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PhotoPlus Expo 2009 - Technology Once Again the Great Equalizer

Expo and International Conference

What we saw - what we learnt

In Pictures

New York, USA - The 2009 PhotoPlus International Conference and Expo at New York’s Jacob Javits Center saw over 250 companies showcasing products and new technologies that are directly related to the global steelpan music industry being able to successfully sustain and market itself in an environment that is always competing for people’s attention. One pays dearly for not knowing, or not staying abreast of technological evolution. Being able to capture and retain the public’s attention, or at least being in the running to accomplish such - demands that any musical organization or community i.e. steel orchestras and respective associations, operate on par with other industry professionals. And a critical component in this is - technology.

With unprecedented access in today’s world comes astronomical numbers of choices, which begets unusual competition for people’s time and attention in ways and places one must be forced to come to terms with. Who would ever have thought that a Yankee baseball game in New York would be in competition with a local youth panorama competition in Antigua & Barbuda in the Caribbean, and/or a Denver Nuggets basketball game being streamed from Beijing, China? All happening in similar time frames, but in different locales. The equalizer? Technology available to make all three events visually accessible simultaneously - and all vying for attention. Logical means of promotion for these events is through audio visual media, including, naturally - stunning photographs.

That being said, the story about PhotoPlus Expo 2009 was more about who was not there as opposed to who was. And we are not referring to manufacturers or exhibitors. We are talking about users of their products/technologies. In a nutshell - you! There are some organizations who did not understand it was imperative that they attend the Expo. And their absence essentially sealed their fate, and that of those who they represent - or at the very least relegates them to an ineffective existence. So if you were not there that is bad - if do not know you needed to be there that is worse. You have no chance of figuring out what is going on. You cannot function as a leader. At best you will have to follow or bring up the rear for you and your constituents. No where was this more blatantly obvious than in the press room as there was not one Caribbean organization of note present. It does not appear from our interactions that there was press from key publications of color - at least in the press room - and these are organizations whose very continued existence depend on an understanding and embracing of what is out there, and what the competition is.

Technically speaking and in its most basic form - good and useful technology is that which enhances creativity and increases productivity. But as maturity kicks in one realizes that there has to be much more to it. There must be the human component to make it all come together and be of benefit. Moreover the cultural impact of technology and its related engineering must be entertained first before all other issues. Doing something just because you can is not good enough. It is childish, counter productive, wasteful and even dangerous. In this regard we share our overall thoughts on what was one of the most anticipated events on the annual expo calendar, designed to showcase photographic technology and related markets.

The 2009 PhotoPlus Expo at Jacob Javits followed so quickly on the heels of the AES (Audio Engineering Society) conference that we have not had time to exhale. And maybe that is a good thing. Everything is fresh, tangible and impressionable in our minds.

At the PhotoPlus Expo we learnt just as much from the equipment and workshop presenters as we did from the users/consumers and our fellow press corps and show evaluators. Whether you are the NBA (National Basketball Association), the milk shop at the corner, or the management team of a steel orchestra - the past business models must evolve to accommodate the changes in technology; and there have been many in the last year alone.

We have all seen how politics, entertainment, education and businesses have changed their modus operandi to accommodate the new and take advantage of ever-present developments; for example with the advent of e-readers, publishers of hard copy content must come to terms with the impact of technology. It is simple: change with the times and technology, or fold completely, and/or become irrelevant and reminisce about the ‘good old days.’

To be brutally honest there was not anything that made many go “OMG, I’ve got to have one of those.” But there were many things that made one think “that would be very useful to own or have access to” if you are going to compete, stay viable, stay connected and stay ahead of the pack, and produce and disseminate quality products and/or pertinent information.

With this in mind, WST (When Steel Talks) is still a long way from becoming jaded as press corps - a characteristic we sometimes note in fellow press colleagues - who have been to one too many expos/exhibitions or conventions. A few are no longer connected to or able to link the technology exhibited with potential users and manufacturers in a way that can generate excitement for all concerned. On the other hand there were a few who really ‘get it’ and who can appreciate the practicality and power of these developing technologies, products and related markets.

Therefore WST is quite pleased when at expos such as these, there is room for an enthusiastic outlook tempered with practical competence from the youthful arm when it is comes packaged in persons like Patrick of Plant8s.com who in review prep walked around the Press room shooting experimentally with Olympus’ heralded ‘Pen’ or E-P1 camera.

Over the years WST/Basement Recordings has dealt with technology-based expos on every level - that of attendee, product presenter, product evaluator, trainer and journalist. Of course a lot of the old attitudes and behaviors are still pervasive in this field. Assumptions are made about who you are and what you know (or don’t) without your ever uttering a word. That being said, the Expo was an event worth attending in that the information and technology can empower you, your group and organization.

Can the product enhance, or adapt to - the changing way in which people do things?

What was it that manufacturers and businesses vied for at the PhotoPlus Expo? The imagination and attention of the attendees and that, all in one setting. Capturing the images? Which camera, camcorder, lenses, accessories, storage media, etc.? Photography? Aaaaahhh... Then the myriad of ways to display and share once the shots are captured - like personalized totes and cushions as teased by Snaptotes; encapsulated in acrylic, immortalized in metal tiles on a mural, reproduced on printers with vivid colors, or transferred to several mediums via Sawgrass’ digital printing technologies. And the photographer, presented with options to assist in capturing the shot - from innovative monopods like those from Trek-Tech, to stashing cameras with the likes of the Spider camera holster, to AquaTech’s weather-resistant or weatherproof gear for uninterrupted shooting - the list goes on. The choice of photo-editing software - ease of use, sophistication, economical - which characteristics or combination for the user?

Innovative answers and solutions to almost every aspect synonymous with the technology of photography and related accessory markets went hand-in-hand, revealing exciting vistas of possibilities. There was also lots of information and literature available additionally in hard copy, such as PhotoMedia magazine published by Gary Halpern. Interestingly enough, this publication highlights similar concerns relative to users and organizations as those raised earlier on by WST.

Illuminating and interactive workshops stopped attendees in their tracks on the exhibits floor, while on the lower level of Jacob Javits ongoing conferences were presented by industry professionals, and movers and shakers in their fields. All this made the 2009 PhotoPlus International Conference and Expo a must-attend affair in October.

One could only imagine the exponential explosion of pan on the world stage if ‘the powers that be’ who pull the strings for steelpan events, and within association and band management teams, had half the sense to harness available technology on the whole. And it would start by being present at international expos such as these - not only for the steel pan art form, but in the world overall; technology moves on - with or without you. But to remain relevant and as important - viable - one must be interested, and even then, keep in step.