The social artist v04 25-11
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The Social Artist
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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
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Agenda
The Anti Social Artist
You: The Social Artist
Positioning
Media Choices
Case Study: Obey
Assignment: Creating Your
Social Presence
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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
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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
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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
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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
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Discussion
How do you talk about your work?
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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
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Content in chaos
Just as changed music
Just as transformed video
The art gallery is being re-visualized…
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Welcome to the social gallery…
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Agenda
The Anti Social Artist
You: The Social Artist
Positioning
Media Choices
Case Study: Obey
Assignment: Creating Your
Social Presence
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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
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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
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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
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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?
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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
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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
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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.
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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
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Agenda
The Anti Social Artist
You: The Social Artist
Positioning
Media Choices
Case Study: Obey
Assignment: Creating Your
Social Presence
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Case Study
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Positioning a dissident
Engages audience on important causes
Work linked to message
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Site is a blog
Highlights work of other artists
E-Commerce
Used to promote work, discussion causes, open a conversation
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Consistency across media
Same Obey brandingSame causesSame artwork
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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
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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
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Agenda
The Anti Social Artist
You: The Social Artist
Positioning
Media Choices
Case Study: Obey
Assignment: Creating Your
Social Presence
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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
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Assignment for Nov 29
Write your social news release Prepare a 3-5 slide pitch
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Thank You
Blog: www.ronpiovesan.wordpress.comTwitter: @ronpiovesan