Saturday, December 29, 2012

Branding

I attended an interesting talk on why branding is important for community organisations such as Rotary. I thought that the points were particularly relevant to arts organisations and hope that you will also benefit from the ideas shared.

Your reputation is more than just a logo. It is the values that you stand for, your opinions and what others say about you. You need to guard you brand, like your reputation, zealously and be passionate about  what you do.

Branding is th organisation's reputation and what it will offer its clients and the wider community. It is the collective understanding of the organisation by those clients. Branding is an experience which touches the emotions, senses and perception. It is important for your message to touch the senses - hear taste and see the experience - to ensure that people remember you.

It is important that the clients have a consistent, authentic experience that they can trust. Branding needs to be part of every interaction (touch point) with the organisation service, product and all activities. It states the difference between the competitors, increases your recognition and encourages customer loyalty.As such the organisation needs to build trust by consistently meeting and exceeding expectations, always delivering on the promise. Be authentic and real by being honest and transparent about what you do.


address to arts graduates

Address to the graduates of the 2012 City of Cape Town Arts Training Programme

I was honoured to be asked to address the graduates from the accredited arts training programme run by the City of Cape Town. 

Congratulations on the completion of your courses.

Today I would like to talk about the importance of such programmes which skill and nurture people to enter the arts in a more professional manner. We need people to work towards a unified industry where there is an agreement on what we want to accomplish and agree on a code of ethical conduct and good practice. You have the skills and opportunities to make such a contribution towards this industry.

The arts industry is both a wonderful and frustrating sector which has the potential to transform society. The arts are fundamental in developing new ways of thought and interpretation and imagining the way we want our world to be. The arts provide the nation with its identity, passion and soul. It helps us to express ourselves and to come together to be proud of our country and our culture. It is that undefinable ingredient that moves us from survival to a life of infinite possibilities - the difference between a pencil sketch and a full blown multimedia spectacular.

Given that there are some curious conversations about the arts which affects our ability to grow and be recognised. One is that the arts do not have any value because there is no direct economic benefit; hence the reference to the creative industries or arts industries in an effort to gain recognition. There is also the idea that anyone can “do” the arts and that it is some form of recreation. However the same people will also complain about the lack of world class talent in South Africa.

People are ignoring the tile, skill and investment needed to grow the arts and an industry. This is where courses such as this and accredited training is vital in building a South African arts industry. We need professionals, who can efficiently create and present the arts; who can move us away from the debate to celebrating our world class artists. We need you to present South African art in a manner which generates the recognition of our talent, personal enjoyment and enrichment which in turn nurtures the income and business structure. This is a huge request of you but by successfully implementing your training you will be doing this and so much more.

Thank you for inviting me to your graduation. I am looking forward to observing your growing contribution towards the South African arts industry.

Tuesday, December 11, 2012

The business of the arts?

Most people know that I am passionate about the concept of turning the arts into a paying business. Where artists can earn a decent living and be recognised for their talents and ability to translate our daily existence into works of art (visual and performing arts)

The Daily Maverick has published this brilliant article "The art scene cocktail round: Anyone bored yet?" Andrew Miller makes some interesting points about the current support of artists, especially visual artists and type of training that the arts really need. It is noted that the majority of genuine entrepreneurial activity amongst the youth appears to take place in the arts - so where is the support for these people?
Andrew Miller makes three valuable recommendations:
 1. Accept that the broad world of the arts is as much a business as a creative calling – and support it accordingly with real BDS.
 2. Move (far) beyond the idea that an expo or arts showcase has inherent value for the artists.
 3. Aggressively seek to expose young artists and creative business people to real digital literacy.  

Imagine what the arts would look like if we could we move from subsistence, survivalist arts businesses to operational entities that employ people? Worth thinking about

Our thoughts and comments on performances and the performing arts in the Western Cape, South Africa.