Promotion and Exhibition: Professional Practice

Posted: March 6, 2017 by Alan Hardcastle in FdA 15_17
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LO1 – Critically analyse historical and current trends and apply relevant professional marketing and self- promotion methods.

So, step 1 – in English…

  1. Identify Current Trends in Marketing and Promotion, relating them to their historical roots.
  2. critically analyse them.
  3. Identify the methods you are going to use, explaining why
  4. plan how you will use them.

So, the purpose of this outcome is to look what happens in the real world, come up with some ideas for you own promotion & Exhibition, and then put it into action. LO2 & Lo3 follow on from this and are more concerned with skills building and application.

In some ways identifying current trends is the hardest and easiest thing int he world. We need to move beyond the “Get a website” and look clearly at what you then do with the website. We need to look at what exhibiting means in terms of Photography, video, film and in terms of the purpose it serves.

By far the best way top do this element of the brief is to research practitioners who are doing an interesting job.  Do not limit yourself by media, but look at how different practices promote and exhibit – for example, Music Industry is about a decade ahead of Film Industry when it comes to monetizing content online.

So, find artists / producers / directors and explore how they are promoting themselves, both in the physical world and online. Get examples. Then analyse them for what is happening – so, construct a deatiled case study.

The case study is similar to a literature review in that you need to focus on one soucre at a time – describe the nature of the product or artists, explore what they do in detail, then pick out what is relevant to you.

This can include Crowd Funding models (see “Wish I was Here” for  a good example), portfolios, exhibitions, professional websites, collaborative Websites (such as Co-ops), blogs, youtube & Vimeo channels, Business cards, networking… anything that can be used to promote your career or show your work.

When it comes to analysing it, challenge the perceived wisdom: Do we need business cards? If we put films online, how do we sell them? Becuase we use the web, we don’t need analogue photography etc.

It is essential that you explore a wide range of models. Do not tie yourself down to a single medium, look for what you can learn from all media. This will help you to form a  plan of attack.

The main areas we are applying ourselves to as a group are:

  1. Primary Exhibition (Large experimental, HE focussed)
  2. Secondary Exhibition (Traditional, Local)
  3. Web Site (Fusion)
  4. Magazine

These cover the main areas of exhibiting, but you are not limited to these – you are encouraged to develop you own web presence and find you own exhibition spaces as well as these opportunities. And if you do your research, you will see why this is important, both in the digital domain and the physical world.


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