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RSC CILIP presentation 2016 v004
1. Michelle Morton, Image Manager, Royal Shakespeare Company
Patrick Towell, Chief Executive, Golant Media Ventures
Managing Information, CILIP conference, 12 July 2016
1
Systematising Shakespeare:
The Royal Shakespeare Company’s
journey from image management
darkness to DAM enlightenment
Michelle Morton, RSC and Patrick Towell, GMV
3. Intangible assets:
In creative organisations, investment in
ideas and creative works or ‘intangible
estate’ is bigger than ‘real estate’ and
other tangible assets
Assets (definition) ‘do work’ and create
future value
How images become assets:
With the right data
With known rights position
With subject matter knowledge
With the RSC brand
3
IMAGE ASSETS = VALUE
Michelle Morton, RSC and Patrick Towell, GMV
4. 4
THE RSC ARCHIVE
Michelle Morton, RSC and Patrick Towell, GMV
Physical objects
Archive – a 'record'
used by:
- members of the public
- researchers
- source of licensable
material
- design/creative
reference from the past
'Live' production
library – costume, prop,
prompt book (written
documentation) used
and reused within
productions, hired, sold
etc
Collections – a 'record'
used by:
- source of licensable
material
- design/creative
reference from the past
- form basis of curated
exhibitions
Physical imagery
(pre-digital artwork and
photographs)
5. 5
THE RSC ARCHIVE
Michelle Morton, RSC and Patrick Towell, GMV
Physical objects
Archive – a 'record'
used by:
- members of the public
- researchers
- source of licensable
material
- design/creative
reference from the past
Collections – a 'record'
used by:
- source of licensable
material
- design/creative
reference from the past
- form basis of curated
exhibitions
Digital objects
Archive & Collections
– digital surrogates of
objects for identification,
preservation,
cataloguing, licensing
purposes
'Live' production
library – costume, prop,
prompt book (written
documentation) used
and reused within
productions, hired, sold
etc
Physical imagery
(pre-digital artwork and
photographs)
6. 6
THE RSC ARCHIVE
Michelle Morton, RSC and Patrick Towell, GMV
Physical objects
Archive – a 'record'
used by:
- members of the public
- researchers
- source of licensable
material
- design/creative
reference from the past
Collections – a 'record'
used by:
- source of licensable
material
- design/creative
reference from the past
- form basis of curated
exhibitions
Digital objects
Archive & Collections
– digital surrogates of
objects for identification,
preservation,
cataloguing, licensing
purposes
'Live' production
library – costume, prop,
prompt book (written
documentation) used
and reused within
productions, hired, sold
etc
Physical imagery
(pre-digital artwork and
photographs)
Born digital images
(photos & artwork) – no
systematised catalogue
or storage
7. 7
THE RSC ARCHIVE
Michelle Morton, RSC and Patrick Towell, GMV
Physical objects
Archive – a 'record'
used by:
- members of the public
- researchers
- source of licensable
material
- design/creative
reference from the past
Collections – a 'record'
used by:
- source of licensable
material
- design/creative
reference from the past
- form basis of curated
exhibitions
Digital objects
Archive & Collections
– digital surrogates of
objects for identification,
preservation,
cataloguing, licensing
purposes
'Live' production
library – costume, prop,
prompt book (written
documentation) used
and reused within
productions, hired, sold
etc
Physical imagery
(pre-digital artwork and
photographs)
'Live' digital library –
used as a resource daily
by organisation for:
- creative
- promotion &
communications
- public benefit
- commercial
8. 8
THE RSC ARCHIVE
Michelle Morton, RSC and Patrick Towell, GMV
Physical objects
Archive – a 'record'
used by:
- members of the public
- researchers
- source of licensable
material
- design/creative
reference from the past
Collections – a 'record'
used by:
- source of licensable
material
- design/creative
reference from the past
- form basis of curated
exhibitions
Digital objects
Archive & Collections
– digital surrogates of
objects for identification,
preservation,
cataloguing, licensing
purposes
'Live' production
library – costume, prop,
prompt book (written
documentation) used
and reused within
productions, hired, sold
etc
Physical imagery
(pre-digital artwork and
photographs)
'Live' digital library –
used as a resource daily
by organisation for:
- creative
- promotion &
communications
- public benefit
- commercial
Archive of the born
digital content
9. Legal
Enterprise
Film Unit Video Department
Development
IT
Education
Graphics
Press/Comms
Marketing SBT
E&E
Danny
Evans
Comms
Jane Ellis
Comms
Michelle
Morton
Enterprise
Gina Print
Graphics
Matthew
Boss
Graphics
Andy
Williams
Graphics
Nada Zakula
Press
Directors
Jo Litt
Marketing
Anna
Mitchelson
Marketing
David Collins
Marketing
Natasha
Goodge
Marketing
Elin Joseph
Marketing
Laura
McMillan
Marketing
Chris Hill
Marketing
Chris McGill
Video
Annette
Bowery
Graphics
Actors Producers
John
Benfield
Press/
Comms
Tim Baxter
Video
Max White
Video
James
Oprey
Films
Geraldine
Collinge
E&E
Georgia
Mazower
E&E
Catherine
Simpson
E&EBea Hendry
E&E
Dean Asker
Press
Phillippa
Harland
Press
Helen
Hargest
SBT
Lucien
Riviere
Comms
Kevin Wright
Enterprise
Sarah
Lovsey
Enterprise
Liz
Thompson
Comms
Caroline
Barnett
Legal
Amy Hurst
SBT
Anna
Griffiths
SBT
Robyn
Greenwood
SBT
David
Hopes
SBT
Rosalyn
Smith
SBT
Chris O'Brien
IT
Matt Collins
Develt
Jacqui
O'Hanlon
Education
Melanie
Whitehead
Education
Commissioning new graphics
New versions of web images
Image edit assistance
Video admin
Video admin
Video admin
Image admin
Commission films
Use images she has
commissioned
Work together
to find images
Line manage
Line managePart of
team
Commissioning
News items
for web
Use images she has
commissioned
Commissioning
Manager
Press commissions
Animations &
stills for films
Commissions
Rehearsal
photos
Sourcing images
from discs
Sourcing archived images
& clearing permissions
Rights queries
Rights queries
Rights queries
Commercial use of
RSC created images
Passes on
rights requests
Line manager
Supplying
images for
internal use
Suggesting images
for digitisation
Copyright issues
Requesting images
from museum
collections
Provide software
development,
hosting & storage
Commissioning
Working on
restaurant site
Use her file
of RSC Transformed
images
Get copies
of images
Source iBase
images
Commissioning
Access production images
Access production
images
Reformatting Choosing
images
Choosing
images
Choosing
images
Images for use
on website
Approvals
Approvals
Commissioning
Finding approved
production images
Resize production
images
Resize production
images
Tower/Tours/
Restaurant images
Commissioning,
concepts, rights
Commissioning,
concepts, rights
Commissioning
and approvals
Commissioning
& approvals
Approvals
Approvals
Approvals, EPO
Rights questions
Image requests
Clearing
requests
Use of
their
images
Actor requests
for images
E&E images
for press use
Child protection
issues
Commissioning, rights
Commissioning, rights
Commissioning,
rights
Rights
Rights
Rights
Rights
Commissioning
Commissioning
Images for
press
Images for Young
People's Shakespeare
Commissioning
Production
images
Sourcing
films
Working on
marketing
visuals
Andrew Rye
Develt
Vince
Herbert
Video
Note: Some departments are represented
more completely than others, due to the
limitations of the original survey.
Carolyn
Porter
Comms
Volunteers
for
Providing images
Providing
images
Providing images
Providing
images
THE PROBLEM
Taken from Golant Media Ventures report, 2012
Michelle Morton, RSC and Patrick Towell, GMV
11. THE SOLUTION: RIGHTS
Michelle Morton, RSC and Patrick Towell, GMV
What rights are there in this image?
Set designer
Costume designer
Copyright.
Non-incidental
inclusion of
copyright work
in image.
Actor
Reproduction
of likeness
Photographer
Copyright
Moral rights
Commissioner
Parent or guardian
Child actor
or participant
Reproduction
of likeness
Moral
rights
Copyright may
be assigned
Moral rights include:
Integrity
Right to be identified as author
Right to object to derogatory use
Right in image itself
Right in content of image
11
12. 12
Standards for the information that describes images – metadata: People,
places, dates, productions…
Designed from looking at roles, processes, uses foremost – content
second
Build with consensus across the organisation – not imposed
Implemented across multiple systems – including DAMS and file storage
THE SOLUTION: STANDARDS
Michelle Morton, RSC and Patrick Towell, GMV
16. CONCLUSIONS FOR
THE WIDER SECTOR
Conceptual shift to viewing images as
assets – modelling creative, social
and commercial value
Context of reduced funding and the
need to be more enterprising for
sustainability and resilience
21st century media, entertainment and
cultural context – content marketing;
social media; AV/image dominance;
mobile
Driven by organisational vision –
achieved through culture change and
people, technology is not the answer!
16Michelle Morton, RSC and Patrick Towell, GMV
Not everything is an asset – it could just be ‘stuff’
If you can’t find it, or you don’t know what it is, then you can’t use it
The brief -
Redefine the question
Surveying, who does what to what kind of asset – focusing on the verbs not the nouns
Spaghetti diagram – was a way of showing how it could never work
Reputational damage of the enquiry going round the houses – made RSC look silly to media and publishing and education
Now on to the answer
The answer is never technology
Like all good actors – got to work out your motivation -vision thing
Process – people doing things (not the objects)
Referring back to what makes an asset – rights, information about the image (both need to be codified, standardised)
Then when you have stable process, standards, rights – you can represent these in a system
Got to get everyone at least aware enough to know what they don’t know
Photographer own photo unless assigned rights
International use introduces additional rights – like reproduction of likeness
What’s included non-incidentally in the image
Information Standards Working Group
Consensus being defined as the absence of sustained objection - bore people into submission
Again verbs not the nouns – how someone is going to create, find, reuse
Same approach can be applied across many different kinds of organisations and collections
Digital and commercial strategy for the Cornwall Archives run by Cornwall Council
DAMS requirements for Birmingham Museums Trust
Content exploitation strategy for Miracle Theatre in Cornwall, for Theatre of Debate engaging young people with science, medicine and other research
Starting all over again at the ROH
