So, I recently invited a friend to attend the last STR.CRD event with me and following the alcohol induced fun we had, I took the time to inquire from him about his experience and thoughts on the cultural event.
His answer was as follows:
"Street culture to me seems to be about people who deliberately dress up in order to stand out, with no substance to why they dress a particular way, and are just a pretentious bunch of people looking for their next profile picture."
This answer did not sit well me. So, I took the liberty to go back and recall what Street is and what its not as far as I could remembers.
So to get to it, what makes a street culture event a STREET CULTURE event?
In my opinion, firstly: "It's a showcase of the varying elements that comprise or grow the reach of the culture."
Secondly: "It's an authentic experience of what the culture is and what it's not!"
**cues No Flex Zone**
And thirdly and quite importantly for me: "The people that make up the culture!"
In this instance, I am not talking about the exhibitors on display but rather the people present to celebrate and be fully immersed in the experience of the culture on display.
Why do I think this is particularly important?
For a long time I have often felt that street cultural events, or events leveraging it, whether in Johannesburg, Durban or Cape Town, have often forgotten about this key and integral component in making a street cultural event truly authentic to its premise, regardless of how we package and promote it to its very receptive audience.
So, what about "the people" exactly determines whether it is a truly authentic experience of a street culture or not?
The interaction!
In this instance, I am talking about the active interaction between those we herald as icons and pioneers with those present to experience, support and show their genuine appreciation of the mastery in capturing an expression of the broader culture.
It's not about Jameson VIP areas or exclusivity but rather about being inclusive of all who want to engage and be part of this forever growing movement!
It's affording attendees a chance to not spectate but rather participate. Its not about bureaucracy but adhocracy (a flexible, adaptable and informal form of organization structure) that puts the audience at the center of the experience.
A key component to street culture is the education that comes with sharing and experiencing each form of expression. And honestly, that is lacking, whether as authentic or branded engagement, its lacking at some of these street culture based events.
So, what could these street culture based events do?
Put the crowd at the center of the experience whether it is affording them a chance to interface with the events executions. Allow us to learn and share what we encounter. Afford us a voice, whether it be what we like or do not like.
Make it more about the art rather than the consumerism we are slowly drowning out the culture too. We want more authenticity than commercial gimmicks. Authentic experiences build love, especially when underpinned with education about what you are going to experience, how we would like you to experience it and last how you share the knowledge with others!
A prime example of the authenticity of an experience I would like to suggest at this time is the Odd Future "Camp Gnaw" Festival! At every touch point, you are informed and educated on what the event is, what its about and what they would hope you would get out from the event!
We live in a very digital age! Why are we not making it the premise to how we educate, engage and bring our street cultural events to life through it?!
Shalom!
- I Am Reemi 2.0