After hosting the panel about independent music videos for Music Pool Berlin, I was invited back to give a workshop on the art of visual development. I started with the history of  visual development and music marketing. Then, based on concrete examples, we explored how visual tools can be used to create and reinforce an artist’s core narratives and help to create and mediate the persona. We also talked about artistic direction, writing visual briefs, creating production teams, fair business models in music, and finally, product design as a form of marketing. Each segment of the presentation was supplemented by an exercise that allowed the participants to apply this new found information to solve particular problems in regards to their own visual development and communication.

The workshop had a great turnout. The participants were mostly artists, but there were also a few industry reps in the group. The beautiful thing was that practically everyone on board was devoted to the idea of artistic integrity. Now I’m looking forward to the next one