Video technology is a cost-effective way to promote your work and engage your current (and potential) audience through channels that are widely accessed and have a broad reach. Arts organizations can effectively harness this technology to improve their visibility, attract new audiences, and find exciting ways to tell their story. This presentation will help you identify ways in which a video might best be used by your organization and discuss the tools you will need to physically produce and promote your video.

1. Making a video A quick and dirty guide for non-profit arts organizations

2. Anybody can make a video.

3. What you want to know:

4. Everyone says it’s so easy…

6. Things you must know first

7. WHY do organizations make videos? Sell tickets Build a Brand: Personalizes the institution Artistic/Archival Functions Development

8. Case study: Misnomer Dance Consider the way to keep the Connection going after the performance www.youtube.com/ user/misnomerdance

10. Build buzz around a specific production

11. Measured by # of tix soldSell tickets

14. Philadelphia Museum of Art www.youtube.com/user/ PhilaArtMuseum

16. Behind-the-scenes insights

17. “Blooper” reel

18. Retrospective

19. Measured by click-thrus or pageviewsBuild a Brand: Personalizes the institution

20. Misnomer’s Brand Building

21. www.youtube.com/user/BrooklynMuseum Brooklyn Art Museum

23. Demonstrate need/reach out to donors

27. Who is the audience for your video? These answers may not be the same. And the answers may determine your distribution channels—or vice versa.

28. What will the video look like? Will this video be shiny and professional looking, or do you want it to be a more personal, “gritty” style? Is this solely for online usage, or will you be distributing it elsewhere? How does your video capture the personality of your organization?

29. Who? Where? Who? Where? Prioritize based on budget: if you can’t afford much, you will need to seek out the cheaper distribution channels. If money is less of an object, you can figure out who you want to talk to first, and then choose the best method to do so.

30. Style determines equipment One-off Personal Episodic Professional Gritty Handheld Polished Narrated Performance specific Viral Institutional Commercialized

32. You won’t need as much expertise, but you may need to train your staff and have a couple of individuals dedicated to the project. High-Gloss Rough and Rugged

33. Get Inspired! Check out other organizations’ video content that may be available on their sites, on YouTube, vimeo, elsewhere, and see what messaging you get and what engages you.

34. New York City Opera Previewsyoutube.com/newyorkcityopera

35. www.youtube.com/user/Joycetheater

36. www.youtube.com/user/CedarLakeDance

37. Talk to your unions! It is NOT better to ask for forgiveness than permission in this case.

38. Know your rights! Know who owns the rights to the work Know your unions’ rules on using video footage Be prepared to advocate your project to your managing director, artists and union leaders Total up how much you will need to pay to use the footage before you shoot!

39. Don’t put the cart before the horse

40. Equipment Consider your needs Consider your artform Consider your budget Consider the learning curve and operational requirements Consider the number of people you want to be involved

41. Professional Grade Hardware High-Definition video camera Mic input External lighting Operation You are unlikely to get the top-of-the-line equipment from your local big box electronics store. $2000-$6000: some will do streaming! Example: Canon XL H1A ($5999)

42. Mid-Range Equipment Can find options at local retailers. Run-of-the-mill HD (or non-HD) camera can run between $300 - $1000. Great for non-performance footage, like interviews, artist panels, behind-the-scenes, etc. Example: Panasonic HDC-TM700 ($999)

43. Low End Flip Cams ($150) Cell phone video recording Point-and-shoot video option Laptop with cams for a “fireside chat”

44. Additional Equipment Considerations Lighting Audio (external or internal microphone) Can you separate audio from video? Batteries/cord Tripod

45. What we used Production budget: $0, using pre-existing materials Prep time: 4 hours Film time: 3 hours Editing time: 1.5 hours Distribution: 20 min Lamps A tripod ($20) Sony Handycam ($300) iMovie ’09 (free with Corwin’s laptop [or $79])

46. Production Plan

47. Production Plan

48. Editing Presuming you are using a digital camera, you have a few options for editing your footage. Remember, the more carefully you have constructed your storyboard and concept, the more easily you will be able to edit your footage into a final form that meets your vision.

49. Apple Macintosh Users Programs you purchase through the Apple store can cost anywhere from $29.99 to $1000. iMovie ($79) and FinalCutPro (~$1000) are popular choices

50. iMovie (part of iLife suite)

51. Final Cut Pro

52. Windows/PC Adobe Premiere Pro ($79 on techsoup) Windows Movie Maker (on most new PC’s) Other options from Cyberlink, Corel, Roxio and Sony ($50-$100) video-editing-software-review.toptenreviews.com/

53. Adobe Premiere Pro

54. Windows Movie Maker

55. Other, free software? Free software can be found and downloaded online. Some options are: Avidemux Blender Aviary, a free online graphic design application is planning on releasing one Some are buggier than others, depending on your operating system.

56. Distribution Sort of…

57. Questions? ?

58. What you learned today: