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TONIGHT: FREE ASSOCIATION x SEASONS FEST

TONIGHT: FREE ASSOCIATION x SEASONS FEST

Tonight Fortune Sound Club in Partnership with Seasons Festival, Cherchez La Femme & Chad Murray present FREE ASSOCIATION – a multi room, multi media music & art takeover of Fortune Sound! We sat down with one of Vancouver’s most interesting young art curators and pivotal member of this project, Chad Murray, for a quick 5 minute Q & A on tonight’s amazing event:


1. What is Free Association? Tell us about the inception of this event and the meaning of its name?

The event arose out of talks with Blueprint about Seasons fest. We all agreed on the importance of showcasing local emerging talent, and we (Free Association) were confident that we could bring together a solid lineup that could demonstrate what young Vancouver creatives are up to. 

The name works on a couple levels. Free association, as a mode of thought, is where you let one idea flow to another without restraint or control. It’s a fairly apt metaphor for how we’ve gone about organizing this event. The value of creative output is at the forefront of Free Association. It’s an entity that aims to bring a variety of artists together and connect them with people who can facilitate their creativity. It’s about bringing new audiences to artists we believe in, and vice versa. 

Also, we want it to be free! Part of the reason this event feels so important is because people don’t have to pay to come see what the community is creating, so the emphasis is on sharing. 

2. Why Fortune as the venue of choice?

Natasha’s connections with Fortune made it an obvious choice, but the versatility of the venue is very important for an event of this scale. Fortune spans three floors and has multiple rooms, so it makes it possible to host a variety of acts and create different atmospheres. Also, the people who run Fortune are really great and they’re excited about trying new things and pushing the venue into unexplored territory.

3. What was your process behind choosing the particular artists (Calen, etc) & labels/collectives (1080p, Pacific Rhythm, Genero Sound) and other creatives for this event?

I don’t think we had to reach too far to find talent that we wanted to include. We are fortunate enough to have a lot of friends who’s creativity we really believe in. I think everyone involved really believes in each other too, so that energy helps things develop naturally. 

4. In our past talks, you’ve mentioned a term called “creative commerce”. Can you explain what this means to you and how it relates to this event?

Vancouver is a hard city for artists. There’s so many brilliant young people, but there aren’t a lot of opportunities for artists to actually make a living off their creative output. Part of Free Association’s mission is to bring some income to artists who we believe are making valuable cultural contributions.  

5. What are you most excited to check out this Thursday? Any must see picks for people out there?

The poster show is consistently amazing. This is the fourth instalment of Unlimited Edition and the lineup is awesome. All of the music is gonna be great, too. Also, the venue! Vancouver doesn’t get a lot of events like this. It’s gonna be really exciting to be able to move from one space to another and experience something completely different everywhere you go. Honestly, just everyone involved. It’s gonna be special.

6. What does the future hold for Free Association?

Hopefully this event is just the start. We feel Free Association is a successful model for future events. We want the community – local and international – to share our vision, to continue connecting artists and facilitators, to hold events that emphasize creativity and sharing.

– Matthew Owchar

THIS EVENT IS FREE TO ATTEND BEFORE 11PM. RSVP HERE

Set Times:

MAIN STAGE

8:30 DJ D.Dee
10:00 MamaRudeGyal
11:00 D. Tiffany
11:45 Florist
12:30 Neo Image
1:15 Jayda G

PROJECTS SPACE (lower floor)

9:00 – 1080p Collection
10:30 Ramzi
11:45 Friendly Chemist
1:00 Max McFerren

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