Flash mobbing to promote entertainment
Quardrum and Origami teamed up to hold a percussion-based flash mob
LAHORE:
People enjoying their meals in Hardees — known for its big, juicy meat burgers — on Saturday night, were interrupted by the sound of drumming in the restaurant. This was the first time mainstream band Quadrum and entertainment industry Origami, teamed up to hold a percussion-based flash mob, with a 10-minute unannounced and unadvertised performance at the restaurant.
Following this performance, the band hit Hotspot in the Gadaffi Stadium, Gulberg, where around 50 people slowly gathered and some youngsters even joined the band and began dancing to the beat of the drums. Afterwards, the band visited the Dream Lounge, a popular shisha spot, where they gave a short performance to a delighted (albeit surprised) audience.
Typically, the reaction seemed positive as many people gathered at the performance which began without any warning or announcement. The act consists of one member of Quadrum starting the performance, with participants joining in a coordinated clapping-and-drumming routine.
In a bid to promote entertainment and the arts in the city, Quadrum and Origami, along with a growing group of volunteers, will surprise three youth-centred hangouts every Saturday for three weeks.
Origins of flash mobbing
In Pakistan, the idea of flash protests developed in 2007, during the end of Pervez Musharaf’s regime. Protesters, who were told a place and time to gather via text messages, would hold a short rally and shout slogans against the government. This mode of protests was applied because it was believed that authorities would be unable to crackdown upon such protests.
Its place in the entertainment industry
On the entertainment front, the attempt to develop a flash mob culture has been spearheaded as an effective marketing tool by corporations such as Coca-Cola. ActOne’s Dance for a Cause programme used flash mobs as a way to raise funds for flood victims and the promotion of entertainment in the city.
Origami President Mehreen Rana explained that ActOne had provided the inspiration to start flash mobbing in Lahore. She said that the trends of flash mobbing had evolved from being a marketing gimmick and promotion of ideas. The idea was pitched by Quadram’s Umar Saud who wanted to include amateur performers on one platform, and promote percussion music and entertainment through random performances across the city in what he calls ‘Quadstorm’.
“My inspiration was entertainment — people saw “The Oprah Winfrey Show” held in Chicago where thousands of people gathered and performed a dance routine. It would be a dream to do a flash mob of that scale,” Rana told The Express Tribune.
Meanwhile, Saud said that they were planning to take this culture to Islamabad and Karachi as well. He said that the idea was that they would go unannounced to various cafes and popular hangout spots, play there and then leave quietly without even mentioning their names. “This happens all over the world,” said Saud. “The idea is not to promote ourselves; we just aim at giving people some spontaneous form of entertainment.”
Obstacles on the way
However, despite the positive reactions surrounding flash mobs in Lahore, many participants felt that there were cultural differences which made it difficult for people to take part in such activities. Many restaurants are unwilling to allow for their space to be used because they simply don’t understand the concept of flash mobbing.
One of the participants, Shoaib Rana who is a manager at Telecom Company, stated that since society is culturally closed off, this act — which tends to be loud — will take time for people to get used to.
Published in The Express Tribune, June 21st, 2011.
People enjoying their meals in Hardees — known for its big, juicy meat burgers — on Saturday night, were interrupted by the sound of drumming in the restaurant. This was the first time mainstream band Quadrum and entertainment industry Origami, teamed up to hold a percussion-based flash mob, with a 10-minute unannounced and unadvertised performance at the restaurant.
Following this performance, the band hit Hotspot in the Gadaffi Stadium, Gulberg, where around 50 people slowly gathered and some youngsters even joined the band and began dancing to the beat of the drums. Afterwards, the band visited the Dream Lounge, a popular shisha spot, where they gave a short performance to a delighted (albeit surprised) audience.
Typically, the reaction seemed positive as many people gathered at the performance which began without any warning or announcement. The act consists of one member of Quadrum starting the performance, with participants joining in a coordinated clapping-and-drumming routine.
In a bid to promote entertainment and the arts in the city, Quadrum and Origami, along with a growing group of volunteers, will surprise three youth-centred hangouts every Saturday for three weeks.
Origins of flash mobbing
In Pakistan, the idea of flash protests developed in 2007, during the end of Pervez Musharaf’s regime. Protesters, who were told a place and time to gather via text messages, would hold a short rally and shout slogans against the government. This mode of protests was applied because it was believed that authorities would be unable to crackdown upon such protests.
Its place in the entertainment industry
On the entertainment front, the attempt to develop a flash mob culture has been spearheaded as an effective marketing tool by corporations such as Coca-Cola. ActOne’s Dance for a Cause programme used flash mobs as a way to raise funds for flood victims and the promotion of entertainment in the city.
Origami President Mehreen Rana explained that ActOne had provided the inspiration to start flash mobbing in Lahore. She said that the trends of flash mobbing had evolved from being a marketing gimmick and promotion of ideas. The idea was pitched by Quadram’s Umar Saud who wanted to include amateur performers on one platform, and promote percussion music and entertainment through random performances across the city in what he calls ‘Quadstorm’.
“My inspiration was entertainment — people saw “The Oprah Winfrey Show” held in Chicago where thousands of people gathered and performed a dance routine. It would be a dream to do a flash mob of that scale,” Rana told The Express Tribune.
Meanwhile, Saud said that they were planning to take this culture to Islamabad and Karachi as well. He said that the idea was that they would go unannounced to various cafes and popular hangout spots, play there and then leave quietly without even mentioning their names. “This happens all over the world,” said Saud. “The idea is not to promote ourselves; we just aim at giving people some spontaneous form of entertainment.”
Obstacles on the way
However, despite the positive reactions surrounding flash mobs in Lahore, many participants felt that there were cultural differences which made it difficult for people to take part in such activities. Many restaurants are unwilling to allow for their space to be used because they simply don’t understand the concept of flash mobbing.
One of the participants, Shoaib Rana who is a manager at Telecom Company, stated that since society is culturally closed off, this act — which tends to be loud — will take time for people to get used to.
Published in The Express Tribune, June 21st, 2011.