*I is an author who does not like being the centre of attention – even when it comes to his own literature. He is a comic character and one of the faces of the Latvian #IAmIntrovert campaign. The campaign by the Latavian Literature platform shows, how literary promotion can work in a different way: with self-irony, a strong visual concept and a book fair presence that does more than simply attract attention – it creates an atmosphere of its own.
We spoke to Ildze Jansone (Public Relations, Latvian Literature), Anete Konste (#IamIntrovert comic text author, marketing Latvian Literature) and, of course, the author *I about this best-practice example. At FBM26, the Latvian joint stand is located in Hall 3.1 A33.
Hello Ildze, Anete and *I, thank you for answering a few questions. *I, since you prefer written communication, we are happy to conduct this interview in writing.
So let’s go: Some time ago, "Latvian Literature" decided to make two introverted writers the faces of the country's literature. How did the desire to increase visibility and promote Latvian literature lead to the creation of the character "*I"?
Ildze: When preparing for the market focus at the London Book Fair 2018, we received guidelines that authors included in the programme should be outgoing, able to speak English well, talk about their work, and so on. But we realized that the best writers are not necessarily the people who are best at presenting themselves in public or in various social situations. So we decided to take that pressure off them and say: hey, they're introverts, they don't always enjoy all this publicity, but that doesn't mean their work isn't worth getting to know. We tried to turn introversion in general into a strength that many other authors (not just Latvians) can relate to. It turned out to be also humorous and a recognizable voice in literary scene.
*I, what do you think of this role?
*I: I'm not thrilled. They took the pressure off Latvian authors and dumped all of it on me! For example, how would you feel if your face and your apartment were plastered all over a single stand at a book fair?
Anete, how do you play with the image of a "nation of introverted authors" without reducing Latvian literature to a stereotype?
Anete: Introverted people write all kinds of books, so it's not really about literature itself. It's more of an ironic take on the times we live in, where everything seems to come down to who is better at selling themselves. That said, our literature really is often very poetic and contemplative. And quite often people come up to us and say, "Hey, but you're not actually that introverted." So sometimes we have to think about the opposite - how to keep the stereotype going.
*I, Where will we be able to encounter you at this year's Frankfurter Buchmesse?
*I: Probably most often somewhere deep inside the wardrobe of the Latvian National stand. But unfortunately, also at the Introvert Breakfast on 8th October from 10:00-11:00 at the Comics Business Centre, Hall 3.1. H23.
What else can visitors expect at your stand this year?
Ildze: Our stand is designed as an "introverted author's" living room, a cosy space with books, his personal details and things to discover on the shelves and even on the floor. There will also be a photo corner where visitors can create their own memories with our authors and share on social media.
Anete: And, of course, visitors can expect the fuller picture of what Latvian literature is about: new books, translations into German and other languages, beautiful children's books and picture books. So come by, say hi and feel free to be a little introverted with us!
*I, do you have any advices for other introverts visiting Frankfurter Buchmesse?
*I: Good news, fellow introverts, book fairs have realised that we are a species and every year, there seem to be more and more quiet corners, little lounges and silent spaces where we can retreat for a few minutes, breathe, recharge and then return to the sea of very enthusiastic book people. After all, some of the best conversations at book fairs starts with two introverts standing silently next to the same bookshelf.
Latvian literature once put together a 'survival kit' for how to survive a book fair. One of the most important rules for me: master the art of looking busy and in case of emergency – hide in the toilet.
