Outsider Artist? Yeah nah!

Cultivating Creatives

28 June 2020 by sass

Encouraging Enrolment in Tertiary Creative Industries – A Plan

What do these four images have in common?

ART SCHOOL

Ian Callum Design Consultant, Jaguar Cars

Previous: Car designer for Ford, TWR, Aston Martin. Director of Design for Jaguar Cars 1999-2019.

Ian Callum CBR FRSE graduated from the Glasgow School of Art with a degree in Industrial Design, and the Royal College of Art with a post-graduate masters degree in vehicle design.

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James Dyson Inventor of the Dyson Vacuum

Sunday Times Rich List 2020: Britain’s richest person with an estimated net worth of £16.2 billion.

James Dyson OM CBE FRS FREng attended Byam Shaw School of Art and the Royal College of Art, studying furniture and interior design.

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Nicki Minaj Rapper, Song writer, Actor, Model

In 2020 she became the first female rapper to amass a net worth of $100 million.

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Charles, Prince of Wales

Charles Windsor, Prince of Wales is the heir apparent to the British throne. He is also the Duke of Cornwall and Rothesay.

Prince Charles graduated from Cambridge University with a Bachelor of Arts, the first heir apparent to earn a university degree.

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The trades sector in NZ recently released a new advertising campaign titled ‘A Tricky Chat’. The campaign aimed to show the old-fashioned thinking some parents still hold on to when it comes to their kids’ education, looking to change the impression that trades are no more than a plan b option for those of us unable to become surgeons and lawyers.

Reports so far show it has also been quite successful. Good for them right?

But where are the large scale media campaigns for the Arts sector? Where is the government push to get more young creatives into tertiary education? Who is out there changing the minds of the next artistic superstars parents??

Short answer….. basically no one.

A career in the Arts sector can be categorised similarly to the trades sector in that many parents still see it as a fall back option, and not something that can or should be relied upon as the focus of career aspirations. In fact, it could be said that the Arts sector is now viewed as an even less attractive option than the trades… Enrolments in the Arts sector are trending downward across all NZ Universities, with Otago and Victoria recording a staggering 75% drop in their Art History courses.

Munch, Edvard. The Scream. Oil on cardboard. 1893

My proposal is a collection of visual imagery showcasing celebrities who had a creative education. By using famous people we immediately give value to the message as people automatically associate fame with wealth and success. The posters will be designed with assistance from local design students.

CAPTURING THEIR ATTENTION IN UNDER 3 SECONDS:
Each ad is to be in poster style format with bright colours and bold, easy to read text. The persons image is the dominant focal point. This will be what initially captures the viewers attention.

THE MESSAGE:
Underneath the image we note what sector of the creative industries the person studied. This info is shown in large, bold lettering to ensure it is the next thing seen after the image. Below this has the persons name, job title or other relevant personal achievement.

THE CALL TO ACTION:
The bottom of the ad will list contact details for local institutions offering creative study options, as well as local career advisory services.

Targeting Our Young People:

Young people idolise the famous. They all have their favourite musicians, actors and social media influencers, and they want to be just like them. By using images of these celebrities we are able to grab their attention and have more chance of them paying attention to the rest of the image content. The people used must be current, easily recognisable and obviously must have studied within a creative industry.

Targeting the Parents:

Parental opinion influences student decision by up to 80%. Parents want to see their children succeed. To go on to make money and live happy lives. By showing well known (for positive reasons) successful people in the campaign, parents can more readily see the benefits of a creative education. It is important to showcase a wide range of careers to ensure parents can envision their own children in one or more of those roles.

The Execution

THE IMAGES WILL BE DISPLAYED IN THE FOLLOWING WAYS:

• As static ads on targeted social media platforms (Facebook, Instagram, Twitter, YouTube).

• On bus stop shelters, inside buses and on the rear of buses.

• Billboards in the central city and around malls and local shopping areas.

• Magazines targeting young people (Cosmopolitan, Frankie, Performance Car, Fast 4s, Girlfriend, Teen Vogue, Rolling Stone, etc) and those most popular with the parental demographic (Woman’s Day, Woman’s Weekly, Hello, OK, National Geographic NZ, Mindfood, M2, M2 Woman, etc).

• As handouts and posters in schools. Displayed on noticeboards, in relevant communal areas and career counsellors offices.

• In the offices of local career advisory services and employment agencies.

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Bibliography

“ASAP Ferg – GQ Music Portfolio Http://bit.ly/fergGQmusic | Facebook.” Facebook – Log In or Sign Up. Accessed June 28, 2020. https://www.facebook.com/asapfergofficial/posts/gq-music-portfolio-httpbitlyferggqmusic/1560752587306138/.

“Aston Martin Vanquish Gets Facelifted by Ian Callum.” Road & Track. Accessed June 28, 2020. https://www.roadandtrack.com/car-culture/a32460239/ian-callum-aston-martin-vanquish-facelift-design/.

“Car Designer Ian Callum.” Accessed June 28, 2020. https://www.coventrytelegraph.net/news/coventry-news/gallery/car-designer-ian-callum-9136813.

“Cosa Mangia La Famiglia Reale Quando Non Salta I Pasti?” Marie Claire. Accessed June 28, 2020. https://www.marieclaire.com/it/attualita/gossip/a25012429/cosa-mangia-la-famiglia-reale-carlo/.

“‘Declining Student Interest’ Threatens Victoria University of Wellington’s Arts Faculty .co.nz.” Stuff. Accessed June 28, 2020. https://www.stuff.co.nz/national/education/105915797/declining-student-interest-threatens-victoria-university-of-wellingtons-arts-faculty.

“EU Court Annuls Energy Labels for Vacuum Cleaners – META.” META. Accessed June 28, 2020. https://meta.eeb.org/2018/11/08/eu-court-annuls-energy-labels-for-vacuum-cleaners/.

“Florence Welch: Alessandro Michele, Grammys and Fashion Faux Pas – WWD.” WWD. Accessed June 28, 2020. https://wwd.com/eye/people/florence-welch-alessandro-michele-grammys-fashion-10349689/.

“Kanye West on Amazon Music.” Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & More. Accessed June 28, 2020. https://www.amazon.com/Kanye-West/e/B000APR990.

“Nicki Minaj Expresses Outrage Over George Floyd’s Death.” Rap-Up. Accessed June 28, 2020. https://www.rap-up.com/2020/06/01/nicki-minaj-george-floyd-death/.

“Nicki Minaj | Biography, Albums, Songs, & Facts | Britannica.” Encyclopedia Britannica. Accessed June 28, 2020. https://www.britannica.com/biography/Nicki-Minaj.

“Oh the Humanities! On the State of Arts Study at New Zealand Universities | The Spinoff.” The Spinoff. Accessed June 28, 2020. https://thespinoff.co.nz/society/01-09-2018/oh-the-humanities-on-the-state-of-arts-study-at-new-zealand-universities/.

“Prince Charles | Prince Charles and Camilla, Prince Charles, British Monarchy History.” Pinterest. Accessed June 28, 2020. https://www.pinterest.co.uk/pin/139963500897511617/.

“University of Otago Scrapping Art History Department Proposed.” Otago Daily Times Online News. Accessed June 28, 2020. https://www.odt.co.nz/news/dunedin/campus/university-of-otago/scrapping-art-history-department-proposed/.

“YouTube.” YouTube. n.d. https://www.youtube.com/watch?v=4JipHEz53sU.

Got Time For A Riddle..?

22 June 2020 by sass

What do these two things have in common..?

Well, how about these two people..?

HINT: It’s the same answer for both questions…

Still can’t figure it out..?

Come along to my seminar presentation and found out.

When: Monday 29 June 2020, Time TBC

Where: Room G101, NMIT, Nelson, NZ

Advertising Career Pathways; A Comparative Study.

11 May 2020 by sass

The message from the trades sector is clear: We need you.

View this post on Instagram

There is great demand for people to work in the trades. New Zealand's biggest building boom is exploding right now. Keen on getting into an apprenticeship? Head to tradeup.nz #BuildingBoom #Trades #Building #Construction #Apprentice #Apprenticeship #NZ #BCITO #BCITOApprentice #GotATrade #GotItMade #FindYourFit

A post shared by BCITO (@bcito) on Aug 22, 2018 at 1:27am PDT

The industry push to ensure more young people are considering trade careers is spread across every platform, in a multitude of different formats. In a time when our youth are told they can do anything and be whoever they want to be, it is a daunting task trying to decide just which road is the right one. So, when run in conjunction with government initiative Mana in Mahi-Strength in Work [1], it’s no surprise these advertising campaigns are making an impression.

In recent years we have seen the trades industry push the benefits and realities of an alternative to traditionally academic training options [2]. Looking to change the impression that trades are no more than a plan b option for those of us unable to become surgeons and lawyers. The recent The Building and Construction Industry Training Organisation (BCITO) [3] ‘A Tricky Chat’ [4] campaign spoke directly to parents, with the intention of helping them recognise the benefits of a Trade qualification, as opposed to an academic one.

With parental opinion influencing students career decisions by up to 80% [5], it makes sense to target the marketing directly at Mum and Dad.

“We felt the best way to actually try and change the mind-set around the trades is to not necessarily go to the school kids, but go to their parents and go to their teachers, because they are the ones that point their children in the direction they think is best for them.”
BCITO’s chief executive, Warwick Quinn for Newshub [6]

The Tricky Chat campaign ran across multiple platforms including TV and social media websites most popular with people likely to have children about to leave High School; YouTube and Facebook [7]. The campaign aimed to show the old-fashioned thinking some parents still hold on to when it comes to their kids’ education. In one video the father is seen visibly shaken by his son’s decision to become a tradie, and the mother can be heard stating “it’s probably just a faze”.

A person standing in front of a window

Description automatically generated — Figure 2 BCITO video still

The campaign makes light of the situation and plays on a ‘coming out’ type scenario throughout. It is entertaining, while also informative. The campaign is relatively recent and is still running, but initial reports from the creative shop responsible for the work, EightyOne [8], certainly indicate an increase in people open to a career in the trades [9].

So, it appears to be a successful campaign for the trades sector, but it also speaks to a deeper issue. Trade careers have historically been seen as lesser. The pathway of high school dropouts and the lower class. Less of a career option and more ‘just a job’. And although a career in the Arts cannot be accused of being ‘just a job’, it can be categorised similarly to the trades sector in that many parents still see it as a fall back option, and not something that can or should be relied upon as the focus of career aspirations. In fact, it could be said that the Arts sector is now viewed as an even less attractive option than the trades.

A picture containing building, table, sitting, flower

Description automatically generated — *Figure 2 https://eightyone.co.nz/media/images/BCITO_insitus3-square.original.jpg*

Where is the industry wide advertising campaign for the Arts and Media sector? The government funding to help young people gain their Fine Arts or Design degrees? The sad reality is that we still have a way to go as a society when it comes to recognising that creative careers are an integral part of our world, and that not everyone can or should be lawyers. What a bland and uninspiring life we would lead if everyone within the creative sector gave up and became accountants. How miserable our creatives would be stuck in a profession they have no passion for. I beseech all parents to switch their focus. Encourage your kids to make smart choices, of course, but encourage them also to do what they love.

“I would rather die of passion than of boredom”
Vincent Van Gogh

[1] https://www.workandincome.govt.nz/products/a-z-benefits/mana-in-mahi.html#null

[2] https://www.stuff.co.nz/national/education/116013150/apprenticeships-could-soon-have-same-status-as-degrees-and-diplomas

[3] https://bcito.org.nz/

[4]https://www.facebook.com/BCITO.org.nz/videos/290787581587654/?v=290787581587654&external_log_id=31d0b272b701a6a6d9a2ea7ba06d08a6&q=Building%20%26%20Construction%20Industry%20Training%20Organisation%20-%20BCITO%20a%20tricky%20chat

[5] https://www.newsroom.co.nz/2019/02/25/460761/winning-over-parents-to-get-kids-on-the-tools

[6] https://www.newshub.co.nz/home/new-zealand/2019/02/commercial-uses-coming-out-experience-to-change-stigma-around-trades.html

[7] https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/

[8] https://eightyone.co.nz/projects/stakeout/

[9] https://stoppress.co.nz/news/be-the-jack-of-all-tradies-says-eightyone/

Creative Industries Are Important To Society, And Artistic Careers Should Be Encouraged

15 April 2020 by sass

Artists are typically seen as being less academic than other professionals. They are chided for training in creative fields and people tend to think all they do all day is paint, sketch, insert generic art term here. As anyone who has ever tried to make money selling something they have created will tell you, this is far from true, but my point here is that creative industries encompass so much more than painting and sculpting. Going to art school is the starting point for so many different career pathways and educates its students on a lot more than just how to put paint on a canvas.

Tattoo artist Taylor Nagel. Photo by Benjamin Hoffman https://www.flickr.com/photos/henboffman/32481789603/

Every single person in modern society sees, uses and enjoys art in some form, every single day. That song you have been playing on repeat – artist. That new book you just can’t put down each night before bed – artist. The clothes on your back – artist. That cheeky back tattoo you got when you were younger – artist. I think you see where I’m going with this. The fact is, artists and creative people are everywhere, and if you want to continue to enjoy their work then you should give credit where credit is due, and recognise that the creative industries are an extremely integral part of society and careers in the field should therefore be encouraged, and applauded in our young people.