Marketing your art with Video

When you are starting out as a visual artist, trying to sell your work directly to your audience, you need to access the full scope of your network. Your inner ring of friends and family may be a useful initial market, but it is finite and soon you are going to have to reach out to people you may only have a passing familiarity with and beyond. It is important to remember that the outer reaches of your network don’t have the same connection with you as your inner network. They don’t know why you make the work that you do and don’t necessarily have a personal loyalty to you and your art, yet.

Hands down, galleries are the best tools for selling your art. People who go into a gallery already have an intention of experiencing art and purchasing the right piece at the right price for them. The problem with galleries is that they only exist in a single space, and shows only happen for a limited time; not everyone who has an interest in your work will be able to attend your next show. Rather obviously, the internet is the next logical place to take your work – it’s available 24/7 to people all around the world who may be looking for exactly what you have to offer. But the internet is a crowded place and if you want to stand out among the crowd of Tumblrs and portfolio sites, you have to show something different, something more personal, something that makes a connection with your audience. There are all kinds of SEO (search engine optimization) tips and tricks lists out there, and they are always changing as search engines like Google update their algorithms. One thing that remains constant is that a variety of content media (text, images and videos) helps your page rank well, and video content hosted on Youtube will rank well on Google in particular.

Art buyers and enthusiasts are more eager to follow and acquire your work when they feel like they know who you are and what you stand for; a profile video, therefore, can tell your story and introduce you alongside your art. Video also allows the work to breathe in a way that still images never can, particularly with three dimensional works where the different planes of a piece can be examined in a more fluid and natural way. A video can also incorporate music which is an effective tool for communicating an emotion with an audience. When used skillfully, music can mask the cold veneer of technology and draw the viewer into an emotional relationship with your art. If you take commissions, a video showcasing how you work with your clients to create the perfect work of art for them will instill confidence in potential clients, potentially earning you a meeting.




American Bank Note Company, Ottawa. [Public domain]

Why Hire a Crowdfunding Manager?

Some of the services we offer at Caulfield White Creative Industries are based around crowdfunding. It is a medium we are really passionate about as it has helped democratize art-making to a degree, we would never have been able to make the Canadian Frame(lines) project or our documentary film Come Home without crowdfunding. Over the past 5 years we have done countless hours or research, managed our own crowdfunding endeavours, as well as managing and consulting on the campaigns of others. While we learn new things with every project, we learned the most on our first attempt at crowdfunding where we only raised 21% of our goal  – in other words, we learned from a HUGE FAILURE. We were fortunate in that we had enough to get started on our project, and held other fundraising events, and a year later, another SUCCESSFUL crowdfunding campaign.

In my own personal life, I have always taken the stance that it is always best to learn from the mistakes and missteps of others whenever possible. And with most projects, if you are considering crowdfunding, you probably don’t have the time and energy to fail, and fail again. The biggest benefits of working on your campaign with an outside crowdfunding expert are 1. the experience this person has from past campaigns, 2. fresh eyes can see problems/concerns that are easily missed by someone who is too close to the project. Now that I’ve talked about why you might want outside help on your crowdfunding campaign, let me share with you the different kinds of ‘help’ that are available.

Campaign Consultant

Initial Consultation
Ideally, as a campaign consultant, I will begin working with you 6-8 weeks before you intend to launch your campaign. I will review all relevant materials about your project and any materials you have already prepared for your campaign. After a thorough review I will sit down for a 2-hour meeting with you (and your team if you have one) and lay out some crowdfunding basics and a campaign management and promotional strategy complete with content suggestions that play to your unique strengths.

Pre-Launch Meetings
In the weeks before you launch, I will review your campaign page, press kit, press release, and any other promotional materials you have assembled and I will provide feedback and answer any questions you have.

Weekly Progress Meetings
Throughout your campaign I will review your progress and meet with you to suggest strategic changes that may need to be made, types of updates/contests/releases that will draw more attention, and how to make the most of whatever is happening in your campaign.

Campaign Management

Campaign Management is really Campaign Co-Management, you will be heavily involved in defining how your campaign is marketed and will be the public face and voice of your project – it is YOUR PROJECT after all. 

Initial Consultation
As with Campaign Consulting, I would ideally begin working with you at least 6-8 weeks before you intend to launch your campaign. After reviewing all relevant materials about your project, your budget, and your timeline, I will put together a comprehensive crowdfunding strategy tailored specifically to your project. During our 2 hour initial consultation I will lay out this plan for you, answer any questions you have about it, let you know what I will need from you as we work your campaign, and get approval from you to move forward.

Leading up to the launch
In the weeks leading up to the campaign launch I will help you design (and obtain) perks, build your Campaign Page, Press Kit, Press Releases, social media presence, and other highly effective reach-out tools. I will help you arrange media production (photos, videos, website design etc.) – Caulfield White Creative Industries offers many of these services, I also work with other creative companies, and can advise you on producing your own media if you choose to do so.

The Campaign
During the campaign is when all our planning and hard work get put into action. I will make regular updates to your campaign and social media platforms, manage media releases, administer contests and other activities to enhance campaign donation and engagement. We will be in touch and working together on a daily basis while the campaign is active.

Emergency Campaign Management

(First, I just want to say that I really hope you never land yourself in a situation where you need emergency campaign management, but if you do – I am here to help!) Emergency Campaign Management is for you if you’ve already launched your campaign and it is not going as well as you had hoped.

Initial Consultation
Since we don’t have the luxury of time, I guarantee to meet with you in person within 48-hours of receiving content to review, or have a telephone/skype/facetime consultation within 24-hours if needed. During our consultation I will brief you on the ways you can improve your campaign, and outline a plan of action for the remainder of your campaign.

Emergency Management
I will get straight to work raising the profile of your campaign and attracting new donors. During the emergency management of a campaign, I am available to you 24/7.


1 word that can make your crowdfunding campaign a success

If you’re thinking about using crowdfunding to fund your creative venture, your first thoughts are probably about how much money you will need to accomplish your goals and how you will be able to raise it. While I don’t have a secret trick that will guarantee success, I can tell you how to drastically increase your chance of success with one word – and that word is community.

Now before you write this off as some kind of feel good post, I promise you that while working in community is a beautiful thing, it is also a lot of work. Below I have 3 strategies that you can use to bring as many people to your campaign as possible.

Your Current Community -> Mobilize them first

Well in advance of launching you campaign you need to make sure that everyone in your immediate network (aka friends, family, & close business relationships) understand your project and your plan to raise money through crowdfunding. You should be constantly talking about what your project is and why it is important to you. If you don’t think this sounds like fun or something you will be comfortable with you will probably find crowdfunding difficult and exhausting. The good news is that there are a few things you can do to combat this. The first, and perhaps most difficult, is to practice, practice, practice until you do feel comfortable.

Grow Your Community

Before you start your crowdfunding campaign you want your network to be as large as possible and as connected to you as possible. The more people who actually care about your success the more likely you are to succeed.

Use social media platforms to engage in meaningful dialogue with people in your industry and target audience – I personally love Twitter for this, but whatever network you are the most comfortable on may be best for you.

That being said, you also have to get off the internet and connect with people in real life. If you have locally based internet friends, meet them for a coffee, go to networking events, that party you were invited to, or even just go hang out at a coffee shop by yourself. It doesn’t matter where you meet them, but you have to meet and connect with new people.

Don’t be a snob about it – just because someone is a plumber and you are directing an art house film doesn’t mean you should blow them off while you search for another ‘creative’ person to talk to. Aside from the basic level of all beings having value and insight, you have no idea what this person’s passions might be, maybe they are a weekly patron of art galleries and independent theatres, maybe they wanted to be an actor before deciding on a different career or maybe they are are old friends with a now high-profile producer who grew up around here. The fact is you never know what role someone can play in your life until you ask them.

Build your team

Your team is different from your community. Your community supports you, likes, shares, and donates to your campaign; your team helps you bring your campaign to life. Find 3 or 4 people who are willing to help you run your campaign – they could already be involved in your project in some way, or just internet and marketing savvy friends and family members. Crowdfunding is a full time job, the more dedicated help you have the lighter the load, the larger your reach, and the more likely you are to succeed.

Alternatively, you can work with a crowdfunding consultant or campaign manager. even crowdfunders with some previous experience can get myopic about a campaign and often miss avenues to advance the project. A Crowdfunding  Consultant or Campaign Manager has experience and insight that will help you succeed when failure is not an option.


Promoting your small, local business ONLINE

It can be difficult as a small, local business owner, to figure out where best to utilize your limited resources (time/money/energy/creativity) to promote your business. It can also be stressful. In the past, the Yellow Pages was the go-to option. It cost a few hundred dollars to run a large ad for a month, but everyone had one at home and several at work. You only had to think about it once a year. But times have changed and they’ve changed quickly. To illustrate this point, one of our clients who tracks how all their new customers find them went from having ~20 new customers/month who heard of them through a Yellow Pages ad in 2007 to only ~1/month in 2013 (they quickly dropped the expensive Yellow Pages ad after that).  Small businesses are now scrambling to figure out social media strategies, which is hard because big businesses have been at it for a while and benefit greatly from Facebook and Twitter’s strategies to keep their sites free for individual users – they can spend the savings on paying a social media team. At this point, in order to stay effective, it’s going to cost you to have an effective online presence. This is why I believe that whatever social media outlets you choose to use, the corner stone of your online presence needs to be a website.

Self-Host (pay) Sites v. Free Hosted Sites

The easiest way for me to explain the difference is:

Self-Host =

Free Hosted Sites = or

In my opinion, self-hosted sites are the way to go. They appear more professional, and you can get a great custom email address (eg., and the costs aren’t that high to maintain the site if you are using a self-hosted WordPress template.  The start-up costs can also be very low if you can set that site up yourself. Here is a WordPress set up tutorial that I actually used an older version of a few years back when we built our first websites. The guy who put this tutorial together pitches hard for Bluehost as a hosting service – I also love Bluehost and we use them for all the WordPress websites we’ve worked with. While you can find slightly lower prices from other hosting websites, you usually end up losing out on customer service which, if you don’t have your own IT department, you really need.

What do I put on my website?

The great news is, your website doesn’t have to be complicated in order to be valuable – actually, it shouldn’t be! Here are 5 things you MUST have on your website.

1. Location: If you are a brick and mortar business you need to have your address, a map, a list of the nearest transit stops, where parking is, anything that will help a new customer find you easier. People like easy.

2. Contact Info: Email/Telephone/Fax/Carrier Pigeon put them all up there, with one caveat – List all the ways you want your new and potential clients to contact you – and omit the ones you don’t. Only list methods of contact where you can guarantee prompt, professional attention will be given to a new/potential client – you only get one chance to make a first impression.

3. About Page: Now, your page doesn’t have to be called ‘About’ – it could just be on your home or landing page – but you do need to put up clear and concise information about who you are and what you do. For example, on the front page of we have a short video reel that shows off some examples of video and film work we have done in the past. We also have an ‘About Us’ page that briefly introduces our company (what type of work we do, and what industries we focus on) and the two key members (Ryder and me), our backgrounds and what our roles are at the company. This helps prospective clients know who they should be talking to.

4. Products/Services Page: If you sell specific products or services, it is good to describe what they are in detail on your site – if you have an e-commerce site this would be your store, or, if you sell through an outside site like Amazon, Ebay, or Etsy you would link to those pages.

5. Social Media: Most wordpress templates have widgets which will allow people visiting your website to share it through their social media accounts, and/or to like/follow your social media presence. USE THEM.

Should I have a blog?

Blogs are everywhere these days. Do they help? Do they hurt? What should I do? The answer is YES. To all of it. Blogs can be useful to people in all industries, but they can also be unhelpful time-sucks, or worse. Here are three questions to ask yourself to help you decide whether or not a blog is for you:

1. Do you like to write? If you hate writing, or are a slow typist, writing a blog is going to be tedious. Alternatively, if you don’t like to write, you can have a blog by delegating the task to an employee or by using a ghost writer. If someone on your team or in your staff writes well and knows the business well enough to write regular, relevant blog posts (perhaps with some topics/themes provided by you), then you should use that person’s skill and spend your time on other tasks you excel at. If you don’t like writing and aren’t lucky enough to have someone on your team who can take over for you, you might want to consider hiring a ghost writer. With a ghost writer you will need to provide blog post topics and important points to make if not a full outline. It can be time consuming and expensive, though.

2. Do you have enough to write about? An easy test is to quickly write down as many blog post topics as you can think of in 5 minutes. Don’t go into details about the blog, just jot down a one sentence topic. If you are still writing when time is up, WOW! you have a lot of ideas and are well on your way to writing a consistent blog. I would say that if you can’t come up with at least 10 blog post topics off the top of your head in 5 minutes, you probably don’t have enough to write about. This is not necessarily a bad thing…it really depends on the business you’re in.

3. Do you have the time? The most important thing you can do to make your blog successful is to provide consistent content. Whether you post every day, or twice a month, keep the days and times of your posts consistent. This will make it easier for you to build a following.  Most small business owners don’t have enough time to post a blog every day – we put out our blogs once a week. Sometimes we write them week by week, sometimes we will feel inspired and write three blog posts in a day and schedule them for later. The point is that we found a frequency that works with our schedule. Remember, you need to write your post, have it reviewed/edited by someone, take your own images or find royalty free ones online, and assemble it all into a nice package – don’t forget to post it!  You should be spending about two hours a week on your blog, plus responding to any comments left there.

If you said no to any of the above questions, then right now is probably not the time for you to start a blog – reevaluate in another 6 months or a year when you may be in a better position to do so. Having a bad blog (poorly written, barely maintained) is worse than no blog at all – it makes it look like you don’t care about your website, and if you don’t care about your website will a potential client/customer really believe that you will care about them? 


Welcome to Caulfield White Creative Industries Inc.

Hi! Welcome to Caulfield White Creative Industries Inc. (formerly Caulfield White Productions) More specifically, welcome to our blog. Now this isn’t your Grandma’s blog (although we do subscribe to it – she’s quite the spunky lady) we won’t be posting the daily ramblings of over-caffienated creative professionals here, you’ll have to check out our personal twitter accounts for those (@arcaulfield + @ryderwhite).

As we start out, we plan to only post to here about once a month (on the first Wednesday, and focus our energies on delivering high quality, relevant content for small businesses, creatives, and makers who want to use the internet to find new clients and better retain your existing ones. Tomorrow we will be sharing our first post “Promoting your small, local business ONLINE”.

We also share our own online marketing insights and those of people we respect via our Twitter and Pinterest accounts.

Thanks for visiting us! Drop us a question about the art of business or the business of the arts in the comments below and we’ll respond to you either in the comments, via email, or perhaps with a new blog post if we have a lot to say on the matter.

-Alexandra + Ryder


VIFF: The Princess of France

So it’s a beautiful, sunny Saturday at the end of September, not exactly the ideal day for watching a movie so I made sure I took a stroll around before heading to see The Princess of France.

The woman I was behind in line takes a real VIFFCATION every year: two-and-a-half weeks off work watching 60-65 films. I was feeling proud that I was hoping to see between 30-40. Apparently she has no trouble seeing 5 films in a day “as long as you vary them, watch a comedy, then a drama, then a musical, or a documentary. It gets hard if you watch too many that are the same.” I’ve been thinking I might write a post about all the conversations I overhear while at the theatre, or the people who come talk to you when you are seeing a film alone. I always sit next to the people who will talk to you when you’re alone.

Judging on the sounds I heard after the film ended, I think I might be the only person in that theatre who liked it at all. The film is dialogue heavy and in Spanish so all of us English speakers had hurry our subtitle reading, so much so that I feel like I barely got to watch the action. I loved how The Princess of France was structured as a film, exploring time, memory, and re-memory in a light and playful way.

The film heavily incorporates the Shakespeare play Love’s Labour’s Lost, (so it is a mellow drama)which I have to admit that I am completely unfamiliar with. I would like to acquaint myself with that work before revisiting The Princess of France. It is the only film I’ve see so far at the fest that left me wanting to revisit it almost immediately. Next time, I might just ignore the subtitles and see what I get from image alone.


VIFF: Two Days, One Night

My third and final film for the day was the Marion Cotillard vehicle Two Days, One Night. Luckily for me it was screening in the same theatre as October Gale so I didn’t have to jog anywhere this time. Thankful (finally?) Ryder was able to join me for this film, his first of the fest! I wasn’t sure what to expect going in as the description in the festival program was rather vague, but I had heard good things coming out of TIFF so it got put on my list.

Since I didn’t have any expectations going in I can’t say I was surprised by the film, but I can say that I found it completely fresh. The portrait of depression and ‘recovery’ was unlike any that I have every seen on screen. Raw, grinding, and for the most part without mellow drama. While Ryder and I both agreed that the film ended on a hopeful note, we were at odds about the overall tone – I thought it was generally positive, Ryder did not.

I would definitely recommend you make a point of catching this film at its only other VIFF screening on Wednesday, October 1st at 1:30pm at The Playhouse.


VIFF: October Gale (and a note about Foxcatcher)

After a quick coffee break, I’m tempted to call it a run, I hoofed it over to the Centre for Arts (a great venue where I watched Foxcatcher last night*) to see this ‘psychological thriller’ that takes place on Georgian Bay in Ontario. Excitingly, and surprisingly to me this screening was the opening for the Canadian Images program at VIFF (I really need to read the program notes better) so there was pretty good attendance for this Canadian-made feature directed by Ruba Nadda.

I know I just told you it was a psychological thriller, but this film was pretty muddy when it came to genre. I really did enjoy the fact that the character of Helen was a doctor facing personal turmoil (for once they didn’t kill off a woman to give a man emotional depth…) but actually, every character in this movie is a huge cliche.

Which isn’t to say that I didn’t enjoy (most of) it. I got caught up in the drama, and was following along until the climax where unfortunately they lost me. The actions of characters need to make sense with who we know the characters to be, in this movie though, it felt like they only served to advance the plot.

Spoiler Alert:

Everything turns out okay in the end. I guess, like they said in the film, you can only fall so far until someone catches you.

I think this film will probably get a small theatrical release and some VOD, so I recommend watching it on a couch if you still feel like seeing it. But, if you do want to get the full experience of watching a storm with theatre sound you can check it out on Sunday, September 28th at 2pm at the International Village Cinemas.

*You might have noticed that I haven’t written anything about Foxcatcher. I promise you it wasn’t because I disliked the film, quite the opposite actually. However, I feel quite close to the story as my father was a member of Canada’s national wrestling team around the time the story takes place, and was slated to be an alternate at the 1984 Olympics where Mark and David Shultz won their gold medals. As a result, I am going to try and wrangle my father into writing a nuanced review with me after he sees the film next week. If you want to see Foxcatcher at VIFF, and I recommend you do, your options are:

Thursday October 2nd at 3:15pm at The Centre
Friday, October 10th at 9:30pm at The Centre


VIFF: a girl walks home alone at night

Day 2!

Once again I didn’t hit any films until the late afternoon, which was a bit of a pity as the pouring rain outside made it the perfect day to hide out in a cinema. I dodged raindrops to make it to the 4pm screening of what I learned from Wikipedia is the “first Iranian Vampire Western” – with a distinction like that, how could I resist?

After seeing the film, I would personally swap Noir for Western – morally ambiguous yet mostly livable characters abound, along with brief veiled dialogue. If you love genre films, you’ll really enjoy this.

It had the feel and pacing of an early Jarmusch film – very Stranger than Paradise – with the romantic glances and sparkly lights of a Sophia Coppola film.

I feel like to fully enjoy A Girl Walks Home Alone at Night you need a beer or two and a couple of buddies, which means the final screening of the film will be perfect: You can catch it on the closing day of VIFF – Friday October 10th at 4pm at the Rio.

VIFF: Before the Final Curtain Falls

Immediately following my experience with 52 Tuesdays, I stayed at the Rio to see Before the Final Curtain Falls – my first documentary screening at VIFF. Unfortunately, I have to report that I found the film a bit disappointing. The stories of the central characters themselves were fascinating, and I enjoyed the documentation of parts of the performance of “Gardenia”, but the film itself felt thrown together. It was clunky to say the least.

The worst part is that I’m not entirely sure I would feel that way if the subtitles hadn’t had about a 20 second delay. It was beyond distracting. The original edit (sans subtitles) paired words and images in a way that someone watching with subtitles would never be able to fully experience.

So here is a bit of a review from Indiewire:

Before the Last Curtain Falls intersperses avant-garde choreography with confessional interviews. Slowly, the outer shell of the performance is peeled away to reveal the essence of its subjects. As Gardenia’s spotlights are replaced by the natural light of day, the cast shares their most intimate stories of great love, loss, happiness, resentment and the dreams that came true. German-Canadian director Thomas Wallner offers “an endearing recollection of life as an outsider, a sincere exploration of queer identity, and a stunning celebration of the communion we achieve in art.”—Oliver Skinner, Indiewire

If you have a space in your viewing schedule on September 29th at 4:30pm it might be worth your while to head down to the Rio Theatre for the final VIFF screening of this film, but I wouldn’t rearrange your schedule for it.