The Social Artist

About me and my goals

15 years in Corporate Communications

Industries: Music to IT; start-ups to MNCs

Avid blogger Bachelors of Journalism MA, Media and

Communications MBA Get you to think critically about how you communicateIntroduce concepts around social networks, why they

are relevant

Agenda

The Anti Social Artist

You: The Social Artist

Positioning

Media Choices

Case Study: Obey

Assignment: Creating Your

Social Presence

Jackson Pollock

Painter Born: January 28, 1912 Died: August 11, 1956 Rarely talked about his

work Would only talk about

painting after a few (too many) drinks

Stanley Kubrick

Filmmaker Born: July 26, 1928 Died: March 7, 1999 American, but rarely left his

English estate Rumored (rightly or wrongly)

to be anything from a reclusive genius to megalomaniacal lunatic shut off from the world

JD Salinger

Writer Born: January 1, 1919 Died: January 27, 2010 Legendary recluse Published his last work in

1965 Gave last interview in

1980 Repeatedly denied offers

to turn his books into movies

The anti-social artist

Stereotype Romanticized figure who shuns

society Relentless pursuit of excellence

causes them to withdraw Doesn’t talk about their work, lets

work speak on its own

Antiquated concept in the social age

Discussion

How do you talk about your work?

Platforms for culture

Facebook: 1 in every 13 people aliveTwitter: 1 billion Tweets/week- Lady Gaga 9.5

million followersYouTube: NigaHiga UNLV film student 3.5M subs

Content in chaos

Just as changed music

Just as transformed video

The art gallery is being re-visualized…

Welcome to the social gallery…

Agenda

The Anti Social Artist

You: The Social Artist

Positioning

Media Choices

Case Study: Obey

Assignment: Creating Your

Social Presence

The social artist

Promotes interactions with art Actively defines herself/himself to

the public Constantly seeks and provides

feedback Sees media as a tool for

engagement, not a tool for publicitySocial Artist not only communicates through

their workSeeks two-way conversation with audience,

the art market

Building the social artist

Positioning Artist/designer knows who he/she is Puts work into context Rises above the noise of the art

market

Media Art media Creating your own media Uses social tools to communicate

positioning

Positioning

Key concepts, simply explained, that: Describe who you are What you do What makes you unique

Use comparisons or analogies Need to help your potential audience

quickly understand you

Positioning will inform everything you doWill give you a consistent language to

describe yourself, regardless of medium

How do you position yourself?

Are you conventional or avant garde? In what way?

Do you have a cause: political, social?

How do you compare to other artists?

Media

An Explanation

• Press releases

• Rely on mainstream media

• Teach audience about your work

A Conversation

• Social press release

• Create own media

• Talk to audience about your work

Writing a social release

Headline

Narrative 1

Narrative 2

Headline

Quotes

Narratives

Links

Only the top is importantEdit the release further down

you go

The entire release is consumedAudience determines what is

important

Traditional

SFMOMA PRESENTS BILL FONTANA’S SONIC SHADOWS

New Sound Sculpture Transforms Museum Space into Acoustic Experience

Release date: September 16, 2010

On November 20, 2010, SFMOMA debuts a new site-specific sound sculpture by San Francisco–based artist Bill Fontana.

Entitled Sonic Shadows, the work transforms the museum's dramatic circular skylight and fifth-floor steel truss pedestrian bridge into musical instruments. Exploring both visible and invisible architectural features of the museum, the work creates an acoustic translation of the physical space.

Commissioned as part of SFMOMA's 75th anniversary celebration, Sonic Shadows is Fontana's first truly kinetic and interactive sound sculpture. While Fontana's past works typically relocated environmental sounds to a remote location such as a museum, he is now exploring ambient and live sounds generated by specific spaces in response to the energy of weather, visitors, or a building's infrastructure. The artist's concept for Sonic Shadows grew out of these recent investigations into how architectural structures resonate. Sonic Shadows is organized by Rudolf Frieling, SFMOMA curator of media arts, and will run through October 16, 2011.

Social

SFMOMA PRESENTS BILL FONTANA’S SONIC SHADOWS

New Sound Sculpture Transforms Museum Space into Acoustic Experience

November 20, 2010, SFMOMA debuts a new site-specific sound sculpture by San Francisco–based artist Bill Fontana called Sonic Shadows

It will transform the museum's dramatic circular skylight and fifth-floor steel truss pedestrian bridge into musical instruments.

Sonic Shadows explores explored the architectural features of the museum, to create an acoustic translation of the physical space.

Quote: Rudolf Frieling, SFMOMA curator of media arts, "What Bill Fontana has achieved is a truly hybrid and reactive sculpture of sound in time. We can listen to the three dimensions of a spatial arrangement inside the architectural setting of our museum based on a new technology of hypersonic speakers.

Links:Bill Fontan: http://www.resoundings.org/ Bill Fontana: Caught by the riverhttp://www.guardian.co.uk/music/2010/apr/15/bill-fontana-interview

Agenda

The Anti Social Artist

You: The Social Artist

Positioning

Media Choices

Case Study: Obey

Assignment: Creating Your

Social Presence

Case Study

Positioning a dissident

Engages audience on important causes

Work linked to message

Site is a blog

Highlights work of other artists

E-Commerce

Used to promote work, discussion causes, open a conversation

Consistency across media

Same Obey brandingSame causesSame artwork

Reverse engineer “Obey”

What is Shepard Fairey’s positioning? Commercial art techniques for a

dissident political agenda Street and pop art: Cross between a

graffiti artist and Andy Warhol An “alternative” figure for the

mainstream Not exact descriptions, but help

audience create a mental image

Use of media

Blog acts as social news release Constantly updated Updates are syndicated across Twitter

Modular, you are invited to enter and explore

Not linear; mixture of political messages, personal messages, commerce

Positioning remains constant

Agenda

The Anti Social Artist

You: The Social Artist

Positioning

Media Choices

Case Study: Obey

Assignment: Creating Your

Social Presence

In class assignment

Build your positioning How are you going to communicate to

the rest of the world?▪ Who are you?▪ What do you do?▪ What makes you unique?

Use comparisons or analogies

Assignment for Nov 29

Write your social news release Prepare a 3-5 slide pitch

Thank You

Blog: www.ronpiovesan.wordpress.comTwitter: @ronpiovesan