SO FRESH IT HURTS
Dutch leading Hiphop- and fresh music festival Appelsap and award winning design powerhouse ...,staat creative agency join forces to create an iconic book that will shine light on '15 years of Amsterdam Street Culture' and with your support we can make it happen! The book has the title: SO FRESH IT HURTS. This year Appelsap celebrates its 15th anniversary. The brand stands for fresh music, fashion, talent, art, street culture, design and nightlife and these topics form the umbrella of a unique story. SO FRESH IT HURTS tells a visual story about the Amsterdam street culture scene and its key-players who, since the year 2000, have grown to become worldwide respected professionals in their field. We already sketched some ideas to give you an idea of what it could become.
Photographers like Karen Rosetzsky, Dennis Branko, Violette Hoogakker, Elza Jo, Yamandu Roos and Petrovsky & Ramone; visual artists like Parra, Vincent van de Waal, Sasa Ostoja and Dennis de Groot; musicians like Tom Trago, Cinnaman, De Jeugd van Tegenwoordig, Rednose Distrikt, DJ SP, Mr. Wix, Cata Pirata, The Opposites and FS Green; tech entrepreneurs like Nalden (WeTransfer), Vincent Reinders and Gilles de Smit (22tracks) and Tim Heineke (Pause/Shuffler); record labels like Rush Hour, Dekmantel and Top Notch; film makers like 100%Halal, Sam de Jong, Habbekrats, Opslaan Als and Paul Geusebroek and fashion brands like Patta, Daily Paper, Ontour, Bonne Reijn, Rockwell, Hosselaer and Ben-G, among many others, have been shaping Amsterdam's underground scene for more than a decade while elevating each other and becoming an inspiration for many.
Year after year fresh talent and the more established creatives come together from all corners of the country at Appelsap Fresh Music Festival, as artist or friend. It's a family affair.
This image heavy book features all the faces responsible for moving the scene in Amsterdam and the Netherlands forward. The dummy presented here will give you an idea where we're heading towards. We will dive deep into the rich archives and that of our photographer friends to find the freshest content created in this time frame. So fresh, it hurts.