Artist Profiles

Preparing for your Artist’s Profile

One of our favourite services we provide at Caulfield-White is the Artist Profile. We love meeting creatives of all types, learning about their work, what makes them tick, and creating a custom profile that shows the creative and their work in the best light – literally and figuratively. Let’s get down to what you can do to get the most out of your Artist Profile.

Carefully select the work you wish to showcase

Whether you are a 2d/3d visual artist, performer, musician, or digital media artist you will have a selection of different work that you can show. It is important to choose pieces that best represent where you are currently at in your practice, and reflect the direction you are looking to take your work in the near future – we do want your Artist Profile to be relevant to your work for as long as possible.

Visual Artists

For those of you who make 2d/3d work, we would set up a day to document individual pieces either at your home, studio, or ours. It is also helpful to document you working on your practice, this can be scheduled on the same day as the documentation of your finished pieces, or can be scheduled seperately.


There are a number of ways we can document performance work. For a musician or band we might document a live performance as well as rehearsals and/or recording sessions. For actors and other kinds of performance artists, we can document live performances, and we can do some re-enactments in a studio space. These can be as simple or as complex as you like. We can also incorporate documentation you already have, though we do not recommend it unless the documenting videos/images are of a professional quality.

Know your values

Knowing who you are at your core, what you value, and what you want to share with the world through your art will help you distill down your answers to our interview questions into clear and engaging ideas. For our clients, we have prepared a worksheet that will help you dig deep into your practice and yourself to allow your interview to best represent your ideals, persona, and work.

Feel at your best

In the week or two leading up to your on-camera interviews, try to get enough sleep, eat well, and most importantly drink lots of water. When you are well hydrated your skin looks healthier, your eyes are clearer, and the whites of your eyes are whiter. Feeling good on the inside helps your best self shine through.


If you are relaxed, you will appear more comfortable and confident on camera. If you are a bit camera-shy, don’t worry, we can help! Through our work in documentary and community arts engagement projects, we have coached many people through on-camera interviews. One way to help yourself prepare is to record yourself on your webcam answering basic questions about yourself, watch the video back* and notice things like:

How you hold your body: slouching, leaning to the side, and ‘alternative’ sitting positions can look much more awkward on camera than they do in real life.

How much you move around: if you are fidgety, or talk with your hands it can be distracting for your audience. Find gestures that are more contained, they will appear much more natural on camera.

What you do with your eyes: darting your eyes from side to side, looking down, or away from the camera will make you appear untrustwory, or just plain creepy. Keep your eyes focused near the camera, but not on the camera – that will make you look overly intense. Even though in regular, in-person conversations, most people only look their conversation partner in the eye about 1/3 of the time, on-camera is different. Train yourself to keep focused on a point while speaking, and not letting your eyes wander around the room. Don’t worry, at your actual interview, you will be talking to an actual person set up so that your eye line looks “normal”

*It is important to remember that just because a behaviour or affect looks strange on camera, it doesn’t mean you look strange in your day to day life. Try not to let this exercise end in neuroses!


Creating an Effective Pitch Video

There is a lot of information out there about how to create an effective pitch video for a crowdfunding campaign, so much so that when I was doing my first campaign on Indiegogo I was totally overwhelmed (and I majored in filmmaking!) I think I was overwhelmed because so much of the information I was getting seemed contradictory – be funny/be sincere, keep it short/explain your project thouroughly. In short, be everything to everyone. From my experience in the arts and in my own personal life I can tell you that trying to be everything to everyone is a surefire way to not mean anything to anyone. That being said, none of that advice is inherently wrong, just don’t try and take it all at once. The most important thing you can do in a pitch video is be true to who you are and what your project/product is. If you are a natural jokester, be funny; if you’re earnest, be honest and speak from the heart.

Here are some basic tips to get you started on planning your pitch video:

Catch their eye: Realistically, you have about 20 seconds to convince someone watching your pitch video that it is in their best interest to continue watching and learning about your project.

Sounds Great!: Good quality audio is VERY IMPORTANT. If it is difficult to hear or understand you, no one will continue listening. I can’t stress to you enough that the built in microphone on your camera is not enough.

Keep it short – under 5 minutes: The purpose of a pitch video is to attract attention – you don’t need to explain every detail of your budget and workflow in your video (that’s what your write up is for.)

Be Clear: Without taking too long, make sure we understand the basic details of your project: What are you doing? When are you doing it? Why are you doing it? and How will you do it? Don’t assume that people visiting your fundraising campaign page will already know what you are trying to accomplish – if your campaign is successful people who have never met you will be contributing. Design your pitch with someone who has never heard of you in mind.

Show us what you got: Remember, video is a visual medium – no one finds a talking head interesting. Introduce yourself to the audience, let them know why YOU should be the one to make this particular project and then get on with showing off the project you are asking them to support

Why should I care?: No matter how cool your project might be, you need to give your audience a reason to put some skin in the game. You need people who watch your pitch video to feel personally invested in your project’s success.

Be Sincere: In the end, the most important thing to remember is that pitch videos need to come from the heart; your audience is smart, they will be able to tell if you are being disingenuous and may actively discourage other people from supporting your campaign. The old adage of any publicity is good publicity doesn’t always ring true in fundraising.

Have Fun: Making a pitch video can be really stressful, so when you’re feeling overwhelmed remember why the project you are pitching is important and deserves to be made.

Case Study:
Recently, we consulted with a group of filmmakers who are in the process of raising funds to make a documentary about the pilgrimage Camino De Santiago.  They made a number of videos that I think are effective for different reasons.

The following video was released a couple of weeks before they began fundraising. It was used to raise the profile of their project and upcoming fundraiser within their own social and professional networks. The video is short (~3 minutes), reflects their personalities, and gives you a taste of what the project is about without getting bogged down in details or taking themselves too seriously.

This next video is what the guys posted to their Indiegogo Campaign Page throughout their campaign. It is shorter (2:15), more informative, while still staying true to their particular style. Notice how the video doesn’t explain every detail of the project, or exactly where every dollar raised will go – That is what the rest of your campaign page is for.


Authenticity in Marketing

In speaking with creatives and super-small business owners one thing I’ve found over and over again is a resistance to marketing and promoting themselves and their work. Part of the reason is a sense of  Canadian modesty that must have been ingrained in us in childhood, but when I’ve pushed deeper with these people, I’ve found that at the core of their discomfort with marketing themselves is wanting to avoid being perceived as ‘fake’. This makes a lot of sense. As independent business people, and creatives, we want to showcase how we are different from ‘the big guys’ – that we (and our products/services) are authentic.

ARTISTS – don’t go walking away right now because you think your drawings, paintings, songs, poems, performances, aren’t products. They are all things that can be bought and sold (products) that add value to the lives of your customers. While the things you make may not slice, dice, and chop, or save people time and money in the kitchen, you add value to people’s lives through their experiences with your artwork. Plus, I have a special section at the end of this article just for you.

Please appreciate me taking a selfie while holding a 'no more selfies' t-shirt. #Authenticity
Please appreciate me taking a selfie while holding a ‘no more selfies’ t-shirt. #Authenticity

Authenticity has become a bit of a buzzword over the last few years. Particularly in discussions around businesses using social media. And another day I will post an article about how small business can effectively use social media in their marketing campaigns, but today I’m going to stay focused on how to market yourself in an authentic way, no matter which medium you are using. Marketing doesn’t have to be the slick, sleazy, deceptive persuasion technique we often associate with the word – I assume you aren’t selling timeshares so you probably have something that people want. If you are running your own business you obviously believe in whatever product or service you are offering to the public – if you don’t, in going to give you some free advice and say you should quit right now. If you can’t believe in what your offering, how can you expect anyone else to?

There are two elements you must have a complete understanding of in order to be authentic in your marketing.

1. Know Who You Are
2. Know Your Ideal Client/Customer

1. When I say know who you are, I mean know who you are as a brand – which in small businesses and the arts is often very much related to who you are as a person. Are you funny? Genuine? Sarcastic? Straight laced? A little bit wild? Think about the core elements of your personality, ask a few friends if you’re having trouble. I guarantee one or two words will come up again and again.

Once you know who you are, it will be much easier to figure out who your ideal client is.

2. If you are a little bit wild and sarcastic, chances are your ideal client isn’t the soccer mom or retired grandmother. I’m sure some soccer moms or grannies will absolutely love you, but they probably aren’t looking in the same places as most other moms and grannies so why would you waste time, energy, and money marketing to a demographic that will be put off by, or disinterested in you? In our hyper connected world, whatever you are into you can find a group of people who share your passion. We as consumers are used to finding products that are made just for us, so if we see something that is being marketed against our type, we will likely look elsewhere for a similar product or service. By focusing your marketing on a niche group you are also able to avoid problem customers – people who ‘don’t get it’ – who will take up lots of your time and energy but won’t bring in much revenue or new business for you.

Big Take-Away: Taking the time to discover who you are, and who your target audience is allows you to be clear, authentic, and consistent in how you talk about whatever it is you do.

For the Artists

I know it can be difficult to put yourself out there as a sales person, but until you are selling enough work that you can pay people to care about these things for you, you have to be your own marketing and sales machine. Remember, most supporters of the arts feel a joy from knowing that they are supporting those people who bring beauty, poignancy, thoughtfulness, and humour into their lives. Your work allows people to experience the world in a way they normally don’t from day to day and that experience is something that they are willing and excited to pay for.

Screen Shot 2014-06-26 at 13.33.42

Web Videos for Small Business

One of the many things Ryder and I are passionate about is helping small local businesses. Granted, we do have a personal stake in these kinds of businesses (CWCI is one, and my father owned a nightclub before becoming a chiropractor and building his own practice which I helped him run for 6 years), but small local businesses provide more than employment. They create community, and are often more concerned with sustainable practices than larger companies. Here is our advice to small businesses that are looking to use online video as a way to promote themselves:

Don’t make a web commercial: A few people you know may watch it, but no one wants to share a video that reeks of advertising with their friends. A web video needs to be informative and fun, but not in a preachy or sales-y way.

Position yourself as an expert: Customers, clients, patrons all want to have confidence in the company or organization they are dealing with. Recognizable brands are often favoured because in general people know what to expect from them. In order to rise above larger companies advertising budgets to win the hearts and minds of potential customers, you need to show them that you can deliver more in a better way. (Notice I didn’t say you have to be cheaper. It is insane for a small business to try and compete with a larger corporation on price. You won’t win, and you might go bankrupt.)

Don’t ask–give: Instead of asking your audience to buy from you, give your audience something valuable. Whether you teach your viewer a new technique, or give them insight into a common problem your customers face, it is important to give before you can expect to receive.

Make sense: Your web video needs to be somehow related to your actual business. For example: A restaurant or catering company could make mini cooking show type videos where the head chef (or a charismatic member of the culinary team) teaches viewers how to make a complex or exciting dish. A few viewers may try to make the dish at home, but many more will be enticed by the delicious looking dish and the chef’s skill to visit the restaurant, or set up a meeting with the catering company.

Style it: It is important to remember that many, if not the majority, of your video views will come from mobile devices like smart phones and tablets  (40% of Youtube views now come from mobile devices, compared to just 6% two years ago). What does that mean for you? Since most people will be seeing your video on a small screen having more (and closer) close-up shots is important – shoot too wide and no one will be able to tell what they are looking at.

Schedule it: A series of videos will work better at drawing attention to your organization both immediately and over the long term. The best way to deal with this is to shoot several videos at the same time, have them all edited, then stagger your release dates at a frequency which will give you time to step away from making videos and focus on your actual business before returning to shoot another series of videos. Once you’ve set your release schedule (weekly/bi-weekly/monthly etc.) stick to it – including the day of the week and time that you release your videos. Regularity shows that you are serious about sharing your knowledge and over time it will make it much easier for you to build a loyal following.

Make a high quality video: All of my previous tips are completely irrelevant if your video screams “amateur hour”. A noisy, under-lit image will make people click away. I’m not saying that a quick, natural, and truly spontaneous Vine or other smart phone video has no place in your marketing plan (THEY DO) but for a flagship series of videos, you need something polished and easy to watch.

Contact Us for a free consultation.

An excellent graphic explanation by Local First

Local Business – The Key to ALL OUR SUCCESS

When I tell people, as I often do, that the focus of Caulfield-White Productions is to work with creatives and local businesses to raise their profile in their community and around the world, people generally understand why we want to work with artists and creatives, but don’t understand why local business is such a focus for us. “Would you do a project for [instert large multi-national corporation here] if they paid you $100,000? $1,000,000?” they say (I swear, multiple people have asked me this question).

Like many emerging creatives, Ryder and I have struggled with the idea of selling out. How can we create things that we are passionate about while still being able to feed ourselves? (Further discussion of the ‘Doing What You Love’ mantra in a future post) We are both fully aware that as young creatives with more gonads than experience, and no family connections or name recognition, that the idea of either of us being paid obscene sums of money to make projects that we absolutely LOVE is a lovely fantasy and not much more. So, we did what we usually do, we have a “meeting”. And by meeting I mean we cracked open our laptop and a bottle of wine, and discussed our dreams, goals, loves, loathes, watched music videos of our favourite bands from the ’00s, and generally solved all the worlds while looking something like this*:

Still from The Future directed by Miranda July. You should watch this movie. NOW. (or right when you're done reading this blog post)
Still from The Future directed by Miranda July. You should watch this movie. NOW. (or right when you’re done reading this blog post)

*Note(s): Neither of us have as awesome hair as Hamish Linklater or Miranda July. We are also unable to stop time or move things with our minds.

While this “meeting” dragged on a little bit – but really, what meetings don’t – we did come to a realization that moved us in the general direction that we (as a company) are headed: Filmmaking has always been a collaborative medium; a group of people who are working together to achieve a common goal. A goal that Ryder and I (and probably a lot of other people) share, is leaving the world a better place than we found it.  I swear I am going to get to the point, and I’m going to get to it right now:

There are many different ways to go about this, but one of the simplest ways is to start in your own community by supporting local events, non-profit groups, and businesses. Though globalization has allowed for the exchange of ideas and culture, it has also allowed us (as Western post-industrial societies) to exploit people living in emerging economies all so that we can have a $5 t-shirt that we don’t wear (or can’t wear) in a year. The devaluing of STUFF is really a devaluing of the work that goes into making STUFF. Yes, advances in technology mean that factories might need fewer workers and therefore have lower labour costs, but machines have to be purchased, and maintained, and upgraded, and replaced. A simple example:

In the 1920s shoes in cost $4-$5 while the average annual salary in Canada at that time was around $960and this would generally be supporting a household. So a pair of shoes was about .5% of all the money you would make in a year.

The average Canadian household income in 2011 is $76,000, meanwhile, you can pick up shoes for between $20-$100, or between .026% – .13% of what a household earns in a year.

So the next time you think that a $50 t-shirt is ridiculously priced, remember that if that $50 t-shirt is made locally your money is paying your neighbours who more than likely are spending it in your community, helping to make it a more vibrant and liveable place; while that $10 shirt is mostly profit for the retailer, and ‘middle-man’ management companies that oversee outsourced production.

An excellent graphic explanation by Local First
An excellent graphic explanation by Local First



5 easy steps to prepare your team for a promotional video

1. Don’t force/pressure anyone to appear in the video

If someone isn’t interested in being in front of the camera, that’s okay. Not everyone is comfortable in front of the camera, or wants their image all over the internet, and a less than enthusiastic participant can bring video production to a stand-still. Ensure everyone is aware that participation is voluntary and should be a fun experience for everyone involved.

2. Do screen tests

It isn’t as hard as it may sound. Set up a video camera in a quiet place and have team members, one at a time, stand in front of the camera and talk about your organization, product, or service (whatever it is your video is intending to promote/explain.) Review all the video and see which team members are more comfortable in front of the camera. If someone is fidgety or nervous it is best not to include them in the video – you likely don’t have the time and resources to devote to curing one individual of their performance anxiety.

3. Ensure all participating team members understand the goals of the video

Once you’ve decided who is going to appear in the video, have a meeting where you share the goals you have in mind for this video. Is it to promote a particular product or service? Is it to showcase the organization to potential investors? Do you want to build community support and engagement for your organization? When your team is aware of what the end goal of the video is you can all brainstorm talking points and/or anecdotes that will clearly share your message. Handing out a list of points/ideas you want the video to convey will be helpful to everyone participating in the video to prepare themselves.

4. Have participating team members draft their own answers/dialogue

After team members understand the goals and format for the video, give them time to draft dialogue, or answer to questions they will be asked before a script for the project is assembled. When people are able to use their own words to express their ideas and values – instead of memorizing a script written by someone else – they are calmer and their answers are more believable.

5. Celebrate!

Okay, so this isn’t technically preparation. After the video is completed have a video launch party. It can be as simple as ordering some pizzas to the office after the day is done, or renting out a room at a restaurant and inviting family, friends, and clients to watch your video before it goes live online. Your team will feel appreciated for the work they’ve done and personal risks (it’s scary to be on camera) they’ve taken. It can also help launch a new product, service or campaign with your current and potential clients.

Getting the Most out of Performance Documentation

Ever since the introduction of the camcorder, performers have been able to easily make visual records of their shows. The age of streaming digital video has made the sharing of these videos online even easier, and as we become a more visual and multimedia culture, potential audience members and interested parties expect to be able to see part of your live event. And however we might feel about the sanctity of live performance, video documentation is becoming a more significant part of the experience, at least when it comes to marketing and promoting the show.

As mentioned at the beginning, the most basic form of performance documentation is to take your own video camera, stick it on a tripod, and shoot the whole stage. This method can yield useful results if you plan to use it as reference or for other internal use. However, if you intend to make the video available publicly or you want to use it as part of a portfolio, you will probably want to consider using professional video services (like ours!).

While Caulfield White Creative Industries employs a variety of techniques and strategies to craft a custom approach to every performance document, there are a few things you can do to make the videography go smoothly and to make the final product shine. There are many unique requirements in every new project, but we have found that clients who take some or all of the following actions have an easier and faster post-production process and a more satisfactory video.

Before even hiring a videographer, you should write out in detail your specific goals for the video. The ways you plan to use it will affect the way in which the production of the video is undertaken. Do you primarily need a long-form record of the performance to show producers, funding agencies, and to satisfy grant requirements? Or do you want to make a teaser video to promote your show online? Some multimedia performances may even need video taken at different stages of the process to incorporate into projections or other meta-stage elements of the production.

The next recommendation may seem obvious, but it often gets overlooked in the haste of rehearsals and meetings and other arrangements: consult your videographers early in the process. Alexandra and I love going to rehearsals (and we don’t charge extra for it). We have the capacity to document almost anything in an efficient and clean way on a moment’s notice but having seen at least the premise of the show before actually having to go shoot it will help us to create innovative custom strategies to get the most out of your show. Many past clients have also taken a simple video of the show for us so we can at least follow the action and plan our setups accordingly.

We don’t like to get too much into putting our technical preferences into the show, but one thing that comes up time and time again is that performers are staged too close to each other–it looks good to the audience, but can make getting a clean close-up shot of a performer very difficult. This is most often the case with music concerts where individuals remain in the same position for a long period of time.

Finally, it is always a good idea to brief your performers and technical staff on the goals of the video or at least on the fact that someone is coming to record the show. We have arrived at many jobs where only one person knew we were coming, and while we don’t desperately need recognition, your performers will feel more at ease if they aren’t surprised on opening night by a crew of strange people in black clothes hauling gear around their space. Making connections between the video team and the technical crew will also make last-minute questions easier and will allow us to solve problems without troubling you.

Obviously, these are just a few tips that have come in handy in the past. Your project will have its own unique requirements and we look forward to taking them on with you!


Should I hire actors for my Promotional Video?

When making a video to promote your organization, one of the first things you will have to decide is whether you will hire actors or feature actual board members/employees/clients. Both are valid choices and each has its benefits and drawbacks depending on your organization type and the purpose of your video. In general, if a video is intended to promote a specific product or service, having a polished actor who can deliver all the specifications in a clear and relaxed manner is to your benefit. On the other hand, if a video is meant to showcase your organization or a larger project in more general way, featuring people who are involved in the day-to-day may be preferable.

Benefits of working with actors:

  • Actors are trained professionals; they are comfortable in front of the camera and are able to deliver your message in a variety of styles, allowing you to choose which take suits your organization’s image best.
  • Hiring actors for your promotional video can make the shoot go much more quickly and smoothly than using non-actors.

Potential Drawbacks

  • Using professional actors adds a layer of complexity and cost to a video shoot – the process of casting itself can be long and frustrating if you’ve never done it before. There is a reason that almost every movie you’ve seen in your life has had a casting director – it takes skill and practice to recognize an actor who is good at cold reading and one who can bring what you’re looking for. (More on Casting in an upcoming post!)

Benefits of featuring your actual team:

  • There is no better recommendation for a product, business, or event than genuine passion and enthusiasm from someone associated with it.  People involved in your organization can share specific anecdotes about your work and institutional culture.
  • Featuring actual staff and/or clients allows for your personality to shine through and ensures your new video attracts the right people to your organization.
  • If your organization or group interacts directly with the public (health/wellness clinic, specialty retail outlet, community art centre, etc.), a video featuring the people with whom future clients will be interacting helps them connect more quickly once they’ve begun working with you.

Potential Drawbacks

  • The camera changes people. Even the most outgoing and gregarious people can feel self-conscious and awkward in front of a camera. (Coming next week, our post on preparing your team for a video shoot.)
  • Adjusting performance can be difficult. For non-actors, making changes to line delivery can be nearly impossible – if a team member is new to your organization, or doesn’t have a strong, visible passion for the work you are doing, it is probably best if they don’t appear in your video.

Here at Caulfield-White we can work to help you decide which option is best for you. One thing we do suggest is to float the idea of a video with your team – are they excited? Nervous? Uninterested? Your team’s attitude towards the video will be a major factor in the success (or failure) of your video. Not sure if a video is right for you, right now. Contact us and we’ll be happy to provide guidance on the most appropriate use of video for your organization.

Is video really worth it for Small Business?

Yes. And no. It depends. In this article I’m going to do my best to outline in what situations video(s) would be beneficial for a small business, and when you can take a pass.

When many people think about online videos for business they think about viral ad campaigns or those skippable things that precede your enjoyment of YouTube. But if that’s where your ideas for videos end, you’re missing out. While a lot of online content is silly and irreverent, you can use short videos on your website to show off your products, introduce your team, and help educate your customers (not necessarily to the exclusion of being silly, though). The idea is that you give what you can – that’s what the internet is about, engaging and sharing. Creating a group of loyal, repeat customers by becoming more than just a business in the eyes of your community will boost your stature and can help you stabilize your cash flow.

There are a few different styles of online videos that are most useful for business. While the application of video is as limitless as the numbers of them that appear on the web, most fit into one of these categories:

-Long form fixed-length: These videos are more like movies than advertisements, usually. Any time you publish a video that is over 2-3 minutes long, it needs to have some element of story or narrative that keeps the viewer engaged enough to watch to the end. Such long form videos might be a detailed look into the manufacturing process of one of your products or it might be a documentary-style story of how your company’s services or charity work has impacted someone else’s life. In order to be most effective, these videos should either provide something of value or utility to a customer (i.e. a tutorial on using your products), or they convey an emotional scenario or story. They will usually not be the first videos a potential customer or client will see, but on rare occasions a well-made long form video will go viral.

-Short form fixed length: Short form videos are more like ads. We usually produce them in the 30 second to 2 minute range, and they can show off all manner of different content. You can treat them more like a TV commercial spot, where your products and/or services get a quick overview. They can also show off a performance, functioning as a sort of “trailer” for a concert, dance show, or theatrical piece. Or you can use them in place of a blog post, where you provide a quick update on camera and cut in some other interesting shots. Short form videos are a good starting place for many businesses looking to reach new customers, since the time investment to both make them and watch them is not too high.

-Short form looping, ultra-short, and social media: As more social media platforms become video-capable, businesses and advertisers are realizing the benefits of creating custom content to fit the way users share media on those platforms. In some cases, producing videos for Instagram, Twitter, Vine, and Facebook is as simple as it is for an individual user: point your phone at something relevant to your business or group (a rehearsal, demonstrating a product at a craft fair, one of your employees dancing around the office like a loveable lunatic) and share it. In other cases, these videos can be crafted a little more finely by using a computer to edit a video from different sources – one of our local breweries in BC, Steel & Oak Brewing, uses old concert footage cut in with shots of their beer to create wonderful Instagram videos. This technique also gives you more control over the audio in the final product. But since these videos will almost never be viewed on a screen larger than a few inches wide, it is important to be bold – don’t get bogged down in the details. Ultra-short videos follow the same sort of rules. They are usually under 15 seconds and are comprised of only one or two shots. These videos are usually used as a part of some larger campaign as they typically only provide enough information for a viewer to get a brief taste of what you’re all about.

Your business or organization might be able to use one, two, or all of these types of videos, and the extent to which you use them can vary according to your current goals and campaigns. For example, a new business may do well for a time with a brief introductory video, but may find a long-form video useful as client feedback comes in. One thing is sure, though, and that is that the world is becoming more of a “viewing culture”, and people expect to be able to see, not just read, what you’re all about. In some cases photographs can suffice, but a video, since it has duration, is more likely to hold the viewer’s attention until the message is received. The average North American adult spends five and a half hours watching video content every day…you might as well make it yours!



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.