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

Print

Live Concert

Live

Concert

Print

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