“Melt the hearts of the viewer”: Alexander Goryunov and Anton Mortkovich – about the Cyclone festival

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“Melt the hearts of the viewer”: Alexander Goryunov and Anton Mortkovich – about the Cyclone festival

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On Saturday with the BURO information association. There will be a party at the intersection of music and art “Heart of Stone”. It is with this event that the Cyclone festival is launched, a project of Moscow club veterans Alexander Goryunov and Anton Mortkovich. We asked the founders about their bold plans, their favorite cases, and how to get people dancing in 2024.

Anton Mortkovich

Alexander Goryunov

founder and co-owner of the Kinetika Music label, art director of the Kvartira club

media producer, co-founder of the communication agency Avestudiio and the Cyclone Media project

How did you two meet? They both have personal projects (a record label for Alexander, a communications agency for Anton), but they are on different planes. At what point did they cross paths?

To be honest, I don’t remember the specific circumstances, but it was definitely at some kind of party. At one time he was involved in nightclubs, but over time he moved into marketing and production.

I also don’t remember how he met, but I’m sure it was fun. In my opinion, everything happened in Famous Club – the Toy project is already there. We have always had many friends in common, we help each other on solo projects and now we decided to take it to the next level.

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Now let’s move on to the Cyclone festival. Plans are known to include online and offline events around the world. I would like more details on how these will be carried out. For example, offline means parties, but what about online?

Offline there are four events a year for each season. The first will be “Heart of Stone”. We will think about concepts and locations for future events. Online is a platform (for now we keep the details secret) where DJ sets and live performances by electronic artists with surprise guests will be broadcast. Additionally, the project will have a music label and an agency, but more on that later.

How did you come up with the idea of ​​doing a joint project?

The idea of ​​the project had been in the air for a long time and everyone was thinking about it from different sides, from different angles. We were approached by the French project Cercle, who needed a local partner to implement their case. We even chose a location in the city of Kizhi, but the political agenda made this collaboration impossible. This story laid the foundation for creating our own online multimedia content, but with our own USP, combining it with the offline story that each of us had in other projects. My partners and I were actively developing the Butterfly Festival, which we did together for two years in Altai, as well as other producer cases that formed the partners’ experience and resources to create the current story. Sasha was actively involved in the music label Kinetika Music, which has increased its influence on the world stage in recent years, giving him access to a large number of artists, and has also carried out and continues to carry out the project “Apartment” and other offline emerging cases. Having pooled resources, experience and the idea of ​​creating a multi-format project, as well as an artist agency, we realized that the puzzle was complete and the time had come to bring this story to life.

How do you divide work tasks among you? Who is responsible for what in joint projects?

We are interchangeable and can take on each other’s tasks so that the mechanism works without interruption, like a watch with a tourbillon mechanism. But still, I am more responsible for creativity, production, partners and media.

I like the midfielder position: I can be both in attack and defense. Anton and I play as a team, but my task force, as a record label owner and club leader with 25 years of experience, is still the artists, the music, the interaction with the promoters and the audience.

By the way, why is this the name of the project?

A cyclone is a strong and fascinating natural phenomenon that occurs spontaneously anywhere on our planet without warning. Very in line with our concept.

What events that you organized do you remember most strongly?

Of course, the first Chess and Jazz, Tuborg Open Fest with Major Lazer in collaboration with Scriptonite, Adriatique in Arbat Hall, Butterfly Festival in the Zurab Tsereteli gallery with imports: Avangart Tabldot and DJEFF, Butterfly Festival for 3,200 people in the incredible Altai open spaces, where around 50 artists attended.

This is probably the showcase for Keinemusik at the Gas Holder, Afterlife at the Music Media Dome, as well as many other interesting parties at the Apartment, where I am the art director.

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Now about the next event in Moscow. “Heart of Stone”: what is this project about for you?

A symbiosis of music and art in a unique place. In fact, this is the first brick of the foundation of the monumental history that we want to build, the first event of the four that we have planned. We all live in a turbulent regime and a furious information agenda and, it seems to me, we are a little petrified by this emotional stress. I would like the event to melt the heart of each of us a little with positivity, bright emotions and music that has no borders, and the artists who will be there this Saturday are a clear confirmation of this.

If “Heart of Stone” is your first joint event, tell us step by step what it takes to launch a club, so to speak.

As in any business, you need experience, knowledge and resources. When you gain experience, you will develop knowledge that will allow you to make a product, and it doesn’t matter what we are talking about or in what area: the rules of this game are the same. Of course, personal resources are important, and by resources I mean, first of all, acquaintances and contacts from the professional field. If you can turn them into partners, you are already halfway there, and then the most difficult thing remains: generating an idea and a USP for the project/product. And here, as in music, you can try: you take an idea and change its source code to suit your needs. And to create any product, your horizons are important: from books, films, music, content, trips to galleries and theaters to travel and communication with loved ones. All this inspires and shapes the inner world of each one. In general, the main thing is to do it, not be afraid to make mistakes and not listen to anyone. Even if you get it wrong, this is invaluable experience that you won’t get at any university in the world, and the desire to create makes the planet go round.

Is it correct that in the case of “Heart of Stone” we are talking about the symbiosis between music and art? Tell us more about each component. How did you come up with musical training?

The programming is like a theater production, it has an easy start that drags you into the action and then accelerates from artist to artist, weaving different musical forms so smoothly you won’t notice. Of course, it is always important to maintain a balance between commercial sounds and new musical forms so that they work in symbiosis for the public, which is what we try to do.

We create a musical journey so that genres flow smoothly without you realizing it, taking you to the depths of music. I think that if you know more or less everything about the artists Izhevski, DALI and Pozdnyakov, then I would like to tell you more about the guests. Argentinian Santiago García is a hitmaker and is already a star DJ, performing at the best venues and festivals in the world. I brought it to Moscow for the first time in 2016, if I’m not mistaken. The choice is obvious: they wanted to bring in a DJ we love and look forward to. It is also important to open the public to new artists. For example, the live Headwaters hybrid is something. This year they debuted with a release on Kinetika Music, and already in the summer we held a cool event with them in the SOMA courtyard.

Who is responsible for the art in this project, the works of which artists? On what basis were they selected? Are these authors modern?

In this event, music and 3D graphics, embodied by Avestudiio, are primarily responsible for the art. This is a company of my partner Denis and I: a full-service communications agency, but with an emphasis on design and motion graphics. We have brought to life a large number of projects that many have seen: VK, “Zvuk”, Pims, Kickstwon, Amazing Red and others. We also have extensive experience in creating visualizations for electronic festivals, such as Butterfly Festival in Russia, Tela in Georgia, Secret Room in Dubai. Marina Ivakhova and her ballet Ivakhova Fashion Dolls are responsible for the aesthetic component in the form of performances. For me this is synonymous with the word “style”: the team approaches each performance with a special aestheticism. In the future, we will add artists from the local art scene, both digital works and more classic installations.

Are you interested in art, since you organize these types of events? Tell us what you are collecting for your own collection.

I am immensely impressed by contemporary art. The collection includes a painting by Harif Guzmán, Oh de Laval, as well as a work by Vasily Klyukin and a pair of large Kaws. I follow the Museum of Modern Art, Ruarts, Cosmoscow and, among artists, Hajime Sorayama, Futura, George Condo. Honestly, I could list them for a long time.

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I love art in general, but I’m not a fan of collecting; perhaps the time has not yet come. I prefer to travel the world and collect impressions.

Tell us how important the choice of location for a party is. What’s interesting about the place you chose this time?

Location is the defining element around which all production and action is built, from which the imagination is always ignited. Historia as a project has an incredible design: a kind of primitive cave, which is modified through performances, light work and 3D visualization, allowing us to transform the space into an artificial jungle. And all this in the very heart of Moscow with the accompaniment of incredible musicians. It is important to add that the site is located in one of the most fashionable urban clusters on Bolshaya Nikitskaya.

It seems that club culture is slowly declining and many people can’t be dragged to a party at all. What would you say to these guys to make them definitely want to come to Heart of Stone?

It didn’t decline, but morphed into rare but large-scale events in the form of festivals and pop-up showcases. And, to be honest, there is no need to talk about stagnation: only in recent years many club projects have been opened, such as Flava, Atlas, Laski, and Club Kvartira celebrates its 10th anniversary this year. The industry is developing, perhaps not as fast as we would like, but this path is interesting. “Heart of Stone” is an exclusive emerging story that will never be repeated. The location will be transformed for one night only, and they will also bring the aforementioned Santiago García, an artist who performs on the main stages in the world. Isn’t this a reason to take a look? In today’s reality, such surrender is generally bordering on fantasy. Add here a live hybrid of Headwaters and our amazing local artists in the person of Izhevski, DALI and Pozdnyakov, and I think the question of whether to go or not will disappear by itself.

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