This was the first time I got to give an intense workshop on the subject: four sessions, four hours each. I wanted to see if it was possible to make artists actually do the work, real work, prepping a release from the point of view of visual strategy and content PR. The shorter format workshops I gave in the past were not long enough to make this possible. This time I got to curate the class, so in the end I had a group of professionals each of whom worked on their forthcoming release. And the format worked! In the end everyone came out with mood board outlining the visual concept of the project and a list of assets to be produced. I could imagine turning this workshop into a coop format, where costs of the work are shared between the artists, hence lowering overall costs for each.

NOTE: This is the stuff that every music school should be teaching. This is the stuff that artists need in order to survive, especially when most labels don’t handle any of this in-house!

Here are is a list of the things we covered at the workshop:

1.Introduction to content driven PR 
-types of content and visual tools used disseminate it 
-basics of long term strategy 
-basics of branding / defining and transferring core visual DNA to all visual content

2. Exploring personal narratives
-exercises to focus personal narratives
-exercises to translate personal narratives into a promo strategy
-exercises to translate promo strategy into visual tools used to execute it

3.  An in-depth look at visual identity
-examining the possibilities of video, graphic design, photos, product design and new media

4. Communicating with visual artists
-creating a project / campaign
-writing visual briefs for designers, filmmakers and other visual artists