New
York, USA
- It is another
year and we
again find ourselves
at the annual
PhotoPlus International
Conference &
Expo in New
York at the
Jacob Javits
Center, to take
in the premiere
event for the
showcasing of
new developments
in and related
to - photo and
imaging technology.
For all of three
days this is
the epicenter
of all things
dealing with
digital photography
and more.
Three members
of the When
Steel Talks
(WST) team are
here to observe
and absorb as
much as possible.
The steelpan
music industry
is an extremely
visual one as
it is a performance-based
phenomenon.
We live in a
time when imagery
is everything
in terms of
attention-garnering
and story-telling. The delivery
and viewing
systems have
changed much
over the years.
The internet,
social media
and mobi devices
have taken the
lead, but the
impact of having
imagery in support
of or congruent
to, other media-ops,
remains the
same.
Similar to
former
rapper-turned-actor
and film
director Ice
Cube in his
role as
‘Fudge’ in
the movie
Higher
Learning, when
asked by his
professor, Maurice
Phipps played
by Laurence Fishburne
“Why
are you here?”
and he quickly
responded “to
get the information”
- we are here
to get the information.
That knowledge
is certainly
here at the
PhotoPlus International
Conference &
Expo. There
are seminars,
floor exhibits,
open workshops
and an exhaustive
array of photography
and imaging
products and
related services.
In addition,
you have rare
and direct access
to recognized
industry professionals
- people who
are in the technical
“know” - from
whom to learn
and explore
possibilities.
It does not
matter whether
you are involved
with the NBA
(National Basketball
Association),
Nike, NFL (National
Football League),
Renegades Steel
Orchestra,
Exodus Steel
Orchestra or
Warner Bros.
The underlying
need to be abreast
of these technological
developments,
changes in viewpoint
and approaches,
is essential.
After the last
ball has gone
through the
basket, or in
the case of
the
steelband
art form, the
last note has
been played
and the roar
of the crowd
has subsided
- much work
is now to begin.
The proper capturing
and packaging
of the imagery,
sound and story
are vital to
the successful
marketing, promoting
and advertising
of your brand
and its activities
- past, present
and future.
While
we live in the
sonic domain
because of the
music we produce,
the performance
visual and photographic
imagery have
always been
integral
components of
the successful
promotion of
music performances,
and the artistes
that create
the music.
What is pop
entertainer
Lady Gaga without
imagery?
There are few,
if any people
seriously involved
in the steelpan
music industry,
who have not
seen the now-classic
WST photo of
master arranger
Clive Bradley
(pictured
above -
captured with
a Nikon Coolpix
5000)
on stage with
Pantonic Steel
Orchestra for
the 2002 New
York panorama.
This photo has
been reproduced
in major magazines,
newspapers,
utilized as
an album cover,
and on clothing
- among other
media.
And this iconic
digital image
has been shared
across the internet. The mystique
and grandeur
of Bradley were
enhanced and
globally embraced
through that
photo.
Like it or not,
we cannot separate
the wholesale
marketing and
promoting of
the images and
imagery, from
the art form
itself.
These are indispensable
components of
the global popularizing
and business
aspect of the
steelpan music
art form.
So, why are
we here again?
We are here
because information
that is vital
to our industry
- the global
steelband culture
and art form
- is here.
Information
that is central
to the continued
success of stakeholders
of this industry
is available
to all here
at the 2010
PhotoPlus International
Conference &
Expo.
Access to information
is paramount
to making intelligent
decisions. Within
the last couple
of years the
WST network
- through the
addition of
Ning, Facebook,
Twitter and
YouTube - has
incorporated
large numbers
of additional
members whose
expectations,
understanding
and use of new
technologies,
are different
than the ‘traditional’
web user;
they
clearly represent
the future.
And information
on the direction
that imagery
has taken is
easily accessed
at the PhotoPlus
Expo.
In this regard
continued evolution,
and merging and
embedding of
these technologies,
need to be commonplace
for all levels
of band management
particularly
Presidents,
Directors of
Marketing and
Public Relations
Officers.
They exercise
a strong influence
on their
respective brands’
images within
the steelband
music public
arena.
In
sync with digital
imagery, there
are related
seminars at
this year’s
event that cover
everything from
grant writing
to web design.
Following is
a sample of
the listing;
these were just
for the morning
sessions:
-
(Lighting
Masters):
Location
Lighting:
Big Light
From Small
Flashes
-
(Portraits/Wedding):
Posing is
Back and
it’s this
Year’s ‘Black’
-
(Commercial/Editorial):
Delivering
What You
Promise
on Global
Assignments?
-
(Photo Markets):
The “Experiential
Style” –
A Fresh
Approach
to Wedding
Photography
-
(The Art
of Photography):
Compose
Yourself
& See The
Light
-
(Marketing
& Social
Networking):
How to Get
Work From
Ad Agencies
-
(It’s Your
Business):
Grant Writing
101
-
(Video &
Multimedia):
Cinematography
with a DSLR
-
(Technically
Speaking):
Extreme
Website
Makeover:
Putting
Your Website
to Work
For You
-
(Software
& Workflow):
Digital
Workflow
Live with
Adobe Lightroom
3
-
(Hands on
Master Class):
Digital
Video Basics
WST staff found
the seminars
very informative
and valuable
in imparting
important information
for the progress
of any operation
that is intent
on remaining relevant
in this
competitive
and technology-driven
environment.
The
major steelband
music franchises
must take advantage
of and be personally
responsible
for, their brands’
marketing and
worldwide recognition
through global
dissemination
of digital imagery
and related
technologies.
Furthermore,
their franchises
must be digitally
ready or the
‘brands’ will
suffer. Having
said all that
- none of this
can be done
if one does
not know what
he/she needs
to know - or
worse, have
a
clue
what one needs
to know.
There is no
local, everything
is global and
in this regard
there are only
economic realities.
You pay for
not knowing
and these days,
one definitely
will
not get
paid, if one
does not know.
The future is
now. Increasingly,
one’s presence
in this virtual
realm - social
networks, web
sites, blogs,
apps - has
become compulsory.
Stay abreast
of changing
technology,
or fall out
of contention.
Note: one will
not simply fall behind;
rather there
is the risk
of becoming
irrelevant,
especially
in terms of
the virtual
[online]
world.
And it is
this
irrelevance
that can
lead to
obsolescence
in the
‘real’
world.
Bottom line:
you cannot tell
the full story
without the
images to go
with the package. The story is
not enough. The audio is
not enough.
The artist(s)
and said performances
are not enough.
The visual component
is a mandatory
aspect of the
story-telling/portrait.
Moreover, the
world expects
it. The
nexus between
imagery and
any art form
is exemplified
by the experience
of attending
the PhotoPlus
International
Conference &
Expo.
Saturday is
the final day.
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