Post on 09-May-2015
description
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July 24, 2013
The Medium is the Message
Hashtag: #ArtistEngage Check-in: Music Building
In partnership with
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 - Definitionb. Destination Vision - Definition
3. Medium is the Messagea. Introduction - 30 minb. Group Discussion 15 minc. Content Case 1 - 30 mind. Content Case 2 - 30 mine. Content Calendar
4. CLIVER Band Meet / Greet / Q&A (60 mins)
2013
TO
Live Concert
Live
Concert
2003
FROM
TRADITIONAL BARRIERS EVOLVE INDIVIDUAL BIAS COLLABORATIVE NO PLAN INSIGHTS STRATEGY
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
"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
WEEK 3 pLAN
1. Explore
2. Experiment
3. Measure
4. Partner
5. Amplify
Five Actionsto learning a new medium.
One Key Tool 6. Content Calendar
Action 1 | ExploreHow-the-Gallery Fine Art World
Works in 6 pages
Sometimes a feeling leads to an unexpected realization.
#ArtistEngage
GALLERY FINE Art World
#ArtistEngage
Art World
#ArtistEngage
Art World
#ArtistEngage
Art World
Action 2 | ExperimentRoo Zine - Digital Salvation
Stick to the vision, to drive the outcome.
CASE 1 | ROO ZINE - Experiment
#ArtistEngage
Digital SalvationROO 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?
CASE 1 | ROO ZINE - Experiment
#ArtistEngage
INSTAGRAMORIGINAL WALL MURAL
PIXLR Express+
SOUNDCLOUDMADMAPPER GIFBOOM
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
Action 3 | Measure #MusicMonday
Use simple projects and measure the impact of your efforts.
#MusicMondayDJ 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
CASE 2 | #MUSICMONDAY - Measure
#ArtistEngage
People Reached: 26,362Likes: 33Comments: 1Shares: 3Plays: 33Clicks: 60
People Reached: 26,362Comments: 4Favorites: 14Downloads: 1Plays: 142
Total Spent: $134.67
Cost Per play: $.94
HOW CAN WE LOWER COSTS?
Action 4 | PartnerStereotypes.fm
Use strategic partnerships to borrow and exchange equity.
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.
CASE 2 | Stereotypes.fm - Partner
#ArtistEngage
FriendsFacebook: 2,444Twitter: 66Stereotypes: 2Total: 2,512
FriendsFacebook: 1,292Twitter: 883Stereotypes: 17Total: 2,192
Ravin Dave
Luke Barta
FriendsFacebook: 9,031Twitter: 27,201Stereotypes: 3Total: 36,235
DJ Journey
40,939 Combined Reach
Action 5 | AmplifyBORAY
Document, Distribute, Discuss, Collaborate
CASE 3 | BORAY - Amplify
#ArtistEngage
From Corporate Journeyman to Professional Artist ... in 4 years
#ArtistEngage
DOCUMENTDISTRIBUTE +
DISCUSS COLLABORATE
CASE 3 | BORAY - Amplify
Tool | OrganizeContent Calendar
Organization breeds success.
content calendar
#ArtistEngage
GROUP DISCUSSION:
How do you manage all of your
content publishing?
CONTENT Organizer
CONTENT CALENDAR