The MAG (originally known as MaGnology) is a community convention in Germany with a focus on various fan cultures, including

video game A video game or computer game is an electronic game that involves interaction with a user interface or input device (such as a joystick, game controller, controller, computer keyboard, keyboard, or motion sensing device) to generate visual fe ...

anime is a Traditional animation, hand-drawn and computer animation, computer-generated animation originating from Japan. Outside Japan and in English, ''anime'' refers specifically to animation produced in Japan. However, , in Japan and in Ja ...

manga are comics or graphic novels originating from Japan. Most manga conform to a style developed in Japan in the late 19th century, and the form has a long history in earlier Japanese art. The term is used in Japan to refer to both comics ...

influencers A social media influencer, or simply influencer (also known as an online influencer), is a person who builds a grassroots online presence through engaging content such as photos, videos, and updates. This is done by using direct audience intera ...

cosplay Cosplay, a blend word of "costume play", is an activity and performance art in which participants called cosplayers wear costumes and Fashion accessory, fashion accessories to represent a specific Character (arts), character. Cosplayers often i ...

. The MAG convention is held annually in

Erfurt, Germany Erfurt () is the capital (political), capital and largest city of the Central Germany (cultural area), Central German state of Thuringia, with a population of around 216,000. It lies in the wide valley of the Gera (river), River Gera, in the so ...

. The inspiration for the current MAG concept as a community convention came from shareholders' experience at other, overcrowded conventions in Germany and their desire to create a comfortable space for fans to meet their favourite creators.GamesWirtschaft Interview MAG 201

August 13, 2018 The defining pillars of the MAG include the Fangress, a three days long workshop, keynotes, Q&A, and panels programme; as well as the presence of high-profile influencers and creators, exhibitors from the games, manga, anime and influencers industry; an Artist Alley where over 100 artists showcase their own creations; a cosplay contest; and a Lolita Fashion tea party organized by the largest German Lolita Fashion association, Court of Fables.

History

The first MAG, known at the time as ''MaGnology'', was originally created by Hiro Yamada as a games, comics, manga and

Japanese culture Japanese culture has changed greatly over the millennia, from the country's prehistoric Jōmon period, to its contemporary modern culture, which absorbs influences from Asia and other regions of the world. Since the Jomon period, ancestral ...

convention. It was held on June 5–7, 2015 in

Hamburg, Germany Hamburg (, ; ), officially the Free and Hanseatic City of Hamburg,. is the List of cities in Germany by population, second-largest city in Germany after Berlin and List of cities in the European Union by population within city limits, 7th-lar ...

, at the brand academy. The following year, the event was held at the

Museum für Kunst und Gewerbe Hamburg The Museum für Kunst und Gewerbe Hamburg (''Museum of Art and Design Hamburg'') is a museum of fine, applied and decorative arts in Hamburg, Germany. It is located centrally, near the Hauptbahnhof. History The museum was founded in 1874, fol ...

in July as a co-program for the ''Hokusai Manga'' exhibition in the museum. In 2017, the company MaGnology UG was founded by Hiro Yamada, Henning Kroll and THREAKS which organized the third installment of the convention. It was held at the Hamburg Cruise Center and an estimated 3.500 visitors attended. After the success of the 2017 edition, MAG announced that it would be moving to Erfurt, Germany for the foreseeable future. The official reason for the move away from Hamburg was stated as being the inability to find agreeable terms with the city of Hamburg in order to expand the convention. On June 7, 2018, it was announced that the MaGnology UG was being rebranded as Super Crowd Entertainment GmbH with two additional shareholders—the German influencer agency 2nd Wave, and one of the top German gaming influencers PietSmiet.

Content

The MAG takes place over three days and focuses on several pillars, including the Fangress, Artist Alley, creators, Lolita tea party, anime, manga and cosplay. Each pillar is designed to cater for one or more communities and appropriate content is presented for each. The MAG is open to all ages, with children under the age of 8 given free access to the entire convention. To view content rated USK 12+ and higher, visitors will be required to show a proof of age armband which they receive at the entrance.

Fangress

Located in the congress center of Messe Erfurt and on the stages of each hall, MAG offers catered content for each community. Visitors can attend any workshop, panel, Q&A, and keynote without any additional fee. Experts of their respective fields are invited to host these sessions, allowing fans and professionals alike to join and learn.

Artist Alley

Like other anime and manga conventions, MAG invites international artists of comic, manga, fashion and more to exhibit on their show floor. These artists are a mix of professionals and amateurs who are able to sell their creations to MAG visitors.Artist Alley MA

2018

References

{{Reflist Anime conventions in Germany Gaming conventions Erfurt Game jams Multigenre conventions Recurring events established in 2015 Trade fairs in Germany Tourist attractions in Thuringia