Profiles of Contemporary Art and - ARTisSpectrum

Take Two: How to Use Video to Promote Your Artwork
By Bill Crumlic / CrumlicMedia
In today’s technology-driven world the artist has the opportunity
to present his or her work to a larger audience than
ever. We set up web pages to tell the world about our work.
We Facebook and tweet about our new works, exhibitions and
receptions and post photos of the works. This is all in the hope
that it will draw viewers and purchasers to the brick and mortar
galleries to buy our creations. We even have virtual galleries
on the internet letting a collector who lives physically far away
from us review photos of our works - and with a few clicks and
a credit card number, the art is shipped directly to them. The
collector need not ever set foot on the trendy hardwood floor
of the physical gallery. These are all excellent marketing tools
and of great value.
But with this technology we tend to lose something important
that connects the collector with the artist. That connection is
the chance to talk about what we do, how we do it and the way
we create. While one can write an article to post along with
photos of the artwork, we still do not have a full connection between
the artist and reader. Only small parts of our personality
come through in the written word. This is where today’s technology
can be better used to present a format that includes
the artist and the works, and where the artist’s personality can
show through. Video allows the artist to talk as they normally
do, in a conversational format complete with mannerisms, gestures
and expression.
But how do we take advantage of this without making an embarrassing,
shaky video that is poorly lighted and amateurish?
We have all seen the “gallery videos” in which the camera
operator walks through the gallery holding a palm camera on
reception night. They make a pass through the rooms, walking
in between people, looking from left to right and occasionally
holding the shot on a work that catches their eye. We hear the
84 ARTisSpectrum
tinny background music on the gallery speakers. We hear bits
of muffled conversation. This really does not give a good feel
of the evening. It only causes the viewer to get sea-sick due to
all the shaking, and eye strain from the images which are hard
to see because of lighting differences as we pass through the
exhibition rooms. The viewer loses interest and moves on to
the next YouTube video without even realizing they dismissed
someone’s heartfelt effort to promote the works and artists.
Well-produced video allows the artist to appear in the best light
and in many cases talk about what they do. They are able to
express in personal terms what their work means to them, how
they create it and anything else they want to express to the
potential viewer or purchaser. One exception to this would be
the case of a group exhibition video. In group videos, there are
too many artists to include comments from them all in the time
allowed. In this case most galleries would choose simply to
show the works and artists without individual comments.
Take advantage of video technology and make the best statement
for yourself and of your work by bringing in an experienced
videographer – someone who has the knowledge, experience
and proper equipment to make a professional video
product that will keep the viewer’s interest and give them insight
into the artist. Video is much more than moving pictures
and sound. Properly done, video has the ability to tell a story
in an interesting and compelling manner. Freelance videographers
can be found in most markets through websites such as
Craigslist and Production Hub, and through Google. Video can
and should be used for more than just exhibition receptions
and openings. An artist profile video is a great way to introduce
the viewer and potential purchaser to who you are and how
you create your magic. Profiles may be anything from a three
minute introduction to the artist and works to a feature length