Lecture on

2.  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 communicate
Introduce concepts around social networks, why they are relevant

3.  The Anti Social Artist
 You: The Social Artist
 Positioning
 Media Choices
 Case Study: Obey
 Assignment: Creating Your Social Presence

4.  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

5.  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

6.  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

7.  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

8. How do you talk
about your work?

9. Facebook: 1 in every 13 people alive
Twitter: 1 billion Tweets/week- Lady Gaga 9.5 million followers
YouTube: NigaHiga UNLV film student 3.5M subs

10.  Just as changed music
 Just as transformed video
 The art gallery is being re-visualized…

12.  The Anti Social Artist
 You: The Social Artist
 Positioning
 Media Choices
 Case Study: Obey
 Assignment: Creating Your Social Presence

13.  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 publicity
Social Artist not only communicates through their work
Seeks two-way conversation with audience, the art market

14. 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

15.  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 do
Will give you a consistent language to describe yourself,
regardless of medium

16.  Are you conventional or avant garde?
 In what way?
 Do you have a cause: political, social?
 How do you compare to other artists?

17. An Explanation A Conversation
• Press releases • Social press
• Rely on release
mainstream • Create own
media media
• Teach • Talk to
audience audience
about your about your
work work

18. Headline
Headline
Narrative 1
Narratives
Narrative
2 Quotes Links
Only the top is important The entire release is consumed
Edit the release further down you go Audience determines what is important

19. 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.

20. 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 river
http://www.guardian.co.uk/music/2010/apr/15/bill-fontana-interview

21.  The Anti Social Artist
 You: The Social Artist
 Positioning
 Media Choices
 Case Study: Obey
 Assignment: Creating Your Social Presence

23. Work linked
to message
Engages
audience on
important causes

24. E-
Commerce
Highlights work
of other artists
Used to promote work, discussion causes, open a conversation

25. Same Obey branding
Same causes
Same artwork

26.  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

27.  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

28.  The Anti Social Artist
 You: The Social Artist
 Positioning
 Media Choices
 Case Study: Obey
 Assignment: Creating Your Social Presence

29.  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

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

31. Blog: www.ronpiovesan.wordpress.com
Twitter: @ronpiovesan