Groundbreaking platform to celebrate best of Welsh culture
AN AMBITIOUS new cultural digital platform for Wales will be officially launched today, having received the backing of the likes of Hollywood star Rhys Ifans and chart-toppers Manic Street Preachers.
“AM” will feature an initial 75 channels of cultural content from Wales, with the aim of offering a platform for new emerging artists.
This will include film premieres, music videos debuts, new work from visual artists, latest from blogs and publications, live gig and event footage and much more.
Developed by music services company PYST in partnership with Tramshed Tech, the vision is for all major new work from across Wales’ artistic disciplines to be shared – nationally and internationally – using what is described as “Wales’ first open dedicated platform”.
Available as an app, or accessed via a website, its first major showing is a critically lauded Manic Street Preachers film; with the iconic Welsh band and director Kieran Evans choosing the new platform over streaming services like Netflix and Amazon.
Following last year’s tour of UK cinemas, Be Pure, Be Vigilant, Behave will stream on AM from March 13.
James Dean Bradfield, frontman of Manic Street Preachers said: “We are very happy that our film Be Pure, Be Vigilant, Behave – shot and directed by Kieran Evans with the visceral live mix of Dave Eringa – will be shown for the first time ever online on AM: a groundbreaking new platform celebrating Welsh culture. Enjoy the film, enjoy AM.”
Actor Rhys Ifans has thrown his support behind AM, which has received the backing of Welsh Government and is sponsored by Bangor University and University of Wales Trinity Saint David.
He said: “It’s great to see a platform like AM providing an alternative space for Welsh creators to gather, share and collaborate.”
Alun Llwyd, chief executive of PYST, said the ambition is for AM to become somewhere you check in daily to get an insight into a whole country’s creative output.
“New films, new music, new art, new poetry, new ideas, new inspiration – a new space to reflect Wales’ confidence in the creative arts and one people around the world can get lost in,” he said.
“It’s a brand new space and one that will develop the more people contribute.
“The internet has become quite a dark place, one that can have a really damaging effect on mental health and artistic confidence. We wanted to build an inclusive, democratic community open to everyone, particularly the young, a supportive space which is welcoming to artists creating in a range of mediums, at every stage of their career and whatever their background.”
He added the project could have a particular appeal to younger audience such as 16-year-olds already used to streaming content through the likes of Spotify, YouTube and Netflix.
An initial 75 channels from the music, film, photography, performance, art, poetry and theatre worlds will share new and exclusive older work ready for launch.
Deputy Minister for Culture, Sport and Tourism, Lord Elis-Thomas, said: “We have always been a nation of storytellers. Our creative minds have been honed by the sharing of tales across generations – in words, images and song. Today, the technology may have changed but the purpose is the same: to harness our creative skills to engage with people, share ideas, entertain and inform – AM will become a showcase for Wales’ creative talent and we’re delighted to support its development.”
One of the channels belongs to Iris Prize Festival, an annual LGBT film festival held in Cardiff which awards the largest short film prize (£30,000) in the world.
Berwyn Rowlands, the festival’s director, expects to use the platform to share exclusive content like trailers, interviews and behind-thescenes clips.
He said: “We are always looking at how we can increase audiences for LGBT stories. When we discoveredAM we were so excited and felt it was important to have a presence on the site. We expect to introduce new audiences for Iris short films through AM.”
AM is free and available to download now from Apple’s App store and Google Play www.amam.cymru/ambobdim. It is also a website – www.amam.cymru.