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MARCH 10, 2021|EVENTS & EXPERIENCES


The Hidden and Haunting Message Behind the Ice Music Festival


Musicians playing instruments carved from ice at the Ice Music Festival

Just over twenty years ago, the world's first ice music concert was hosted inside a frozen waterfall in Lillehammer, Norway. Since then, the Ice Music Festival has been an annual event where the venue is an igloo-style concert hall built from ice and all the musical instruments are carved from ice too.

As this fascinating National Geographic article shares, the “event itself metaphorically mimics global warming as it melts away every spring after the audiences have gone.” Normally it is only an experience for the most adventurous travelers willing to brave sub-zero temperatures, though the organizers have also live-streamed the concert for everyone else.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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