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 15 years in Corporate  Communications Industries: Music to IT; start-ups  to MNCs Avid blogger Bachelors of Journalis...
   The Anti Social Artist   You: The Social Artist     Positioning     Media Choices   Case Study: Obey   Assignment...
   Painter   Born: January 28, 1912   Died: August 11, 1956   Rarely talked about his work   Would only talk about pa...
   Filmmaker   Born: July 26, 1928   Died: March 7, 1999   American, but rarely left his    English estate   Rumored ...
   Writer   Born: January 1, 1919   Died: January 27, 2010   Legendary recluse   Published his last work in 1965   G...
   Stereotype   Romanticized figure who shuns society   Relentless pursuit of excellence causes them    to withdraw   ...
How do you talkabout your work?
Facebook: 1 in every 13 people aliveTwitter: 1 billion Tweets/week- Lady Gaga 9.5 million followers      YouTube: NigaHiga...
   Just as                  changed music   Just as                  transformed video   The art gallery is being re-vi...
   The Anti Social Artist   You: The Social Artist     Positioning     Media Choices   Case Study: Obey   Assignment...
   Promotes interactions with art   Actively defines herself/himself to the public   Constantly seeks and provides feed...
Positioning Artist/designer knows who he/she is Puts work into context Rises above the noise of the art marketMedia Ar...
   Key concepts, simply explained, that:     Describe who you are     What you do     What makes you unique   Use com...
   Are you conventional or avant garde?     In what way?   Do you have a cause: political, social?   How do you compar...
An Explanation         A Conversation    • Press releases       • Social press    • Rely on                release      ma...
Headline                                                     Headline             Narrative 1                             ...
SFMOMA PRESENTS BILL FONTANA’S SONIC SHADOWSNew Sound Sculpture Transforms Museum Space into Acoustic ExperienceRelease da...
SFMOMA PRESENTS BILL FONTANA’S SONIC SHADOWSNew Sound Sculpture Transforms Museum Space into Acoustic Experience    Novem...
   The Anti Social Artist   You: The Social Artist     Positioning     Media Choices   Case Study: Obey   Assignment...
Work linked                   to messageEngagesaudience onimportant causes
E-                                                      CommerceHighlights workof other artists     Used to promote work, ...
Same Obey brandingSame causesSame artwork
   What is Shepard Fairey’s positioning?     Commercial art techniques for a dissident political      agenda     Street...
   Blog acts as social news release     Constantly updated     Updates are syndicated across Twitter   Modular, you ar...
   The Anti Social Artist   You: The Social Artist     Positioning     Media Choices   Case Study: Obey   Assignment...
   Build your positioning     How are you going to communicate to the rest of     the world?      ▪ Who are you?      ▪ ...
   Write your social news release   Prepare a 3-5 slide pitch
Blog: www.ronpiovesan.wordpress.comTwitter: @ronpiovesan
The social artist v04 25-11
The social artist v04 25-11
The social artist v04 25-11
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The social artist v04 25-11

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Transcript of "The social artist v04 25-11"

  1. 1.  15 years in Corporate Communications Industries: Music to IT; start-ups to MNCs Avid blogger Bachelors of Journalism MA, Media and Communications MBA Get you to think critically about how you communicate Introduce concepts around social networks, why they are relevant
  2. 2.  The Anti Social Artist You: The Social Artist  Positioning  Media Choices Case Study: Obey Assignment: Creating Your Social Presence
  3. 3.  Painter Born: January 28, 1912 Died: August 11, 1956 Rarely talked about his work Would only talk about painting after a few (too many) drinks
  4. 4.  Filmmaker Born: July 26, 1928 Died: March 7, 1999 American, but rarely left his English estate Rumored (rightly or wrongly) to be anything from a reclusive genius to megalomaniacal lunatic shut off from the world
  5. 5.  Writer Born: January 1, 1919 Died: January 27, 2010 Legendary recluse Published his last work in 1965 Gave last interview in 1980 Repeatedly denied offers to turn his books into movies
  6. 6.  Stereotype Romanticized figure who shuns society Relentless pursuit of excellence causes them to withdraw Doesn’t talk about their work, lets work speak on its own Antiquated concept in the social age
  7. 7. How do you talkabout your work?
  8. 8. Facebook: 1 in every 13 people aliveTwitter: 1 billion Tweets/week- Lady Gaga 9.5 million followers YouTube: NigaHiga UNLV film student 3.5M subs
  9. 9.  Just as changed music Just as transformed video The art gallery is being re-visualized…
  10. 10.  The Anti Social Artist You: The Social Artist  Positioning  Media Choices Case Study: Obey Assignment: Creating Your Social Presence
  11. 11.  Promotes interactions with art Actively defines herself/himself to the public Constantly seeks and provides feedback Sees media as a tool for engagement, not a tool for publicity Social Artist not only communicates through their workSeeks two-way conversation with audience, the art market
  12. 12. Positioning Artist/designer knows who he/she is Puts work into context Rises above the noise of the art marketMedia Art media Creating your own media Uses social tools to communicate positioning
  13. 13.  Key concepts, simply explained, that:  Describe who you are  What you do  What makes you unique Use comparisons or analogies  Need to help your potential audience quickly understand you Positioning will inform everything you do Will give you a consistent language to describe yourself, regardless of medium
  14. 14.  Are you conventional or avant garde?  In what way? Do you have a cause: political, social? How do you compare to other artists?
  15. 15. An Explanation A Conversation • Press releases • Social press • Rely on release mainstream • Create own media media • Teach • Talk to audience audience about your about your work work
  16. 16. Headline Headline Narrative 1 Narratives Narrative 2 Quotes Links Only the top is important The entire release is consumedEdit the release further down you go Audience determines what is important
  17. 17. SFMOMA PRESENTS BILL FONTANA’S SONIC SHADOWSNew Sound Sculpture Transforms Museum Space into Acoustic ExperienceRelease date: September 16, 2010On November 20, 2010, SFMOMA debuts a new site-specific sound sculpture by San Francisco–based artist Bill Fontana.Entitled Sonic Shadows, the work transforms the museums dramatic circular skylight and fifth-floorsteel truss pedestrian bridge into musical instruments. Exploring both visible and invisiblearchitectural features of the museum, the work creates an acoustic translation of the physical space.Commissioned as part of SFMOMAs 75th anniversary celebration, Sonic Shadows is Fontanas firsttruly kinetic and interactive sound sculpture. While Fontanas past works typically relocatedenvironmental sounds to a remote location such as a museum, he is now exploring ambient and livesounds generated by specific spaces in response to the energy of weather, visitors, or a buildingsinfrastructure. The artists concept for Sonic Shadows grew out of these recent investigations intohow architectural structures resonate. Sonic Shadows is organized by Rudolf Frieling, SFMOMAcurator of media arts, and will run through October 16, 2011.
  18. 18. SFMOMA PRESENTS BILL FONTANA’S SONIC SHADOWSNew Sound Sculpture Transforms Museum Space into Acoustic Experience  November 20, 2010, SFMOMA debuts a new site-specific sound sculpture by San Francisco– based artist Bill Fontana called Sonic Shadows  It will transform the museums dramatic circular skylight and fifth-floor steel truss pedestrian bridge into musical instruments.  Sonic Shadows explores explored the architectural features of the museum, to create an acoustic translation of the physical space.Quote: Rudolf Frieling, SFMOMA curator of media arts,"What Bill Fontana has achieved is a truly hybrid and reactive sculpture of sound in time. We canlisten to the three dimensions of a spatial arrangement inside the architectural setting of ourmuseum based on a new technology of hypersonic speakers.Links:Bill Fontan: http://www.resoundings.org/Bill Fontana: Caught by the riverhttp://www.guardian.co.uk/music/2010/apr/15/bill-fontana-interview
  19. 19.  The Anti Social Artist You: The Social Artist  Positioning  Media Choices Case Study: Obey Assignment: Creating Your Social Presence
  20. 20. Work linked to messageEngagesaudience onimportant causes
  21. 21. E- CommerceHighlights workof other artists Used to promote work, discussion causes, open a conversation
  22. 22. Same Obey brandingSame causesSame artwork
  23. 23.  What is Shepard Fairey’s positioning?  Commercial art techniques for a dissident political agenda  Street and pop art: Cross between a graffiti artist and Andy Warhol  An “alternative” figure for the mainstream Not exact descriptions, but help audience create a mental image
  24. 24.  Blog acts as social news release  Constantly updated  Updates are syndicated across Twitter Modular, you are invited to enter and explore Not linear; mixture of political messages, personal messages, commerce Positioning remains constant
  25. 25.  The Anti Social Artist You: The Social Artist  Positioning  Media Choices Case Study: Obey Assignment: Creating Your Social Presence
  26. 26.  Build your positioning  How are you going to communicate to the rest of the world? ▪ Who are you? ▪ What do you do? ▪ What makes you unique? Use comparisons or analogies
  27. 27.  Write your social news release Prepare a 3-5 slide pitch
  28. 28. Blog: www.ronpiovesan.wordpress.comTwitter: @ronpiovesan
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