stories, but essentially, it's telling the story of that time. And
In my view,
able to,
they're able to sort of
read what is going on, and then translate a lot of noises, a lot of static a lot of information. And they take that information, and they somehow
converted into
something which feels intelligible where people can recognize themselves. And not just what is necessarily going on the public sphere, but also what's going on and what was really very much New York,
what's going on in the food they eat,
and what's going on in the sex they have relationships they have, it's, you know, in, in many ways, it's kind of the present tense. This is created
by me.
Social media, you know, really, honestly, I shouldn't be on social media. And so it's like my own failures as
an introvert and somebody who was terrified community.
Otherwise, I wasn't, you know, some crazy lurker, I read read everything, because it is, well as a lot of I think destructive qualities, particularly for journalism,
Want to
It also is an incredible
disseminate information, you know what to do that? Are you around the wave? Of course, when social media was swept across all museums all over the world? What was your What was your first take it was your New York Magazine? Have you when you talk to management, when you talk to the publishers? how we were going to deal with this? And maybe you can say,
we're bad enough as well? Well, I mean, I think that, you know, we always we think of everything, I mean, we were not afraid of digital, we're not for social media, we think of all In general, we have a sort of the world is changing, changed with it, kind of attitude, try to make that change as positive as possible. But there was no, there was no saying that, like, there's no resistance to you know, the resisting social media, they're resisting audio, as a storytelling medium or video as a storytelling medium. These are all things that New York and and myself, embrace. And you should try to figure out how to do ask the most interesting way, Or attitude what social media always was, Use it carefully use it? Well, what we did there was interesting. We were basically using it just to promote the material we're doing on other platforms. And then we did a story that we thought was a very important story about the accusers of Bill Cosby.
Where we assembled
35 the witnesses before me to had before you knew the phrase need to We assembled 35 of his accusers.
The cube is plus one and two chairs to symbolize those people has come forward. But we're also accusers of Bill Cosby for had their own kind of need to story very important for us, and very important in the history of your magazine. And I think also sort of the history
To me to consciousness.
But the night, the very night that we're doing the story of our website crashed in such a way that we were, you know, very conspiratorial is doing that It had been hacked in some way by,
you know, Bill Cosby, You know, who was
That wasn't it, it was just actually a complete coincidence. And we're breakfast yesterday and worked on for so long, and marriage was so much And, and we got the idea very, very quickly, that we could use Instagram for using only for promotion to actually publish the story. So we publish the story of one woman's account after another On Instagram post, and for the very first time, we recognize that Instagram and that place, You can say this, about almost any social media platform, you know,
was, was a wondrous thing. And was in fact, another another way to get information out
there and not just sort of
pull people into some other universe was it and that really made us think sort of a
platform agnostic about
about where we published our stuff. And staff, we publish for every readers who gains more readers, basically, for wind, Other forms of media, but we're sort of addicted to the social media experience, time to sleep will find a way to get published,
important to me.
Because
running creative businesses, companies, They need to
be ready, give him some of his best
competition,
raise the bar,
But see us
as 150 stories. You can be on top of all stories, you have to let go of some things, if you're trying to inject creativity, If you're trying to keep control with what was what's your hands to do that because if everyone looks at as a pretty seamless
package,
Just give us some tips and advice on how to run a great company like that. That comes true to your vision. But I presume you're getting results for agents around the room.
Yeah, I mean, I think the first most obvious thing is required. If
you haven't, if you have an institution that produces that much content, You can't
be anywhere, everywhere. And so you hire for a particular thing, obviously, you're hiring for talent,
Definitely. But you also hire
for us sensibility fit, and you will not have to, You will not have to teach them what you're about, they kind of understand immediately, that's too hard to teach. And so that becomes part of the sort of hiring filter. And then at the same time, you know, you look for certain personal qualities that have to do with adventure, adventurous spirit, have to do with some decency, and how they play with others and that sort of thing. And then you get them in there and you let them go. You just let them do what they want. And you create, in some ways, a sort of contagion of approval for risk. I think that's very important that, you know, risk is seen as a positive thing. But The other thing that you do is, then you do have some people like me or many other people are
in similar positions, because me
who intervene at the last possible minute, and just make sure that it all kind of fuse to the mission that you so carefully work out.
So that if you went all the
orders of freedom and creativity happen
in part of the right people, and then you've made adjustments at the end to make sure that what you're publishing as a kind of control,
control the voice of our point of view and tone, and joy.
And then you tend to get some
mentioned competition, we're going to go back to their questions in a moment, You no longer have the title, what's the health of the magazine, the business side of things? Are they doing?
It's doing pretty well. But it's, you know, look, media is rough going, It's a little bit different here and here, but I think, you know, you're you have a
medium that has existed for, you know, 100 hundred 50 years, with a very weird business model,
that has to do with advertising that
that, you know, could be measured, and this kind of habit of advertisers to go into magazines, where they weren't able to kind of really see what the impact of their
their ads were. But it was the entire way that it fueled extremely expensive business. And, And it worked for a lot of years. And then advertisers got means to advertise in places like Google, Facebook, that kind of thing, where they were going to actually measure in more precise metrics, what they're doing, and I still think they should be
prioritizing in
media, there's lots of reasons for that. I'm not going to bore you guys with that, But but I have heard a lot of other people.
journalists were working. So so suddenly, Yet, at least the United States, of these magazines was at least some work portion, what had been the financial fuel for these publications, so it has two very, very, very quickly find other ways to make, to make a living, And to stay in business. And, and it's almost like, you know, media is constantly start. So That's why you know, racism into video as a new form, which is like, you know, what magazines know about video, not whole lot. But it had to learn very fast, because suddenly, that's where the money was, or it had to do events like this, you know, we do play events like this, and those things would have been relatively inconceivable. And 15 years ago, wasn't it wasn't our business, we've had to learn how to do that, how to make it our business and how to be good at it. And To me, it's really thrilling. It's a great forum. Same thing with audio.
Now, right now,
New York is since part of six month, journey to subscription
Used to be we're all part of expansion digitally for free, Now is turning is asking people to pay for that. And, and that's been mostly success. And but it's, you know, the sort of first wave of super loyalists. Yeah, absolutely. They'll pay me and that's great. But on second wave, you know, you sort of like, just keep teasing them with more information. And then you're, you know,
like, prove it,
And then you prove it, and then they subscribe. So there's that then there's a, there's one other important piece to works business, which is e commerce, The magazine itself, that physical medicine, what you're talking about before, was always very much in the business of recommending things. That is what it did, and told you what the best foods just like humans, Told you with the best restaurants work and told you, You know, what the best products were, it was and it was very good. And it was excellent. And it And it didn't with the spirit of adventure and finding this funny, they never took itself too seriously. And yet, it was actually it actually did take itself secretly, seriously, in the sense that it did these things very carefully, not just for the quality of the thing, but how will fit a kind of space zone with the magazine fine. And It wasn't too difficult for us to figure out where we should just convert that into a virtual store. So we created this thing called the strategist, which has been an unbelievably big success. And, and Originally, it was just sort of, you know, turned into some bland catalog of things we recommend. And then we realized that that was not
Awesome. That was better. We then relaunched it as a whole, and but
the kind of lunacy and secrecy.
That is a homework of what New York is about. And people started clicking on that. And then they actually start to buy the stuff that they clicked on, because they believe they weren't the soul, they suddenly suddenly believed in the authenticity of our recommendations, were able to convert them to this digital sphere, very successful rematching. Bird.
And, and now it's, it's a
big chunk of the business, We
have to go to the
very quickly, This is important to sort of identify who these people are. And what is success for any of us. What makes us the top top of your game, and then a freak scientific analysis. Yeah, I made you request and everything you do that this is, in a way right into your big, other interesting things. Just just be very specific. And maybe tell us how that's changed. What you decided was success and what he wants to do in your life. Right. So
yeah, let's say that the accident was itself the catalyst,
but in retrospect, that it
was meaningful and happened at the time I turned 60 years old.
Which, you know,
I don't think what a matter of the coincidence of that, and the accident,
made my life precious.
I have been doing the work of new institutions for 40 years. And
so it didn't occur to me that
one big, My life is precious, I'm going to do something
meaningful. And then I was not going to know what that meaningful thing would be unless I left the institution. So I decided last summer, and that I would even more, which I did. And this
phrase that I used to think about,
I wanted to see what my life would
be like with less ambition. And This just sort
of popped up now.
But it turned out to be hot. That's really what I'm trying to do. What if the ambition, which was defined in my entire life, is not accurate, actually provided for me personally, the best
quality of life that I have, and what would
it be like to redefine my life around other values? So I'm
trying to figure that I really
burn along like this, there was a lesson pretty much how I feel.
And it's pretty
fun and exciting thing, although it also has the sort of existential terror.
And we have a few minutes. Anyone want to jump in? First
question for granted, by the way,
is truly one of the most outstanding editors In the certainly the English speaking world. Maybe the Americas want to say that, as well. There's microphones on the other side of the room. If anyone does have a question, really, we definitely the first break. So today is those prizes that's going to
cause y'all
crazy not to die, but he's gonna
be here to one of our most long standing delegates, I just the probe and the governor here just to tell us who you are. Where are you coming from? unlike last night? Your question, Mr. Mr. Ross.
Good morning. My name is no no I coming from Kinshasa
Democratic Republic of Congo, Pick up service, just you know, in these days, you know, who are your competitors?
Everything, everything everybody
time is the competition. So than anything that anyone uses to take up their time sitting here competing
with, with what we're doing, times the most precious resource
people have, they're using it all sorts of different ways. So that's another question for your question is much more
direct. What are the specific competitors? And I would say,
I would still say everyone, everything because you have We thought of ourselves very much as in competition with the
New York Times. And with the New Yorker, other other brands, you will have New York in their name, but had a distribution which was national, international, And then the other was national International.
What we do out of fashion,
Inevitably, we compete for you know, a lot of the new sort of fashion
websites
We Do we have a crazy fun, great entertainment site for culture That's in competition with
your entertainment media.
But really, honestly, it
really is, you know, you if you're spending if you're spending
two hours a day
listening to you know, audio and doing this
one project and doing this to do sort of trying to figure out audio narrative, I have this all these gigs where I'm
sort of trying to figure out storage on
them different other media and And I've learned that you know, people spend two hours a month you know,
listening to Audience stories that's amazing to me. And so that becomes a very traditional media kind of thing that becomes as as important
and better as a straight
out of most graduate with their I think it's no it's great to be with Monica the first question morning comes from someone who's come from Kinshasa.
absolutely outstanding. Speaking to, I think you're going to be around a little bit as well or rock on his
back, I'm going to see who's going to be teasing this time. Seems to be right
across from us, right. And often.
This is the internet.
We didn't look this
pretty chill out.
So This is how schools We did this. And usually we kind of look back on someone's success, which we are going to do, we're talking to Dan Fletcher, the chief innovation and development officer for Primavera sound amazing music festival in Barcelona. Next year in Los Angeles is the man who knows what backstage passes coming out of this Shadow Man later, You guys see a short film to explain for those of you who don't know what it is, what it sounds like, what it tastes like, for the night. And then we got 15 minutes again, to talk about what it's all about. Run.
That's what happens in damage.
So we've got sort of five points, and we've got 15 minutes to do this. And so I want to
start talking about how you
work with cities. There's people in the audience here, that's one of the themes about
cause your life of being particular cities to do this. How do you start talking to Barcelona Town Council, saying we want to have a massive raver?
How do you start those conversations?
Actually, I'm to say that a real redstone has been growing very organically, You getting started as a massive event.
It started in a smaller venue. Bull overspending
with held around 1000 people.
But when my where we stayed for four years.
When we realized that we couldn't grow more.
There was another venue that was brand new up at the moment. Hello, use that as part of the phone.
To see
you. We developed area in Barcelona. And we spoke to the City Council. And because we thought we could provide content to the women and the agree, we move there. We've been growing, they're taking more and more space this year here with us on was filming therapy
in tears of secret. Yes. And you see some of the venues that you've talked about are big sort of assets come out. Sometimes most places necessarily live on the outskirts of science. But you've also been clever as
a as a festival and as a brand. That's
to use
proper music venues in the middle of Barcelona and Coursera and incorporate
those into the festival into the city using the city to make festival rather than just landing on the UFO. And going crazy
for a weekend. That's quite important to you to be part of.
That's true a Memphis?
Well,
it's filling in through this Thursday, Friday and Saturday, You have many exciting events during the week, for us is a way of linking some visitors to the city.
So that they can leave the full personal experience by own events, smaller events during the weekend. And
also some way of giving back to the city. Because we work very closely with the council to close the borders and
so that we can provide content during that week for private and public funds from master teacher. And
It's
very interesting how you want me to come to the festival
for the
three days of the main festival, but you said to stay there the whole week, you must be Roma, and neither for Muslim
experience. And It's important thing as a consistent thing of, you know, into festival spirit
kind of stuff
in on the weekend. But this is the thing is I guess it incorporates the sense that on Wednesday UCF is doing this in that and meet other friends on the Thursday. And many It is not always the Friday and Saturdays have to be the big night in program kind of around it. And
I suppose it's also very important for you to have people from Barcelona,
Georgia and the cities in which exists to counter is not just endless EasyJet flights piling in, it's about Okay, everything in the city and flows, how do you kind of make sure that
run that 60% of our audience comes from outside?
You look at the profile of the people who pick up the festival. It's it's quite diverse.
It's
there is too many people waving in the 40s, who is going to the festival. There is also a growing younger audience that is coming
to the festival. And it's interesting
that we
I don't know how
we might manage to do this by our audience. It's
mostly a development manager saying I want to handle this.
White people who can desk for a few days haven't done this video, or the venue or
wasted Two or three
days
is most of the calculations to account because they have music and they love the lineups we I think that is what this thing.
And this year last year, is that this is this this is this we have gender parity. I think that's do
the first festival to do that. In a world where everyone from the main star down was
5050 male female split.
That's something that's a nice headline. But it seems to be clients in the spirit of women unusual music festivals to do
you mean that? How do you how do you kind of go about something like that?
very first thing that comes to stuff.
It's very interesting. We didn't know
about this,
There was a manifesto by by
an association of
festivals
scare me Last year, stating that they they wouldn't aim to have a gender by the lineups with a feature of yours. So we said Why Why wait for 40 years, Then let's see what what is available is here? And What can we do? And then we realized that most of the rest of our albums released in 1984. So we I don't think this industry systems is being quite difficult In terms of finger pointing. But we like to push everyone agents or managers and say, Okay, why don't? Why don't we do this? Let's Go,
Let's push things. Maybe, maybe stop and say why don't we need we would wait three or four years to make this.
I have to say that
every year. This
is really really making my first beer. Not just
what you've done as well, for me, Specifically, this is, this is the time to begin. Because you've
done amazing things with a brand.
Even a record label or radio station in a creative and design agency that's kind of come off the back of you doing some of the really sexy branding that you've done that people can see on that screen of different things. kind of part
of the plan? And was that just another inflection fluke.
For a company, you you think for instance, if we did it instantly, Last year, There was something
behind these
When you have a big festival where brands that are competing to create their malls, or radio activations
of each other in 2013,
at Vegas that you do something that grabs the attention from from the audience. Yeah, when we realized, Okay, why don't we make all the brands work without making agency so that we can integrate all those activations and make this campaign
laser
focus. Sometimes the circulation is product agents that don't work.
So we did that, and it worked quite well.
Brands were very happy this year with older activations.
We, we got very good feedback from artists around the audience saying that they have interacted with
this year,
constantly could be on that on the brand's front? Because when events is sponsored, sponsored is that how do you do that? so that it doesn't look like the bad guys. Welcome to the Budweiser dollar.
And I How do you make it soft? And incense in the music music numbers? I'm very fussy about that.
So How have you done that, to make sure that the brands are satisfied, but also
people that are coming to us.
We try to integrate them as part of history.
So that they
has something to lose. But that is part of the
experience on the other venue.
And we can make this year we want succeeded with this.
For example.
Our sponsors was
a weekend and
they we brought Wonderful
Clothes.
Stage there, And what we have
Shows going on, on
the date on the
world, he
was the winner.
And I suppose one of the things that you kind of alluded to as well
is one of the lobby theaters in Barcelona
is is not letting the brand or other people's mindset for some years stuff that they can they can interact with
this fantastic
radio station.
Yes,
We as we know that
we want to nurture and have a community of music lovers. We cannot work with them. And we are back with them just for just the weekend. So we started our own
radio.
Some people are live.
And
We are also many events, many
shows and
we have a record label
with three different sub
labels. One is
for the music, the other one is for music and
the other one is
maybe the music. And This way we managed to nurture being that we give people what
they're interested in. And just finally, I mentioned Los Angeles in the beginning, you're doing an awesome moment in the future. And next year and this year, next year, In 2020. In Los Angeles. Again, how long have you been wanting to do something similar?
When you start talking to Los Angeles
Somehow we do this we knew that we wanted to do something interesting is because we find that it's a city with a similar vibe to Barcelona. Very creative. See.
If we go there, And
we center
We were considering the different ways of approaching a break. And finally we found a local partner.
It's
quite quite some there.
I'll see you now see.
I'm going to end up doing the jackets
on now. But what's the festival attire
You're free to
actually if you work around the festival you see helping others
Yeah, I am in Spa I'm on the streets documentaries. I'm It's too good to get a festival for that I haven't kind of infection is showing like how to set up your own festival.
Talking about opportunities and entrepreneurship that's happening. Next, we have five wonderful business people up here, we're going to reveal their time in the wonderful benefits.
This is the first
time And I
could not be happier. I've been pressing for this moment for many, many years, You will discover why is kind of
this is this is
the star of the show. And you'll also discover his kind of entrepreneurial startup trigger, as well.
So this year, You guys made interesting businesses, you've got great ideas, Some of these guys, that are all kinds of people that you might want to check out for the company, maybe we should be investing in businesses. And we've got a rapid kind of speakeasy style, We're going to get everybody to tell you a little bit about their business. And also a really interesting thing that both struck me and Fiona, during the pitches, that's you're welcome to grab a table and the mindset and so we're ready ready for the off.
home football team. As I
said, we would be a terrible coach. But
one thing
When we chatted to all these people before we
would be
falling apart because we speak to all these people. They're all doing something clever than just making
the whole call a big idea, who found a way of actually doing good for the world around him.
And I'm going to finish this book campaign.
So we'll get into introduce yourselves. But I find out that a kind of amazing
bunch of people.
Tony, I'm going to jump to you first. Tony, I've met a couple times he's based in Parma. So you run a fashion manufacturing company, And also retail business. I just want the interesting things is you're trying to bring your production back here to Spain. When you think about your business, what you see is your your job, What was his
views your brand
should be on the
device and shot basically. And with a group of rice, which I
mean
it's interesting because it's a very personalized selection. The whole
assortment is cherry picked by us
is a British person.
We started in 2006
different position.
And we went to work
every day with our passion.
And when I do see you in Spain, Under the years that you've done it, it just makes me Everyone knows we're trying to get you got remains water you get on that flight path with people going off to start up their fashion brands, You've done a journey. And now you're going in a different direction. You're like, Okay, we can do this is planned. How important is that becoming a part of your story, as a manufacturer as a retail is
without the written word in mail, the way we found kind
of opportunity to produce our own stuff. We started
in Portland, where everybody was going after like three years, I got a
bit saturated, it was more
people just looking for volume. And we cannot occur that is very, very hard to work hard to find partners, which can support our small and
size company. That's why I
started looking for companies in my hometown, and in Spain. And I found several ones very interesting, actually. Really, really happy for nine so glad to be here. I'm working with people who
were interested in the same thing and excellence. And I'm very happy for us When I'm going to challenge
Unless you're a founder of Real fabric, vintage shops that some of us will make a few purchases.
So tell us Is it fair to say I'm an accidental entrepreneur, I feel that you never really wanted to start a business at all, it was a it was a passion project. We just thought I want to see these products and shops
and traditional products. And I want to see
exactly what you were saying the Spanish traditional brands.
When I started millions
upon upon
their ceremony, I keep popping up around. I wanted to do
something I was fascinated about
I used to work for
an international company this is
all helped locking
this with a master class. Next
model Hmm, who's paying
to living on the road on this time,
A, I don't want to do something different. I went abroad,
start appreciating it a start to learn to proceed with the hammer home.
I was born and raised in some
painting and
shows coming off the floor in Hollywood celebrations. And I wanted
to reflect these species on these
manufacturing
units.
Obviously, running a fashion brand is bit dangerous.
That's Good to know. Now your brand brand as well. I hope it goes to the store had a really amazing store here in Madrid and doing extraordinary things just give us the pitch that you tell people when you're explaining the business that you're running you can you can start a traditional fashion business change the game? What is it exactly that It is up to?
Yeah, well it was much was that they started into a fashion company and I decided I want to bring in a truly sustainable fashion company I believe. Now using natural resources
and recycling.
The new generation of recycled products with the same quality design is the best on
the bottom when we started the company to recycle
Recycle a very small percentage. And they were not
very fashionable.
So we have to start a
fun new company with
my son afraid another reward that's because the name because of them.
And we opted into a 30. Basically, we recycle different types of waste, plastic bottles, discarded fishing,
leftovers, coffee, cotton,
etc. We have about two 405 different family this year. And then we have performant these programs, we have one of our upcycling users program. Program,
which started in 2015, we started convincing Three fishermen, let's put the container the boats, and all the way that they're connected. And the next time they have the mechanism for students, Instead of throwing it back to use. Now they were operating efficiency, More than 400 tons of waste in the ocean this year, which we then converted into partially on fire. They were replicated in Thailand. So we're working for the government of Thailand, do the same thing, I believe every four months. And we're already operating who can run some huge response. And it Will you try it The other day with $1,000 with 7.5 pounds of waste out of YouTube, one day 7.5 kilos diet and several kilos of plastic. And now I'm trying to work with the Northern New England. So hopefully us will do it with more than 20,000 fishermen from Southern France, Italy, Croatia, Turkey. And I'm
going to be talking about a
friend of mine performance going on.
Just Tell me, what
is your challenge entrepreneurship when you're running a business and making money and supporting your your family?
And what don't want to use the actress? Because all you're doing is mine interested in it? Do you see your job is making fashion? What do you see your job is trying to clean up the oceans?
That's a good question we have. We have the equity company, which at the end of the day, we run on a fashion company everything is that we we try to do things in a different way.
We believe that what you do is not enough anymore how you
do it. It's more and more important.
And then you have a call Foundation which is in charge of.
So I dedicate like 5050 To be honest, have more fun in the other part.
But I have to say jack, Nice to meet you.
Why did you start your business? Why did you start?
So we've been we felt like coffee
for almost three years, even though we may have been four years ago, when we were starting with nothing to do with coffee. And
at that point,
the crisis economical crisis. Yes.
And we were
into the market. And we had no jobs from we studied architecture, Paula and we did product and graphic design. So we found hospitality. And we found specialty coffee. So a nighttime coffee was to be a things be smoking, and we help you out with it.
But The moment that everything changed was when I was meeting Spanish copy championships, and he wants to raise the championship. So at that point with that speech, Going to that world championships, We thought that we were beating any other place. We just we wanted to do that secret service.
Yeah, The main goal was to expressing that that's not only
the coffee itself,
It's also in the spirit
of around. So How do I have that
was our main
venue. Or, Here's the first half of this
weekend, my feeling combined, which is your friend. So they don't want this is nobody's focus on money, money
is designed to protocols,
or is that so a one to one half years ago, it's easy to use. So
This is basically specific company.
I'm just interested in coffee
shops, long tradition of
social function, it's not just
silence,
it's not just the cup that you're dreaming,
The Amazing, that's also been experienced, and then leading up to that focus on
football, the
band is somebody who has to do that.
Yeah, so somehow, when we travel around, and we see other specialty coffee shops, sometimes we feel like we are having the same experience. As if we were walking into
the chain,
right? You go to will kill you order your drink,
and you wait to the
goal and get your drink by.
And that doesn't feel great because we have like a different base and the way that we work so we move the screens on the special.
And we thought it's also the confusing for them and hot cappuccino restrained a long
black, black, white.
Nobody knows that. So the first approach was making a really simple statement just calling the coffee as we go. In Spain, making relationships with solo go to college. So we can speak the same language. And also use
a drink basic
milk and coffee that is the most Thanks. And then trust me is what we want to be.
Oh my god, this is
very, very nice to meet you. My
Spanish is by my Spanish accent.
We have remained friends last night.
Actually, the story of this
episode was found thrown way in
an abandoned job
and was ready to move into a
Just tell me how this became only the starting point for running your brand. What was the thought process but the winner from financial dog thrown away to starting a brand? And we've got all these products? And I'm sure it was Sunday.
Same time. How
did that start? Well, it is very simple at the end because when my my partner and my husband and our
band will be in Indonesia, which is the northwest of Spain is quite rainy there and the
temperature will be winter, it's quite cold.
So we gradually realize how difficult it was to find
simple accessories in cold or
an ice or an ice cold. Our ankles Just by the way is fine. fisherman's
cola ready, when
will we realize
that it was difficult to find Simple things for.
So You said my partner and my
husband. He's an attorney,
or artist. And I've worked
for more than 10 years in a fashion company. So I have connections and networking. So we decided to start the project today. Maybe with
my skills and my connections in linear from waterfall. As you probably know, they're very
nice tires and producers. So we started the products to develop these
fashion brands to manufacturing
in the army. One of the three most important
which is
$180 value. This is
this is a key audience and just tell me Now The interesting thing I guess about your brand and connects them with all these people, You try to do some good as well. So you some of the money that you make, you're putting back into animal welfare projects.
Yeah, we'll collaborate with defense
In English,
with local projects, And you also work with local
makers in and suppliers to the sustainable production, entire software proximity. And also earning is to to produce lasting
clothing, you know, so that the owners don't need to be by
making
up for quickly. So of course, the amazing group of people is doing an extraordinary business and you should go and see the scalar work is done. This is a fascinating story. recharging production man now America's organs, people doing some good through the work that we do so from you what you'd like to learn as well as entrepreneurship and, again,
cause some people outside The first hands to go on.
driving home, Take them read tonight, there's not a lot to us.
If you say your name and where you're from and the
question
I just wondered with these traditional brands, whether they should be kind of kept
frozen in time, or whether they should also
evolve. And especially in terms of sustainability are many answers because traditional Spanish ran a green was and I thought it was food for
thought. Wouldn't it be great to agitate that brand and evolve it with our current times
$5 in traffic, right, we work for one year
Before
we start and I began my quest
swanky on the Now
before
we see drama,
and monetize a lot
of these guys, someone's
I really believe, Since I don't want
to find it, It seems that we don't want to sell
Time to finish.
We have a way of life
In some nice way A to get them to
use I'm also
a lot
of difficulties.
Taking research, It's fine.
But last question, would you say to them, again, you got a nice product. But if you really want to do well, you're gonna have to change the way you make it. I didn't, I didn't think you'll be very important. So The question is, what
would you say that Jesus a nice product. But actually you need to do a little bit of what how you make it to the few if you want to really pass it on.
We have them in
the product. And
inside of the product because we are
market we know the customer, the customers want
to happen to
me. and gentlemen,
My name is Tom Tom. So I also work with social enterprise accounts. Javier made a great quote he said, what you do is not enough
and how you do it.
Or If you could expand on that and tell us more.
Thank you
Well, at the end of the day, I mean, when you work in fashion, you realize how politics is fashion industry. And The more you get into this, the more you realize that we cannot keep on working with him, we're working on the belief passionate kind of just about looking good, as opposed to what is correct and feel good about. Because at the end of the day, we can keep up consuming t shirts of three Euros, which each of those t shirts needs 4000 liters of water. A billion people are going to be 10 billion people by 250. There's not enough water to keep on sanitation for three years. I mean, I don't know, if you saw the film number one, you saw the film on the you know, when the Russians had to give water to the competition to understand the drain on the ice method to use. Unfortunately, with taking the water out of this country's media in Africa, and giving it back to the politicians, it's not worth it. So I think that anybody would make it easier now. But the problem is how are you making that issue? is a T shirt?
not destroying the planet?
Or is that T shirt?
Looking after? I think
so I think it's the same thing monogamy with fashion, I think with buildings with a lot of things. I mean, for me, it has no sense right now to build a building it is not efficient because of energy resources. So I think how you do it is more and more
of you being here, this is actually my opinion, The ways to make a very diverse, I am in
I totally agree with your issue. And If I have an integration, who
is it, this is the only way we need to stop, Think twice and restart the work again.
There are other possibilities on comics and just 10%
of water use to make the same quantity as
cotton, for example. And it's a very long conversation. But it's time to stop, Think twice, restart and be a
different world
from our parents.
So
that's my answer. It's not about how many pieces you produce.
The world is made of plastic. Fantastic.
So we we need to go back and do things we have with our hands locally. with excellence. Less is more, You can do it. That's what we have been doing. It was successful for us. And everyone is putting the
light on us.
That's a good thing. So I think something. And We have
another question from
another hand.
Hi, my name is
Gina. I'm an American company in fashion as well. But I have a question for Javier. It sounds like you're doing a lot of like research and development,
like
into creating how you can take the weeks. Do you have any plans on how you? Would you share that information out to other companies, other brands? Is there any thoughts of like how you can kind of take what you've done which our faces are kind of getting signed up to do similar things?
Why? I mean, obviously, yeah, we have been investing a lot since then. A lot of innovation.
And right now, yeah, we're thinking about creating this fabric division.
What do you want to use our fabric. So It's a good way of sharing. And also we got off collaborate collaboration to the year with grants rely so
that way, we can also share what we do.
And unfortunately, with a too much waste. So we're not able to absorb all that waste.
When you can see, I mean only 400 fans here in Spain, but even worse.
So we need to start collaborating with our brains to give us circular economy, ways and all that we can produce
coffee in the spotlight tools on the coffee world just as strongly as fashion. The people who come into your stores? I want to know the farmer who is the I want to make sure to get this cup from him. How much water you wasting the tap running with it? Do you find there's a question about that? And is that comfortable? Or what
exactly is this thing to change the world.
So
without thinking about
how we get our coffee.
So we work with importers, We Trust,
Working with
producers and co writers around Central America and South America knows the stuff that they don't operate To see markets. So we paid top price over fair trade or rating bars to based on windy and trying to live a little
more religious relationships to the long term. So
producers in Central America and South America can
build better coffee and get paid more
for doing that sort of things, and also improving the quality of life into their farms, and also the salaries of
the features of the coffee. So
about that coffee shop. It's mainly about coffee resource. In the box office, I'm never in the work, we use this thing.
That's our customers one. We also want cinemas all the time we are thinking about this day going past our plastics or how
can we motivate people to bring their own
glasses, I don't care if it's a
pot
was enough to be done.
So diving
is a major company has a lot of natural properties, which sometimes people are not aware. We have this programming background, we collect the leftovers from Saturday that every morning,
which we then try it out, we converted to power.
And it's amazing because UV protection is past its prime, some you can give to coffee, a lot of technical properties to the garbage can. And some huge.
We're going to
keep on asking that I'm going to use probably like two minutes, I didn't want to be in conversation financially, because these are probably sustainability. Which is great, Right? But we must remember the humans in science and the people in manufacture. First of all famous story is one of the reasons you like to manufacture it close to home, because you can see the factories and
meeting the people making the words,
especially for us We can use with humans is that.
So this was the very first.
So we need to be very
close to suppliers because of the control.
Because It is not easy to
the sciences of the most
challenging processes thing in the world.
I should wrap up on a
car or rocker box.
Amazing Hello, the terrible thing is that the talent on this stage should sustain a whole day and conversation.
But as we said just the most important thing is that you get to go to a coffee shop, you get to have lunch, I really encourage you to find these people I know the most is staying around to have conversations. So if you want to talk to him about how you managed creativity, or you managed to move yourself out of your business into a new general generation. He knew in the 50s and 60s, He's going to be around but can you decide
considerably.
And while that Andrew does the
mid 80s 90s. And well, if everyone
maybe sort of code Cuban coffee machines warmed up and everything else, Thank you very much. We have a
35 minute break Right now. And as
you go out, Of course, everyone's always been interested, of course, who's in the room, we got some more facts on that a bit down the
list. So you know who's sitting around you,
That's going to be given out just when you go back to side.
There's also some books to be signed, enter the new working on a few books as well.
The speakers have
an amazing future retail center, Alaska, we sign copies for you, Please go find it. And The other thing is, your screen is certified so I can guarantee you guys they will take you.
So we're going to chat to them as well because I began
to manage
your business to move on to your community to move in the right direction. I hope this conversation is for us the rest of day.
