Drugi jezik na kojem je dostupan ovaj članak: Bosnian
If you’ve ever wondered how the popular intro to the main news program of Serbian national television (Dnevnk RTS) would sound in jazz interpretation, creative agency McCann Belgrade will help you discover it:
On the International Day of Jazz, the famous musical intro of Dnevnik RTS, the so called “Dotted planet”, received its jazz version. For the first time since the seventies, since which time the intro has been aired in various ways, viewers of the popular news program at 7:30 pm were able to enjoy it in its jazz interpretation, performed by Bata Božanić on bass, Dragan Milovanovic Giša on piano, and drummer Uroš Stamenković.
“The interpretation and design of the intro to Dnevnik for a jazz piano trio was no problem at all, because we were caught up in the whole positive and creative atmosphere that accompanied the promotion of the festival,” said Dragan Milovanović Giša, adding: “The intervention on the intro of this ‘institution of the establishment’ shows that, no matter where an idea comes from, good things can influence a change from lethargy and a revival in the social reality that surrounds us.”
The team of McCann Belgrade also created the visual identity and unusual media promotion of the festival in cooperation with the public broadcasting service Radio Television of Serbia (RTS).
“While reporting on difficult times, our overcast everyday life, crisis and poverty, RTS gladly took a momentary leap into a cheeky variation on its theme. On World Jazz Day, we of the daily news show wished with all our hearts for a better world in which instead of intrigue, despair and misunderstanding, we could hear elusive beauty, in all languages, projected by only three voices – jazz, jazz …” said Boris Miljković, creative director of RTS.
The idea for the first Jazz Crawl Festival to be promoted in this way came from junior designer Kristina Jovanović, supported by fellow designer Zdravko Kervešan who designed the visual identity of the festival, as well as other members of the creative team of McCann Belgrade.
Kristina Jovanović noted that most people know the sound of the Dnevnik RTS intro, adding: “This proved to be an excellent platform to promote the Jazz Crawl Festival, and to give the melody a new ‘form’. In this way, we transferred a small part of the atmosphere of the festival to everyone who watches the daily news program, and have shown that some constants can be different.”
The first Jazz Crawl Festival was held in the form of several simultaneous jazz concerts at eight different locations in Belgrade. This large number of club jazz gigs, linked through a single night, aimed to stimulate audiences to move from club to club, to listen to and experience jazz. The wish of the organizers – a group of independent jazz musicians brought together under the framework of the Belgrade Jazz Service – was to promote jazz music, jazz artists and the incredibly vital, active and distinctive Serbian jazz club scene.