WE LOVE TO IMPROVISE

magazine

AUGUST 2010

BETA

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Brazilian musicians Rafael Rocha and Qai-fi hosted a 3-day MIMA songwriting workshop in Sao Paulo, Brazil from July 26-28, 2010 for students at ACM CDC Leide das Neves. They wrote, recorded and filmed an original Maracatu com-position with the help of Buguinha, James Lino and Yuri.

NEWS

PAGESTHE WEB 3THE DESIGNER AND DEVELOPER 4MIMAMUSIC.ORG: CHALLENGE AND STRATEGY 5-7THE RESULTS 8QUOTE: Jeff Bezos to Charlie Rose 9

Photographs & layout by C.Geiseler 1-10Photograph by Gaia Wilmer 3Photographs by Han Rhyu and Michael Wenzel 4

the magazine AUGUST 2010

Edited and Published by Christoph A. Geiseler

CONTENT

NOTEWORTHY

Los Angeles 1 August 2010USA

Dear MIMA:

This August issue of the MIMA Magazine will be devoted to the launch of the new MIMA website. The beta site will be available starting on August 1st at http://mimamusic.no-ip.org and the planned launch of the finished site will be September 1st.

Thank you for your continuous support.

CHRISTOPH A. GEISELER MIMA Founder and Executive Director

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MIMA Musicians and Teachers around the world impact their communities through

musical and educational endeavors that often go unnoticed and undocumented.

What can we do to help?

INSPIRE: Give Musicians and Teachers a better outlet for exposure.

TRANSFORM: MIMAMUSIC.ORG provides members with a social network.

CREATE: Content on the website grows as MIMA hosts more programs.

CELEBRATE: A calendar, discussion forum and new videos help showcase talent.

THE WEB

THE DESIGNER THE DEVELOPER

Han Rhyu is an MFA film graduate from the Art Center College of Design in Pasadena, CA. He started his career in the world of Architecture and Design, where he worked with famed Italian Designer Gaetano Pesce in New York. Han also holds a B.A. degree in Architecture and Fine Arts from the Art Institute of Chicago and has completed Post Diplome studies at ENSAD in Paris. Han has worked with French Directors Fred Comtet and Jean Jacques Beneix, the Artist Orlan and the Director David Cronenberg. He has also lived and worked in Chicago, San Francisco, Mi-ami, Paris and Los Angeles and currently runs his own de-sign studio called Sens Projects.

MIM

A’s

WEB

TEA

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Michael Wenzel is a graduate of Princeton University’s Department of Computer Science (A.B. 2006). He has implemented Content Management Systems and web-strategies for companies like L’Oreal and MTV Networks, the latter of which was his most recent employer. Side projects include an online DJ radio hub (www.dubset.com) and MIMA’s new website.

Michael’s current employer is YouTube.

QUESTION: How can MIMA build solidarity and create a positive value exchange for its international network of teachers, musicians, producers, interns, students and en-trepreneurs?

MIMAMUSIC.ORGDESIGN

CHALLENGE2010

2005

2006

2007

2008

2009

ANSWER: MIMAMUSIC.ORG will become an online social network and media portal for people around the world who use the MIMA Method, want to learn about it and / or sup-port it.

Communal Vital Intimate Forward-Thinking

Friendly Mysterious Elegant

MIMAMUSIC.ORGDESIGNSTRATEGY2010

Step 2. Identify a persona (the persona is the “personality” of a website and creates a feeling for visitors as they view text, images, sounds and video)

CURIOUS MUSE

BeautyCommunal ElegantForward-thinkingFriendlyIntimateVital

Step 3. Identify a color palette(a unified color palette helps balance images in the me-dia library and builds harmony for the brand)

TERMINOLOGY WANT Intelligent, academic, witty, poetic

AVOID Slang, slurs, bravado

MESSAGE WANT Focus on impact, contribution to society

AVOID Self-promotion, meaningless adjectives Meandering narratives

PHOTOGRAPHY WANT Faces, groups, laughing, music, movement Warm, red, nurturing, strong, ripe, candid

AVOID Aggressive, skulls, postcards, cliches, tame

Step 1. Create a set of design rules( just like in music-making, clear guidelines help set expectations and make it easier for artists to know what they can and cannot do)

CURIOUS MUSE

BeautyCommunal ElegantForward-thinkingFriendlyIntimateVital

Listen to her deep voice,it’s pleasant and melodic—it awakens green giants in their slumber.

You’re welcome in her studio,you know,because she’s crafting a world of new ideas,mainly just for you,and your family,and friendsand all those people who like the purple,and crimson accents in her jet black hair.

When you see new faces,dancing amongst tomato red halos,soap bubbles and blinking lightsyou can’t help but notice herglittering candles,and how she knows everyone bytheir first name.

Angelic, poised and ready for change,the curious museshares a delicious fruit salad,accompanied by the soundsof waves in the crashing blue sea.

CURIOUS MUSE PERSONA POEM #1Step 4. Create a voice(a persona poem helps define the outward look and feel for the designer)

MIMAMUSIC.ORGDESIGNRESULTS

WEBSITE ATTRIBUTES

TACTILE: intended for use with handheld mobile devicesMODERN: iPad readyVISUAL: media-rich pages feature thumbnails and profiles CONVENIENT: rss feeds, news, blog, magazine, facebook presence and social network provide users with up-t0-date information.EFFECTIVE: targeted program information and fundraisingoptions can help build support at local level.

QUOTESfrom Jeff Bezos to Charlie Rosequoted by Bob Lefsetz via Richard Greenfield’s blog

“Before if you were making a product, the right business strategy was to put 70% of your attention, energy, and dol-lars into shouting about a product, and 30% into making a great product. So you could win with a mediocre product, if you were a good enough marketer. That is getting harder to do. The balance of power is shifting toward consumers and away from companies...the individual is empowered...

The right way to respond to this if you are a company is to put the vast majority of your energy, attention and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it. If I build a great product or service, my customers will tell each other.”

© Creative Copyright 2010. THE PLUMA GROUP