Author Archive for matheggem

Artistic Integrity and/or ‘Selling Out’?

Published
by
matheggem
on March 8, 2008
in General
. 2 Comments

Dear Colleagues,

After attending a reading at Bluestockings book store, I am compelled to share the following resource: “Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity” by Anne Elizabeth Moore.

In our search for artistic integrity, whilst engaged with the business of the arts, we are faced with the issue of ’selling out’. Anne’s thoughts on marketing practices could provide powerful insight towards shifting the Arts Business paradigm - especially for non-profits. Her work alludes to effective and socio-psychologically positive practices for artists/non-profits seeking a wider audience.

Question: How can we utilize marketing practices and online media outlets to effectively reach communities with an investment to our art? To answer this question, we must know the practice of marketing - its uses and mis-uses - and we must know the implications of our own art deeply and objectively.

P.s. I’m reading these insights in-to Anne’s presentation; as I have not read the text, yet, I suggest reading the book to understand her perspective as separate from my own.

Thank you,
Mathew Heggem

Ailey Announces…

Published
by
matheggem
on March 6, 2008
in General
. 0 Comments

Via Mr. Levy, I’ve been informed of the following job post for an Associate Director of Marketing with Alvin Ailey.  Interesting that this job should take on new meaning having started this workshop. Management at Ailey knows what they’re doing to maintain their status in the dance market. Job description states:

Responsibilities include:

- Day to Day maintenance of alvinailey.org and strategic planning for all areas of e-marketing as part of interdepartmental team.

- Develop and implement marketing plans including budget planning, design and printing of collateral material and advertising creation and placement.

- Oversee management of Ailey’s main database including developing targeted messaging, information collection and monthly upkeep and maintenance.

 

Ideal candidate will possess the following:

- Ability to manage multiple projects in a fast paced work environment

- Strong organizational and time management skills

- Knowledge of web technology and e-marketing

- Understanding of the performing arts and modern dance preferred

- Previous experience in marketing

- B.A. required

- Experience with Photoshop and/or Quark a plus

  For more information on the job post: http://www.alvinailey.org/page.php?sec=foundation&p=empl

Response to Jaki Levy’s “Creating a Digital Theater…”

Published
by
matheggem
on March 5, 2008
in thoughts
. 2 Comments

I resonated most with two concerns posted in Levy’s thesis on the issue of web-presence and the arts: 1, the shifting economics of the funded dance community in relationship to web-environments, and the implications of this shift; and 2, brand identity as it relates to establishing standards and controls in managing an artist’s web-presence.

 

On the first issue, I am excited at the prospect of dissolving market control by major dance companies through the use of web-platforms/environments; this will provide opportunities for new and emergent artists, but will also demand that the ‘dinosaurs of dance’ wake up and make new, relevant work that connects to other, intelligent audiences.

 

More significantly, however, an implication of this idea is that it will allow for dance artists to create their home-base in locations that are a/less saturated in the dance arts and b/economically beneficial in the cost of living.  I believe that through a strong web-presence, artists and companies can spread across the globe to provide a greater hands-on influence in communities, whilst remaining integrated into the cultural hubs (NYC, SanFran) through touring.  This might provide a stronger, universal dance education in small/medium town america through community outreach and education, whilst simultaneously increasing the national/international audience for dance to a higher artistic standard than ’so you think you can dance’.

 

On the second issue, I am concerned, however, that artists will initially struggle to maintain their independently vibrant and potent voices.  This is a concern that I have, because many of the proposed platforms - blogs, wikis, youTube - are not deeply monitored with respects to copy-write and ownership - as is my impression.  In a (currently) competitive market for arts funding, issues of credibility, validity and integrity will arise and it will be a challenge to honor the creators of true-wisdom and artistic greatness, rather than shady knock-offs.

  

From Levy’s Thesis titled “ Creating a Digital Theater: Building New Audience Relationships in the Performing Arts Online.” JAKI LEVY + ITP-NYU + 2007″  1: “Can a revised online presence change the economics of dance? [and] What would  the implications of this new economy be for the field of dance?”  2: “If an organization wishes to maintain their brand identity, the arts community must develop technology or standards to support that. ”