FILE - Electronic Language International Festival - is a nonprofit cultural organization that promotes a reflection on current key issues of contemporary electronic-digital universe, during the past 10-years history the festival has being promoting through events and publications the national and international new media art production in Brazil, in South America. FILE brings together works of digital aesthetic expression, with the main trends and movements in contemporary culture, which are diversified in the fields of digital culture: Electronic Sonority, Digital Language and Interactive Art. FILE PRIX LUX was conceived to complement FILE's actions in the area of electronic and digital languages, with the intent of rewarding, motivating and stimulating the emergence of new talents. This new initiative by FILE intends, besides the exhibition and presentation of works, to add value to such manifestations, conferring to the awarded artists a national and international impact. Seeking to escape and transform the elitist traditional white cube artistic environment FILE PAI was created to approach a wider public, the first FILE PAI had as stage the Paulista Avenue, the main Sao Paulo street. ” In digital arts there is not distinction, in their use, between learning and fruition-interaction. This guarantees the return of the public, the wider public, not only the elites, to the world of arts, in an unprecedented volume, that can only be worked out in a more effective way in the contemporary world with public strategies of digital interaction” (Barreto, Ricardo-210) http://www.filepai.org/sobre.aspx.