BRENDING conducts artists towards the market and shows the market what it can do with arts.

Through consulting, representation, management and production, BRENDING supports artists and cultural organisations in projects that are artisticly correct and financially viable.

BRENDING quantifies and qualifies the value of creativity, building bridges between the arts, media, politics and business - with an emphasis on a marketing model which we call A2B2C (Arts to Business to Consumer)



Building character and trust

Syrious Mission - Day 3

This morning I woke to the voice of the local Imam, chanting from the tower of the mosque nearby. He’s good! It’s a fine sound to wake up to and many an alarm clock could learn from him. I’m already looking forward to getting up tomorrow, but that is not only because of the dawning voice from the sky.

I’ll skip a rendition of my battle with the fumes and barely mention that it is not particularly easy to find the pick-up spot which was called: the traffic lights at Ragadan bus station. Especially if not every Jordan seems to agree on the name of that particular bus station. Luckily almost all inhabitants of Jordan are very kind and helpful, even if the only language we have in common is the infamous ‘handfoot’ lingo. It’s almost as clear as music, but the sounds uttered are slightly more primitive.

Nevertheless, we arrived on time at our eager class in Marka. They are such darlings. One of them has written a song and will sing it to us tomorrow. It is highly likely that you’ll hear more about that tomorrow. For now, it is my pleasure to treat you to another song that was brought to you from a different school: the CDC in Zarqa, the third city of Jordan. 

You will find it here (youtube).

The video was made just before we - my superb colleague and local translator Tai – experienced an almost nuclear explosion of… kids. I think I may have misjudged the energy levels of the 40-odd kids that sat in this classroom. Because the two groups I had seen before were so polite and pleasant, I had come into the habit of playing musical games that got them to open up.

In this case, it had not been necessary and it made me wish that I spoke more than 10 words of Arabic. At the same time, it was absolutely amazing to find that the cooperation between teachers, musicians, assistants and a ‘deus ex machina’ (who was that guy?) got the class to calm down. By the end of the workshop, the kids had mutated back into little Dr Jekylls with a very decent sense of rhythm.

You’ll forgive me for not taking any pictures of this rather exciting moment. But here's one on a scale of 1:4

After the class, a teacher came up to me to say how impressed she was with the workshop and how she wished for her children to be able to have regular music lessons. I was shocked and moved to hear her story of how her family had to flee Syria 6 months ago, leaving everything behind. Suddenly you understand why the children are so extremely excited to play (with) music.

I truly hope that our Syrious Mission to set up regular music classes for refugee kids will be successful. May we manage to provide those children with good local teachers who can pass on the love for music, as well as the hope and confidence that goes with it. And would you help too?

Brendan in Jordan (with local colleague Tai)

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