AIF Launch New Initiative To ‘Twin’ Independent Festivals

The Association of Independent Festivals has today launched a new initiative, AIF Twin Festivals: A Cultural Exchange, which partners the UK’s leading independent festivals with their counterparts abroad.Based on the twin towns concept, festivals will be paired with likeminded and similarly structured festivals from countries from around the world. Participating festivals will help promote their twin’s festival locally, be encouraged to take part in artist exchanges and talent discussions to help co-ordinate bookings of international artists and stimulate conversations with local music authorities for investment.As part of the initiative all festivals involved will be obliged to include links on their website to their twin’s site, include 'xxx is  twinned with xxx' on flyers, marketing materials and in their PR campaigns to local media, and once their own event has sold out help market their international twin through their media channels.In addition to this each festival will ‘exchange’ a minimum of 10 pairs of tickets with their twin to be given away via competitions and promotions.Festivals that have already been partnered under the scheme include:Bestival, Isle Of Wight & Melt, Ferropolis, GermanyBig Session Festival, Leicester & Tønder Festival, DenmarkField Day, London & Øya Festival, NorwayGlade Festival, Winchester & Symbiosis Gathering, California, USASummer Sundae Weekender, Leicester & Bergenfest, NorwayStandon Calling, Hertfordshire & Calvi On The Rocks, Corsica, FranceNozstock Festival, Herefordshire & Italia Wave Love Festival, Livorno, ItalyEden Sessions, Cornwall & Airwaves, Reykjavík, IcelandSaid Rob Challice, AIF co-founder and director of Summer Sundae Weekender, "Independent festival organisers have often taken inspiration from other events with a similar ethos, creative vision and maverick style. Through this AIF initiative we can formally acknowledge this by "twinning" our events and hope that it leads to many creative partnerships."This is the second year that The Association of Independent Festivals has looked to build links with non-UK festival goers and follows 2009’s successful partnership with VisitBritain.Quotes from Participating Festival Promoters:Stefan Lehmkuhl from Melt, Germany: "I'm enthusiastic about the idea of the cultural exchange between European festivals. Especially when it comes to independent and very individual open-air events its going to be an exciting and creative process, as I'm convinced we're all on the same page musicwise." Edouard Rostand, from Clavi On The Rocks, Corsica:  “It is an honour for Calvi On the Rocks to partner up with Standon Calling. We share same values and artistic views. We are both small festivals and want to keep it innovative and open minded. This twinning will start with cross promotion on our networks this year”.Nick Ladd from Glade Festival, Winchester: "We are really pleased to be twinned with Symbiosis in California.... the premier electronic music experience stateside. It’s what the San Francisco 60's scene has evolved into, an amazing international gathering created by people with true spirit and it reflects the Glades commitment to cutting edge music, incredible site art, non-commercialisation and shanty vibes."Rob Challice from Summer Sundae, Leicester: "Bergenfest is based in the city of Bergen, whilst Summer Sundae is held in the city of Leicester. Two city-based festivals known for showcasing new international talent amongst established names. The organisers, Frank Nes and co, present their event with pride and show a high level of care for both artists and audience.”Frank Nes, from Bergenfest, Bergen: “It is an honour for Bergenfest to partner up with Summer Sundae. It is my belief that we share the same core values, such as a strong emphasis on artistic quality and open mindedness towards genres. Over the years a few Norwegian acts have performed at Summer Sundae and I hope we can strenghten the ties in the years to come, including being able to open Norwegian festival-goers’ eyes to Summer Sundae.”