Saatchi's London Branch (specifically Gum, the agency's newest branch aimed at creating "advertainment" for teens and twentysomethings), is organizing a creative conference and exhibition to be held at GUM's London Factory space and the adjacent parking lot on July 13.

A bustling 12 hour affair, 4C will showcase the work of 20 young artists from around the globe working around the theme of "urban culture and creativity," include several panel discussions and lectures, as well as a live performance by three of the bands featured on GUM-related Cult-Geist agency's blog for new and emergent musical talent.

Even more interesting than this conference on the collision of urban creativity and corporate interest is the means Cult-Geist and GUM are using to pull this whole shindig together. A 40+ person selection committee are each nominating individuals for participation in exchange for space in the 4C program guide/book with which to plug their own ventures and projects, be they a gallery, record, book, clothing line or record label.

In the grey area where art and commerce bleed together, 4C seeks to shine a light and help map out not just the terrain of urban creativity but the topography of corporate/creative collaboration as never before. Should be an interesting day indeed.

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