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y Eglë Bloþytë
, & Art
The Insider team was very lucky to get this interview for a special Je Joue edition. No doubts that the Deputy
General Manager, the Head of Programming at MTV Networks Baltic Andrius Serva is quite busy while creating
the Baltic image of the most popular music channel in the world. Should it be a coincidence or not, but this
person also initiated the Je Joue idea during his studies here at SSER. This was what we wanted to talk about
in addition to art and MTV.
-You were one of those creative and already an art and BTW level of creativity that world wide.
proactive students who generated the Je
Joue idea six years ago. How did you come
up with it and what was the initial
purpose of this event?
Well, I remember I had an image, that this
school cannot be as serious as it looks. I
is increasing a lot in business world in the
last few years. Well even creating a
business model is already certain type of
art. I would love to see some business
ideas/ model / systems exhibition in some
art center :-)
In the Baltics we had to create Lithuanian,
Latvian and Estonian MTVs. And I don't
mean just putting local language subtitles.
We had to create how it looks, what it
says, finally how our viewers are different
from UK or US viewers, what do we have
knew many guys that do much more than -The sort of art which we consume most to give them. We have not finished, we
study and there are loads of extremely often is so called commercial art: music, are in the process and looks like very
creative people there. However the image films, even books. Its main purpose is to successful.
and feeling in the school was – “business
only”. So there must be something done.
One day in 2001 (that's really long time
ago) we spoke with Zane Culkstena (she
was then President of SA) and she's being
very artistic person agreed straight away.
Afterwards more people joined our team:
Olegs Nikitins, Irina Sekundo and many
more, would be hard to list all.
- How did it go? Was it worth considering
having such a tradition?
earn more money. Is it still art?
Of course it is – I personally like
Hollywood movies because they are so
high quality done and believe me best
artist do work there. Not any artist can
create Matrix GFX or shoot Titanic. If you
write a book like “Harry Potter”, you're a
great, very creative writer as you find how
to get to so many children. Well, music is
also art – largest part of most popular
songs are something very new and
Coming back to the art – I strongly believe
that MTV on screen looks like a very
artistic television, starting from MTV logo
in the corner, music video titles, various
video art breaks, best quality music videos
and of course shows related to art like
dancing, singing, writing and I could
continue forever :-)
-What would you say to SSE Riga
students?
My expectations were right – many
people wanted to be involved; we had
many exhibitions, guest lectures and nice
events. We had even fashion show with in
school designers only. I wanted it to be
the tradition, however I graduated in 2002
creative, let's say when Nelly Furtado
released a “Man Eater” many people in
music world said it's something strange,
however innovative. And as an outcome
millions of albums were sold, people were
crazy about it.
Be artistic or otherwise you'll be dead! Or
in other words I'm sure each of you has
the creative personality inside your soul –
let it live!
Thank you!
and didn't know much on what's going on Its absolute nonsense that mass
there. I strongly believe, that only consumed artistic products is not art
naturally created (not forced) traditions anymore. I believe the opposite – best
survive and it seems this tradition is the art attracts crowds and crowds of
one of a kind which makes me very happy. people.
-Many people say that business and art -Is your work related to art? If yes, then
speak different languages, thus do not
have much in common. What do you
how?
think?
Definitely yes, working for MTV means
working in a very creative atmosphere
I strongly disagree. Even remembering and working with very creative people
first Je Joue. We had 4 (!) big sponsors! around. We do have to create different
That proofs that art is everywhere. Of experience while watching TV for our
course not all the business people care young audience in comparance to any
about art however art / being creative television station. We have to be trend
definitely has a place in the world of setters, rebellious and very friendly for
business. For instance, making simple all 15-35 year old people. And during
design of a flyer for marketing needs. It's more than 25 years MTV succeeds in
4|INSIDER Je Joue 2007
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