#ArtistEngage is a workshop series that Educates Artists through collaborative dialogue in order to encourage participation, action and evolution in our creative community. We are about helping independent artists through discovery and education. This workshop was presented in partnership with CBGB Festival and the Music Building. It was hosted by Roo Zine, DJ Journey and Ravin Dave

1. July 24, 2013
The Medium is the Message
Hashtag: #ArtistEngage
Check-in: Music Building
In partnership with

2. PURPOSE:
- Discuss and understand the power of the medium and how to deliver more impactful messages.
OUTCOME:
- Constructive, collaborative conversation about vision, artistic vision, and how vision can work harder
to help us achieve our goals.
STRUCTURE:
1. Introductions (15 mins)
2. Recap / Set-up (15 mins)
a. Flip the Switch - Definition
b. Destination Vision - Definition
3. Medium is the Message
a. Introduction - 30 min
b. Group Discussion 15 min
c. Content Case 1 - 30 min
d. Content Case 2 - 30 min
e. Content Calendar
4. CLIVER Band Meet / Greet / Q&A (60 mins)

3. 2013
TO
Print
Live Concert
Live
Concert
Print
2003
FROM
TRADITIONAL BARRIERS EVOLVE
INDIVIDUAL BIAS COLLABORATIVE
NO PLAN INSIGHTS STRATEGY

4. 1. Paint a picture with the mind's eye
2. KEEP YOUR EYE ON THE PRIze
3. USE Action Initiation Method (AIM)
WEEK 2 recap

5. "The medium is the message" is a phrase coined
by Marshall McLuhan meaning that the form of a
medium embeds itself in the message, creating a
symbiotic relationship by which the medium
influences how the message is perceived.
WEEK 3 pLAN

6. WEEK 3 pLAN
1. Explore
2. Experiment
3. Measure
4. Partner
5. Amplify
Five Actions
to learning a new
medium.
One Key Tool 6. Content Calendar

7. Action 1 | Explore
How-the-Gallery Fine Art World
Works in 6 pages
Sometimes a feeling leads to an unexpected realization.

8. #ArtistEngage
GALLERY FINE Art World

9. #ArtistEngage
Art World

10. #ArtistEngage
Art World

11. #ArtistEngage
Art World

12. Action 2 | Experiment
Roo Zine - Digital Salvation
Stick to the vision, to drive the outcome.

13. CASE 1 | ROO ZINE - Experiment
#ArtistEngage
Digital Salvation
ROO ZINE
WHAT:
● A floor to ceiling, 2 panel, hand-painted mural
of the sounds in studio 1203.
Warped buildings.
HOW LONG:
● Two years and counting.
WHY:
● It self-destructed, and reincarnated in digital
imagination...
● Or said differently - used 6 different tools over
2 years to bring it to life for different audiences.
QUESTION:
● Has the meaning changed though its
reincarnation?

14. CASE 1 | ROO ZINE - Experiment
#ArtistEngage
INSTAGRAMORIGINAL WALL
MURAL
PIXLR Express+
SOUNDCLOUDMADMAPPER GIFBOOM

15. CASE 1 | ROO ZINE - Experiment
#ArtistEngage
MADMAPPER
[Embed code: <iframe width="560" height="315" src="//www.youtube.com/embed/P4DaZWFUXPE?
list=UUXP9VHTP1UBKrXozb2itFrQ" frameborder="0" allowfullscreen></iframe>]
YOUTUBE URL: http://www.youtube.com/watch?v=m9km5iLLGag&feature=youtu.be

16. Action 3 | Measure
#MusicMonday
Use simple projects and measure the impact of your efforts.

17. #MusicMonday
DJ Journey & Ravin Dave
WHAT:
● #MusicMonday #Mixtape Series is a weekly
15-20 min mixtape from a #ME artist.
● Original, remix, work-in-progress, other artists
HOW LONG:
● Launched 4 weeks ago
WHY:
● Create weekly content that showcases the
personalities and talents of each partner
● Build an archive of mixtape demos
CASE 2 | #MusicMonday - Measure
#ArtistEngage

18. CASE 2 | #MUSICMONDAY - Measure
#ArtistEngage
People Reached: 26,362
Likes: 33
Comments: 1
Shares: 3
Plays: 33
Clicks: 60
People Reached: 26,362
Comments: 4
Favorites: 14
Downloads: 1
Plays: 142
Total Spent: $134.67
Cost Per play: $.94
HOW CAN WE LOWER
COSTS?

19. Action 4 | Partner
Stereotypes.fm
Use strategic partnerships to borrow and exchange equity.

20. CASE 1 | Stereotypes.fm -
Partner
#ArtistEngage
WHAT:
● New Stereotypes iPhone app helps you and 30 rising
stars, with a combined 3 million fans following them,
sharing what songs impacted us the most.
● Each day, Stereotypes asks a series of personal
questions, and anyone who wants to be a VJ can answer
those questions by choosing a music video from YouTube
and recording a short video to introduce it.
● Stereotypes is a New York City based startup. In 2012,
Stereotypes won the Ultralight Startups Pitch contest in
New York City, and was later selected to the DreamIt
Ventures 2013 Accelerator program as well as the 2013
SxSW Music Accelerator program.
HOW LONG:
● Just launched - 3 months
WHY:
● Each month, Stereotypes will feature a group of rising
stars as VJs.
● Gain additional exposure to national audience that already
follows other artists.

21. CASE 2 | Stereotypes.fm -
Partner
#ArtistEngage
Friends
Facebook: 2,444
Twitter: 66
Stereotypes: 2
Total: 2,512
Friends
Facebook: 1,292
Twitter: 883
Stereotypes: 17
Total: 2,192
Ravin Dave
Luke Barta
Friends
Facebook: 9,031
Twitter: 27,201
Stereotypes: 3
Total: 36,235
DJ Journey
40,939 Combined Reach

22. Action 5 | Amplify
BORAY
Document, Distribute, Discuss, Collaborate

23. CASE 3 | BORAY - Amplify
#ArtistEngage
From Corporate Journeyman
to Professional Artist ... in 4 years

24. #ArtistEngage
DOCUMENT
DISTRIBUTE +
DISCUSS COLLABORATE
CASE 3 | BORAY - Amplify

25. Tool | Organize
Content Calendar
Organization breeds success.

26. content calendar
#ArtistEngage
GROUP DISCUSSION:
How do you manage all of your
content publishing?

27. CONTENT Organizer

28. CONTENT CALENDAR