what is an art buyer?

So a head hunter called me last week and set up a meeting for this morning. Her main question was, "what exactly is an art buyer/art producer?" A completely valid question. I usually will say "art producer" to people who are not in the advertising or photography industry. It sometimes makes it a bit clearer... I produce art. Mostly I help facilitate the process in which the idea gets from a creative's head or sketch to an ad.

An art buyer or art producer is one part creative services (creative support) and one part project management. The creative part is the fun part. I get to work with so many talented people whether they are an art director/designer or the photographer/illustrator. I help to resource and research great imagery for the client. I'll make some recommendations and work closely with the art director about the different artists. But ultimately it is the decision of the AD to recommend their favorite photographer to the client (or sometimes three which we call a triple bid). Then it rests in the hands of the client.

The project management part is the organizational part (a little OCD never hurt). This is more the technical side and where the negotiating, budgeting, scheduling and all the other small details come into play. Some of the details that may include problem solving ideas... the product we are showcasing is a running shoe that is only in a size 7.5 for women... the model is a beautiful, athletic, 6 foot tall woman with a size 10. Help come up with a solution to get her foot in the shoe, to run and look comfortable and to not permanently ruin her feet. The stylists will usually have ideas but the art buyer should always be prepared to run interference.

My opinion is that art buyers are artistic and happy people who have their home closets and pantries meticulously organized. They get the best of both worlds.

Artist Friday - Heather Conley

Heather Conley is a portrait photographer in New York. Probably one of my favorite portrait photographers and the reason is because she really captures the essence of each of her subjects. The subjects are in their environment or against seamless and there's a quietness that allows the viewer to really see the subject. It's an experience to view her portfolio, her images are honest and downright beautiful.

Check out Heather's work at heatherconley.com
©Heather Conley, used with permission
all artwork is copyrighted and intellectual property and cannot be used without artist's permission.

Future Lions

I found this as a post on AdFreak and sent it along to a talented graphic arts student I know. I think this is such a smart idea. We've seen examples of this during the Superbowl... Doritos chose the best idea submitted by a consumer and turned it into an ad. But this opportunity is even more amazing because it encourages students striving to become creatives to submit an avant-garde idea.

One of my favorite things about the flash site is the painting, it gives you a close up tangible view to the brushstrokes and textural aspect. No idea who the artist is, unfortunately, but it is beautiful and showcased in a perfect way on the site.

On the Future Lions site there's a brief which simply states: "Advertise a product from a global brand in a way that was not possible five years ago..." The challenge is to think outside the box and come up with a revolutionary idea.

Join the Facebook Group: Future Lions.

Metadata and you

Why should photographers always put metadata attached to their digital images? Because a.) you should anyway and b.) it tells anyone where the image is from and what the precise usage is. Most art buyers/art producers and photo editors know that the metadata is attached to the image. It's as simple as pulling up the file info. But why don't more photographers attach metadata?

There's a great article all about metadata in ASMP's fall 2007 bulletin - Basic Metadata: A Photographer's Best Friend. In this digital age it's important and critical. Most digital cameras record the technical info but in post-production photographers should embed the personal aspects of that image with copyright, contact info, client, usage, etc. The usage is particularly important. Clients are always looking to use the imagery for all sorts of print and web use. The agency that does the print work is not necessarily the same that does the web. So if the client passes the image to the web agency the information should be attached to the image to notify if they can even use it for the web and if so, when does it expire. It would be great if there were one digital asset librarian trafficking and being responsible for the image. But as we all know from the time of the image capture to the actual production, it passes through many hands.

The ASMP article points out that there are templates in programs such as Photo Mechanic, Adobe Photoshop, Adobe Lightroom, and Apple's Aperture. I have personally used Adobe Bridge to input the agency's information into the image (info like client, job number, cost, usage, and expiration date). As an art buyer I love when I open up a file and the photographer has tagged everything because that way I know s/he's aware of the usage that was negotiated and can track the image if necessary.

This simple step ensures that all the pertinent information goes with the image through all its travels. Developing a good metadata workflow is like remembering to floss your teeth, it's a good habit to get into.


An exceptionally useful site is the Universal Photographic Digital Imaging Guidelines or UPDIG

Artist Friday - Bo Bridges

Bo Bridges is the artist of this week. I love the action shots. Even though they are still images they are action packed and have that adrenaline rush feeling. He's been all over the world photographing action events from the Xgames to Ironman to glacier surfing. He gets that one in a million shot almost each time. His landscape shots are equally as enticing but I feel those lend to his action shots... the tranquility before the shred. In each shot he also pays close attention to the subject and the background, so as not to forget about the background or let it drown out the subject, his placement of both and how he captures them is spot on. He himself is an outdoor sports enthusiast so it only makes sense that his camera followed him.

Check out Bo's work at his website bobridges.com.
He is represented by Michele August at 212 Artists Representative.

©Bo Bridges, used with permission Bo@BoBridges.com
all artwork is copyrighted and intellectual property and cannot be used without artist's permission.

Age of Social Media

So a lot of ad agencies are redesigning their website for the digital social media out there to attract potential clients, the feeling is that online social media is a "revolutionary opportunity" for advertisers. I have to say some of the website designs fall a little short and don't quite get the idea of social media. But there are a few agencies who absolutely will blow your doors off with their amazing sites.

Modenista! of Boston has an absolutely amazing site that opens as Wikipedia (with a note saying " Don't be alarmed. You are on the new Modernista! site"). The site links you to Facebook, Flickr, YouTube, Google... sites that most of us use daily. Check it out, I guarantee you'll be clicking through and having fun. granted it has some serious wikipedians (they call themselves that not me) up in arms.. but that's also what makes advertising great. did it get your attention? then it's a successful site.

Crispin Porter + Bogusky, may not have their own social media site like Modernista! but they definitely have some fun entertaining tidbits on the site including their own podcast. And they've created quite the waves for the likes of Burger King ("whopper freakout" was one of the most successful viral marketing and media integration campaigns).

Saatchi +Saatchi in New York may have been around since 1970 but are getting this idea of social media with their off-site lovemarks. Through this site you can share on Facebook, post videos, comments and diggs all about the brands you love and with people worldwide.

I'm sure I've missed quite a bunch of agencies with redesigned websites but feel free to post them. If agencies can focus some of their attention and integrate the traditional advertising with this new live space on the web everyone is clambering for, they have great potential and the excitement for great creativity.

Photography Promos

A Photo Editor had a very interesting post with an art buyer interview this past Thursday. I would recommend photographers and reps to take a look, I found it incredibly interesting. As an art buyer, I completely agree with the interviewee.

I receive about 60 mailed promos a week and roughly 20 emails daily. The best way to grab my attention is to have an amazing photo. That is what I am going to hire you for. I am not so interested in receiving pens, stickies or a magnet with your logo on it. The thought is nice but most likely it gets tossed aside and forgotten about.

The promos with an amazing image.. drive me to your website to bookmark it and save it for a project. How do you differentiate yourself from the all the other noise? Do what you do best. If you are a great portrait photographer or a great landscape photographer - put that on your promo with your name and website. simple. clean. and to the point.