Collaborating with Professional Artists for Original Content - CCO Talks with Thomas Hawk

33 %
67 %
Information about Collaborating with Professional Artists for Original Content - CCO Talks...

Published on March 4, 2014

Author: CMI



Renowned photographer Thomas Hawk speaks to Chief Content Officer magazine about how brands can work with artists to generate authentic content, and why some companies manage to flub it.

COLLABORATING WITH PROFESSIONAL ARTISTS FOR ORIGINAL CONTENT Renowned photographer Thomas Hawk speaks to CCO magazine about how brands can work with artists to generate authentic content, and why some companies manage to flub it. All photos courtesy of Thomas Hawk

Thomas Hawk's hauntingly beautiful—and often gritty—photography is admired across the world. He calls himself a “photography factory” and aims to capture one million photos before he dies. Among his favorites are images of American cities, particularly those in various states of decay. “I think people will want to go back in the future and remember a different type of America; a place that was unique to their time frame.”

B ut to say Hawk is revered for his art is only partially true. He’s also an avid blogger about a wide range of issues, including new media, technology, creative commons and copyright law. With a massive fan base across Flickr and G+ (in particular over 6.5 million followers), Hawk is also sought out by brands to photograph events and locations, and share images with his audience.

Too few companies seek out visual artists-- be they photographers, painters, graffiti artists, documentarians, or cartoonists—to help tell a powerful, authentic and shareable story. Thomas Hawk’s brand collaborations illustrate a powerful model for companies to work alongside talented artists, to the benefit of both artist and brand. “It's super easy to go down a page and +1 ten photos. It takes a bit longer to read an article and decide if you want to +1 it. Imagery appeals to our desire to see and share beautiful and interesting things.” – -Thomas Hawk

Some recent examples of Hawk's collaborations: JBL [the premium speaker and audio company] sponsored the music festival Coachella last year, and offered Hawk paid travel expenses and a press pass. Dell asked Hawk to fly out and shoot the Austin City Limits Music Festival. Explains Hawk, “I wouldn’t have had that level of access without their corporate sponsorship.” The Cosmopolitan Hotel in Las Vegas invited Hawk to photograph the luxury hotel before it opened. “How often do you get to shoot a completely empty multi-million dollar casino?”

Advice from(and shouldn't)Hawk: Thomas approach How brands should professional artists.

Don't ask an artist to shill your work. Purely promotional collaborations won’t be of interest to established artists, says Hawk. Instead, offer access—be it to a music festival, a new city, or an off-limits location. I've had a lot of inquiries over the years to shoot specific commercial things, and I'm not interested in that so I've turned down almost all of that work. I really want to shoot what I want to shoot.– - Thomas Hawk

A great collaboration benefits brand and artist. When the Cosmopolitan Hotel in Las Vegas asked Hawk to photograph on location before it opened to the public, Hawk jumped at the chance to capture the massive, empty casino. The result: Hundreds of beautiful and unusual images flooding social media leading up to the hotel’s opening. Hawk says to think beyond music festivals and events. For example, Virgin America offered Hawk travel expenses paid to Toronto. The result: Stunning photos of Toronto that both Virgin and Hawk are proud to share.

Build long-term relationships. The best way to understand what an individual artist may be willing to do is to get to know them. Cold requests may be viewed with skepticism. Explains Hawk, "Scott Monty at Ford has built relationships with a lot of artists, so when you get an email from him with a request, iT's a very friendly and welcome email."

Thomas Hawk was originally featured in the February 2014 issue of Chief Content Officer magazine. To read the full story or subscribe to CCO, visit the CCO website . To view Thomas Hawk’s incredible portfolio of over 90,000 photographs, visit his Flickr page.

Add a comment

Related presentations

Árboles en miniatura producto del arte del bonsai

Lisa Wolfe’s before and after interior design for review. See Lisa’s more interior...

This slide deck was used to accompany my Ignite 329 presentation.

My New Nepal

My New Nepal

September 16, 2009

Nepal in Fun Fiction,and festival

Related pages

The Artist's Perspective: Collaborating on Content Creation

The Artist’s Perspective: Collaborating on Content ... Artists for Original Content – CCO Talks with Thomas ... Content Lessons from Thomas Hawk.
Read more

Cco | LinkedIn

... and more. Get the professional knowledge you need on LinkedIn. LinkedIn Home What is LinkedIn? Join Today Sign In Main content ... CCO at EagleView ...
Read more

19 CCO Articles in 2014 That Every Marketer Should Read

... The Artist’s Perspective: Collaborating on Content Creation ... Thomas Hawk, who has nearly 7 ... (and about Spacey’s talk at Content Marketing ...
Read more

ARTtalk Newsletter Art Supplies artist painting supply ...

The first such airbrush was sold to S. M. Thomas, ... original works of art (or a design team that includes a professional artist.
Read more

Watch Full Episodes Online of ART21 on PBS

Skip to Main Content. ... ART21. Investigation. Featuring artists Thomas Hirschhorn, ... ART21. Composer Philip Miller on collaborating with William...
Read more

TED: Ideas worth spreading, home of TED Talks, ... Skip to content ... Now you can dig deeper into ideas with new, original books from TED.
Read more

Hawk | LinkedIn

View 90564 Hawk posts, presentations, experts, and more. Get the professional knowledge you need on LinkedIn.
Read more

Upwork - Hire Freelancers & Get Freelance Jobs Online

... collaborating in your own shared online workspace. Pay. ... Upwork. Professional freelancers and the essentials to find them. ... Content Writers;
Read more