The logo for TYFS48, a global music event out of Austin, TX by the Hakone Agency, Charles Moon, and ... [+]
Earlier in 2020, we reported on the state of hip hop in Austin, Texas, and the Hakone Agency’s efforts in the city to establish a more formal and professional industry presence. A major part of the strategy designed by Hakone founders Rad and Wane was to produce live events for hip-hop, R&B, and electronic artists. This “public platform development” creates a discernable value to build upon and leverage within the local community and larger industry. But in the wake of the COVID-19 pandemic halting all such gatherings, Hakone has had to re-think their game plan.
A New Blueprint
Adjusting to the paradigm shift as so many have throughout the world, Austin art institutions—like the Alamo Drafthouse movie theater and Other Worlds Film Festival—have opted for online events. Wane and Rad have chosen to venture a similar path, in spite of the quirks and difficulties in translating a live event to the digital medium. The core question: do you attempt to re-create something of the atmosphere and vitality inherent to the live event? Or do you embrace the medium for what it is, striking a new path?
The pair has sought an answer through their collaboration with Charles Moon—Hakone artist, ThankYouForSweating (TYFS) Founder and half of the DJ duo In Praise. Their solution is a 48-hour global radio show called TYFS48. It begins at 12 pm EST on May 15th, and points to one of the interesting silver linings of imposed evolution.
TYFS48 is “an initiative to help raise the spirits through a wide array of uniquely selected DJs from around the world.” Deconstructing the title, the 48 derives from the duration of the event—two days of non-stop live-streaming disc jockeys. While the TYFS refers to ThankYouForSweating, a production and event entity Moon founded in 2017 to re-energize the nightlife experience of Austin. TYFS took ATX crowds out of the normal haunts on and around 6th Street and transported them to secretive basements and warehouse spaces. The mystery and allure of going off the beaten path brought something of the European club ethos to a city that had been lacking such a vibe. The combination of creative location with Moon’s connection of emerging talent and established mix masters made TYFS a burgeoning force. This is the spirit they’ve aimed to transition online.
As Rad explains, “Austin is already an international hotspot outside of SXSW and has an emerging underground scene that can, during this time, play a pivotal role in the DJ-electronic narrative for fans all over the world.”
Wane said: “TYFS48 helps provide a platform to up and coming talent in tandem with familiar names well-known in the electronic music community. The online festival vibe allows listeners new to electronic music the ability to find something they like, as well as fresh names for more experienced listeners to discover and enjoy.”
Moon concluded, “It’s a shared platform, for a shared experience, and a shared cause. It felt not only appropriate but necessary to call upon the creative community from around the globe to join forces.”
Assisting Hakone and Moon on TYFS48 are Sam Krause and Christian Halloul. Krause has served as tour manager for popular electronic acts like Skrillex and Jaime XX. While Halloul is best known for his graphic and merchandise work for festivals like JMBLYA, Mala Luna, and Neon Desert.
The Re-definition of Local
The digital medium has become the default platform for the average person. Work has moved to the web. New movie releases. Birthday parties. Dating. While Hakone’s mission had been to help local Austin artists maneuver from unknown talents to striving public performers to full-time musicians—mass digitization has changed what local means. When you’re all operating in hyperspace, an artist in Paris is as local as someone in Austin, Beijing, Lomé, Quebec, or Buenos Aires. The marathon nature of TYFS48 is in the spirit of this global localization. No matter where you are, no matter your schedule, there’s music waiting for you, playing for you.
The first round of TYFS48 danced to life in early April. Playing over Twitch, it put the spotlight on over 25 DJs spanning from Texas cities like Austin, Houston, and Dallas, to the mega coastal cities of New York and Los Angeles, to outside the United States entirely. There were DJs curating sound from the likes of Tulum, Berlin, and Poland, giving a glimpse of their respective regions through a few hours of music.
“Our goal” Rad said, “is to create new paths for these artists.” With Wane adding, “Ideally Son of Lee + Lenvi’s New York audience tunes in for and loves Nikki Nair’s set. Nair’s Knoxville, Tennessee audience hears Esquivel’s set from Mexico City and vibes out. Then everyone shows up for James Acey - Tedman Lee & Arthur Yeti Live from Hong Kong. There’s a lot of potential for wonder.” Rad concluded with, “When enough energy builds, who knows what could happen next.”
An additional perk to TYFS48 is the charitable dimension. Beyond providing a platform for artists in need of a platform, Moon reported the first TYFS48 raised nearly $1,000 for charities. Donations funded food and supplies to “over 100 families in the towns of Lake Atitlán, Guatemala,” to Lunch Box NYC, as well as to over 800 meals provided by the Central Texas Food Bank.
The lineup for the second TYFS48:
Artists: Afshin, Alisa Filatova, BATHØUSE, Bangers Only, Body Language, B-Wade, Darq E, Divine Interface, DJ Win, Esquivel (Mumbo Jumbo), IN PRAISE, DJ-Team D, Kasper Marott, Gigi b2b Kept Male, Jimeno, Nastya Muravyova, Nick McDonnough, Morgan Morgan, mohemann, plʉm 1222, Lenvi, Maldito, Nikki Nair, SAM C, Sister Kate of 79.5, Snips, Son Of Lee, Sonic Ranch Sunrise, Stealth MVMT, Supermcn4sty, _dreamgoth, James Acey - Tedman Lee & Arthur Yeti Live from Hong Kong, The Fake Future, Time Zones
Cities: Paris, London, Madrid, Leipzig, Barcelona, Copenhagen, Kyiv, Amsterdam, Hong Kong, Beijing, Tulum, Mexico City, Dallas, Houston, New York City, Los Angeles, Atlanta, San Francisco, Knoxville, El Paso, and Austin
