You Are In Control Conference 4. - 6. Nov 2012, Reykjavík






celand’s International Conference for Digital Creatives and Cross-Platform Explorations.

Artist Tracey Moberly And Games Company Bossa Studios First Confirmed Speakers

Between November 4-6 2012, Reykjavik will host the 5th edition of You Are In Control, a hothouse for creatives and thinkers interested in cross-platform explorations and ideas relating to future business models created by the digital revolution.

Throwing the 'Net as wide open as possible, the conference touches on all aspects of the creative industries, from food, digital, literature, design, music, film, games and business, to look at some of the most current trends, exciting overlaps and pressing problems.

Part conference, part creative retreat, YAIC 2012 will take place in the cutting edge confines of Kaldalón in Harpa, Reykjavik's newest arts space and an architectural phenomenon in its own right.

The conference, run this year by consultant Conference Manager Remi Harris, is small but ambitious (a bit like Iceland itself), tackling the profound as well as the professional via questions such as: what are the challenges and opportunities facing us creatively, economically and existentially in the next 10 years, and whether -- and how --the participants of YAIC 2012 can help solve or address such issues.

Among the many prestigious speakers this year is Tracey Moberly, who will discuss her tech-art project Text Me Up. This project gathers together her personal SMS texts, many from leading luminaries within the art world, into an innovative book described as "a fascinating use of new technology as a narrative tool, much in the spirit of Andy Warhol's work with Polaroids." 

“I am very pleased to have been invited to speak at You Are In Control 2012 and am very much looking forward to connecting with the diversity of the Icelandic artists and creatives,” says Tracey. “It is a perfect platform to focus on the role of the creative in looking at challenges and opportunities that our economy and human race will face in the next 10 years. I will be discussing the interaction of environment, population expansion and personality with the continued development of digital communication and querying the place of the creative within this process.”

Another confirmed speaker is Roberta Lucca from Bossa Studios, that counts Elisabeth Murdock’s Shine amongst its investors. Lucca will talk about Bossa’s two key current projects: the Bafta-winning Monstermind [], a Facebook app that lets you build a town with its own thriving businesses, homes and citizens – then lets you buy a monster to destroy the towns of your friends; and Merlin The Game [], an exciting game based on the popular TV series (scheduled for official release in October).

As well as inspirational speakers and panels, attendees can also expect brainstorming workshops, cutting edge cuisine and some of the superlative music the country is world famous for.

Speaking of which, the conference takes place immediately after the sold-out Iceland Airwaves music festival, making it possible for international delegates to access the festival and conference with a special combined ticket.


Ticket Prices

Early Bird tickets are currently on sale at 20,000 ISK until the 15th October only.

As a special offer, YAIC is also offering an Iceland Airwaves and YAIC 2012 combined pass, which costs just 30,000 ISK. 

Early Bird: 20,000 ISK   [approx: £105, / 133 Euros / US $166]

Early Bird YAIC Pass + Iceland Airwaves Pass (INTERNATIONAL GUESTS ONLY):

30,000 ISK  [approx: £157 / 198 Euros / US $248]

Full Price Ticket From 16 Oct: 30,000 ISK [approx £157 / 198 Euros / US $248]

Delegates can also access excellent hotel rates between 4th - 7th November.

A special YAIC 2012 deal with the Centre Hotels company means that double or single rooms in 3- and 4-star hotels are available from just 7,800 ISK [£41 / 52 Euro] per night.

*Please note that all the costs in other currencies are approximate based on exchange rates on 25th August 2012, and all purchases will be in Icelandic Krona at the exchange rate of your credit card provider at time of purchase.


About You Are In Control:

You Are In Control is hosted by Promote Iceland, in Partnership with Iceland Music Export, the Icelandic Art Centre, Iceland Design Centre, Icelandic Film Centre, Icelandic Gaming Industry, Icelandic Literature Fund, Iceland Theatre Association and Iceland Music Information Centre.


If you’d like more information or to schedule an interview please contact:

Paul Sullivan

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