MCN 2012: The Message is in the Medium for the Masses

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MCN 2012: Seattle
The Message is in the Medium for the Masses
Ideal Production vs. Real Production

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MCN 2012: The Message is in the Medium for the Masses

  1. 1. The Message is in theMedium for the MassesIdeal Productionvs.Real Production
  2. 2. Whether the light is being used for brain surgery or night baseballis a matter of indifference. It could be argued that these activitiesare in some way the “content” of the electric light, since they couldnot exist without the electric light. This fact merely underlines thepoint that “the medium is the message” because it is themedium that shapes and controls the scale andform of human association and action.(p. 2, McLuhan)
  3. 3. Ideal Production• TV Cameras /Movie Cameras (20,000+)• Experienced Operators and Producers• Broadcast Editing Suite• Extensive Server and Backup system• Or just hire out…
  4. 4. Commercial Production Studio
  5. 5. Art Documentary ProductionProducer: Ian Forster, Wesley Miller & Nick Ravich. Interview: Susan Sollins. Camera:Joel Shapiro. Sound: Roger Phenix. Editor: Joaquin Perez.
  6. 6. Real Production
  7. 7. Video Produced by BPOC forBehold, America! mobile tour
  8. 8. Elements of Production• Sound• Light• Stability• Camera
  9. 9. SOUNDThese are only good forenvironmental soundSennheiser Wireless Mic Kit $630
  10. 10. LIGHT2 light kit $Lowel compact 3 Light Kit $745Impact flood style 3 kit $145
  11. 11. STABILITYManfrotto 504HDw/ 426b legs $675Manfrotto701HDV Headw/755XB legs$400
  12. 12. CAMERACanon 5D Mark II $1900 + 50mm lens $400 = $2300Panasonic HMC150 AVCHD $2795
  13. 13. Producing Content• Pre-production– Script writing– shotlist• Production– Work from script– B-roll (images, vs. video)• Post-Production– Editing: Final Cut, AVID, Premiere
  14. 14. SVAC VideoTITLES VISUALS5-9 “Portraits” of Artists working intheir studiooutside images of studio façades, wideshots and close-ups of the number &unique detailsInterior shots of guilds, 5 each,emphasizing quantity and varietySign for Gallery, interior, fashionablevisitors standing in the gallery postureexamining a work(could be staged) Artist helping a kidpaint/sculpt something, same thingwith adult – could use stills to augmentstills/video of special events(sales/shows), weddings, and otherrental events.Patio Musicians doing their thing,(close ups)People wandering in past the sign,close up feet on patioVisitors pointing out pieces of artWrapping up a piece and a visitortaking itArt class- making somethingMusic (from patio musician) cuts in withfirst series of imagesLOGO (animated)Over 200 San Diego Artists37 Art Studios7 Guilds: Pottery ; Glass;Sculpture; Enamel; SouthwesternArtists ; Woodcarving; Gems andMineralsGallery 21Classes for Adults andChildrenSpecial EventsLive MusicNo admission feesSupportCollectBe InspiredLOGO (static)
  15. 15. Micro-Production Workflow(case study)Copy whole AVCHD folder from cardImport into Premiere & Edit NativelyExport:.mov DNXHD / Unlimited Bitrate H.264.mp4 H.264 10mbps for YouTube.mp4 iTunes settingsWork Drive – Raid 0 Backup Server - Raid 5 LTO tape (when completed)Project folder containing Raw Footage, addtnl files, and exports
  16. 16. Types of Production• Documentation• Educational Produced Content• Promotional Content• Informal Content
  17. 17. Public Program Lectures/Symposia
  18. 18. In-Gallery Public Program Lectures
  19. 19. Promotional Video
  20. 20. Art Performance DocumentationIMA
  21. 21. Education Space Videos(shown on displays with WD HD players)
  22. 22. Education/Public Programs Web Contenthttp://youtu.be/mshPBMzRKqQIMATANG
  23. 23. Whether the light is being used for brain surgery or night baseballis a matter of indifference. It could be argued that these activitiesare in some way the “content” of the electric light, since they couldnot exist without the electric light. This fact merely underlines thepoint that “the medium is the message” because it is themedium that shapes and controls the scale andform of human association and action.(p. 2, McLuhan)
  24. 24. Thank you• Andy at the Walker• Vickie at the TANG• Emily at IMA• Chris at CIA• Michael and Josh at the Guggenheim• Gary at McNay• Joaquin at MoPA• Julie at MoPA
  25. 25. Still from Art Thoughtz, Video Blog by Hennessy Youngman

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