Brand Storyteller: Photographer Dario Acosta

Used with permission | DarioAcosta.com

(San Francisco, CA) - If you’re an opera fan, or a even a casual reader of Opera News, you’ve probably seen Dario Acosta’s photography of rising and established artists, as well as well-known public figures. I first encountered opera’s most celebrated lensman on Instagram in 2015. @darioshoots is an excellent, behind the scenes look at Dario’s work, as well as the opera world, but his Instagram Stories often carry up to the moment commentary, outtakes, and his latest project sneak peeks.
 
Dario and I have built a nice rapport through Instagram. However, I’ve been reflecting on the multi-platform influence Dario’s work has on how we see opera today, within opera spheres and beyond. As many of you may know, I ascribe to the notion that opera singers - and classical artists in general  - are also brands.

It’s my opinion that Dario’s work is integral to establishing - and reinforcing - his subjects’ respective brand identities, narratives and recognition.
 
I was thrilled that Dario agreed to do a Q&A with me, which we recently conducted via email and telephone. My sincerest thanks to Dario, a delight to collaborate! 

JM: In addition to having talent, singers must strive to find their niche. This includes establishing a unique narrative that explains their talent, training, interpretation of the rep / new work, interests, and who they are as individuals in this competitive business of opera. How do you reflect, magnify, and/or help establish some or all of the above for your clients? 
 
DARIO: I’ve been shooting singers now longer than I’d probably like to admit! When I started, I had young singers come to me for a portrait session. (Note: Acosta prefers “portrait” versus “headshot” since the latter makes him feel “cookie-cutter.”) At the time, I recall researching other young singers’ portraits, which were a little boring, stiff, with little to no personality. I was determined to change that…that singers (I photographed) didn’t follow (portrait) norms, that they were more current, not old-fashioned, glossy. Why do we have to do it like that (i.e. in this style) when serious artists are young, talented, and health-conscious? Their unique personality and enthusiasm should shine through. So, let’s shoot it like we're shooting for a fashion magazine, editorially.  It’s so much more dynamic...an artist’s image is so important, it should stop people and get them interested in who this person is.
 
Hair and makeup is an important part of it, too, for both women and men, as well as wardrobe (Note: Acosta often works NYC-based makeup artist Affar Graber Malik). This all goes towards making a person feel comfortable. By the time we get to the shoot, it’s playtime. At this point, clients / subjects have trust, so I try to please them, as well as myself with something iconic (i.e. work product). I sincerely enjoy what I do, and I’m glad that people see that. I enjoy appreciation for my work, but I want you to look at the picture...it's the collaboration that I mold into something beautiful in that moment.
 
JM: My own retail advertising experience exposed me to the value of compelling fashion story photography. Speaking to Santa Fe Opera's 2018 season work product (“Candide,” “Dr. Atomic,” “Madame Butterfly,” “The Italian Girl In Algiers,” “Ariadne Auf Naxos”), Solomon Howard's "True Believer," Ailyn Pérez's "Pure Magic," Opera Philadelphia's O17 "On The Town,"and harpist Emmanuel Ceysson’s "Harp Throb,” how do you set out to create the signature Dario Acosta visual narrative and brand experience? In addition to opera singers and classical artists, you also work with brands like opera houses and opera-related publications. Please share what you like on the above?
 
DARIO: Well, I studied art, and got my BFA from The School of Visual Arts (New York City). They taught us the art of the image - nothing commercial. (The former) is the driving force behind my work. For me, an image is meant to be timeless, and the combination of the universe coming together at that moment to produce the best possible portrait for that particular moment in time. I know it all sounds ‘artsy,’ but it’s really my sincere approach; I try to place myself into a given (photo) shoot 1000 percent, I believe each artist deserves this. (My subjects) have put years and years into their art, I think they deserve collaborations that are equivalent. I have supreme appreciation for what it takes to live in this world as an artist, whether your art form is visual or musical or written. It’s an honor to have these opportunities.
 
I constantly push myself, to not stay in a comfortable place. I am always trying to move my work forward, to not be stagnant, or to repeat the same approach over and over. Every single shoot should be unique and original. With artist photo shoots, I like to think of myself as a chef who makes a meal with what he or she has on hand. I can certainly have a vision of what I want for that shoot, on the day, but until I see ‘my ingredients,’ I’m not committed to anything visually. I allow for the universe to throw in things. I’m also flexible if (my pre-conceived concepts) just don’t work with someone. Together, we move on to find something that works for my subject while also creating something special, too.
 
For the most part, my studio is bare because every shoot requires a different approach, which keeps me creative, not complacent. Of course, I know that at the end of the day, I must produce. But, I also know that we should produce something special. Thankfully, the artists who work with me come to have complete faith in our collaboration, which ends up being the most important ingredient.
 
Working with opera businesses, collaboration is amazing here, too. My collaboration with art directors and design directors is very important to the end product. First, we discuss what needs to happen…many have, for the most part, let me run with it. We discuss the look and various concepts, and then work together on set so that we get the result we're after. Afterwards, we discuss the overall look of the images. Backing up, we usually have a storyboard of concepts to visually drive the shoot, and then rely on the subject to do the rest. 

Magazine work is mostly the same. We come up with the concept and then decide whether lighting, props, wardrobe, color or background is an underlying unifier. Then we see what works within that creative space for the artist. The success of any project depends on collaboration, mutual respect, and giving it our all.
 
The Santa Fe Opera project! Well, in this case the subjects were the opera house and the southwest. The featured singers (from the upcoming 2018 season) worked with the architecture as they would with a production (i.e. onstage design). I conducted, the opera house was the orchestra, and the singers performed! In the end, it’s amazing how similar all art forms are.
 
JM: Please describe your dream project.
 
DARIO: Hmm. Ok, honestly, without sounding like an idiot, my dream project is every new shoot! I see each as an opportunity to create something amazing for the client and for myself, too…something that will last and become iconic. My dream project is to create iconic imagery for our artists. Images that make you forget you’re looking at a photograph.

Are you a brand storyteller? Contact BSPOKE and we'll co-create some great, all-about-you and your brand content. Let's do it! 
 
Learn more about Dario Acosta.
​Contact Dario and visit him on Instagram. 

Originally published via BrandStoryNow.com on January 16, 2018. 

JM 

Fall 2017 "Head, Heart & Hustle" podcast interview!

(San Francisco) - Guess what? I recently did my first podcast interview with Head, Heart and Hustle, "The Podcast for Creatives."  HH&H's founder, Philadelphia-based Digital Marketing Strategist Extraordinaire Allen Plummer, approached me on Twitter several months ago, and we connected via phone in late May (he in Philadelphia and me in the Bay Area). His questions covered #Operatawk storytelling across Periscope, the here, now and possible future of my creative journey, and some out-of-left-field questions that caught me delightfully off-guard. Our podcast will air this fall, will update status here as well as across social media - stay tuned!  

​Excerpted from HeadHeartandHustle.com: "Anyone with a side hustle or creative outlet can feel isolated from friends, family, and others around them who just don’t get their passion. That’s why Head Heart and Hustle exists – to help you feel motivated, to learn, and to get a pick-me-up of creative energy from other people like you. In every episode, we interview a creative individual who doesn’t just pretend to be creative. They’ve rolled up their sleeves and are producing great things because they need to; they know that being creative is part of who they are."   Such an honor to be included, my sincerest thanks to Allen!

Connect with Allen on LinkedIn, as well as Twitter. 

​JM

BrandStoryNow returns to San Francisco Conservatory of Music

(San Francisco) - BrandStoryNow, an independent marketing training experience tailored for classical artists, returns to the San Francisco Conservatory of Music on March 5, 2016. Originally launched at SFCM in November 2016, BSN evolved from consultant James Mowdy's 2015 work with client Santa Fe Opera. 
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BSN's philosophy is simple. Classical artists, like small businesses, are brands. As such, they require the same kind of small to medium size business plan and planning that a brick and mortar and/or start up requires. Mowdy, who has worked with classical music clients Musica Marin and Berger Artist Management, as well as Brian Asawa, Diana Tash, Jonathan Blalock and Kelli Butler, sees these artists as they see themselves - the original-and-still-going-strong gig economy. To that, the global arts playing field continues to become more crowded and competitive, especially in the US. With the National Endowment of the Arts potentially under threat, its disappearance could be a direct hit on small companies and arts organizations who depend on NEA funds to mount their work, productions. This example, coupled with our ongoing, national arts funding crisis, dictates that artists themselves - not management - must know how to tell a compelling business brand story across social media and real-life if any career ROI is to be realized. 

Beginning with a discussion of brand identity, BrandStoryNow attendees will discover how to tell a strategic brand story about themselves, the critical importance of real as well as pie-in-the-sky business goals, and how to build out online and real-world strategies that connect the moving parts of their brand. An in-depth discussion of KPIs (key performance indicators), social media metrics across different platforms, and relevant classical artist case studies will also be offered, as well as an open Q&A session.

"Presenting BrandStoryNow at the San Francisco Conservatory of Music is an amazing honor, " says Mowdy. "My father was a stagehand and sound technician at the American Conservatory Theatre in the '70s and '80s, so I've always had great respect for arts institutions, as well as their actual brick and mortar structures. To physically share BrandStoryNow at SFCM - and hopefully add value - is time wonderfully spent." 

BrandStoryNow applies business brand marketing concepts and approaches to The Small Business of You.™ Please register for our March 5, 2017 event from 11AM-1PM via Eventbrite.  Classroom space is extremely limited, no waitlist.

JM
Published via LinkedIn | February 16, 2017

BrandStoryNow brings marketing insights, case studies and consulting to San Francisco's Conservatory of Music

(San Francisco) - BrandStoryNow, a marketing training for classical artists, launched at San Francisco's Conservatory of Music on Sunday, November 20th. The inclement weather didn't dampen attendance or interest among an activated group, which included opera singers, academics, opera company representatives, startup founders, and classical collaborative pianists.

Brand consultants Cristin O'Keeffe and James Mowdy welcomed and chatted with guests until the formal presentation began. O'Keeffe kicked off things by inviting attendees to pair up and learn their partner's name, profession and a noteable achievement within 3 minutes of conversation. Once time was up, each person introduced his or her partner, which, in addition to being an excellent group ice-breaker, demonstrated the value of unique personal and professional brand story.
Mowdy then launched into the BrandStoryNow presentation, exploring the following:

• How and why classical artists are powerful brands in a global marketplace

• Establishing and defining unique brand identity, values, goals, and strategy

• Constructing powerful brand stories across social media & real-life

Once a few spontaneous audience questions were addressed, O'Keeffe took the reins to guest present Active Listening and Social Networking, the latter covering the online and traditional networking perspective. Her points included:

• The Empowered Elevator Pitch - crafting and using

• Active Listening - Launching and leveraging

• Online and real-world social network channels

• SMART goals and the arts brand advocacy opportunity

Mowdy continued with several case studies, ranging from cautionary tales like opera's Tamar Iveri and New Balance in the age of Trump, to the cross-platform arts brand success of opera singers Ailyn Pérez and Jonathan Blalock, respectively, as well as an examination of classical superstar Lang Lang's global dominance, and West Edge Opera's astute, year-round use of Facebook.

A deeper discussion of social media analytics, goal-setting and true ROI also spurred spontaneous discussion amongst all in attendance, seguing nicely into an extended, post-presentation Q & A.

BrandStoryNow attendee feedback:

"Social media is a valuable tool for nonprofit art organizations," said West Edge OperaMarketing Director Kate McKinney via email. "BrandStoryNow taught me how to create social media content that's consistent with West Edge's brand, while also attracting a diverse audience to our various (social) accounts and, ultimately, our performances."

Enchanted Book founder Bridget McGraw via email: "As a digital veteran with a beginner’s mind, I appreciated approaching familiar material with a fresh outlook. It was great to be reminded by Cristin that I need to set SMART goals for the Enchanted Book. Also, James' case studies brought home the critical importance - and balance - of authenticity...in one’s social media presence. "

Opera singer Carolyne Anne Jordan - who most recently sang with the San Francisco Opera chorus in "Aida" - kindly direct messaged the following, with permission to share: "Thank you, James! I really appreciated everything you (and Cristin) shared, and I know I can benefit from using Instagram Stories and as well as other (social media tools)...will also share this into with Opera On Tap San Francisco!"

San Francisco-based classical music fan Josh Dougherty via email: "The BrandStoryNow seminar presented a lot of valuable information that's applicable to all aspects of your life. James's case studies demonstrated how simple your brand can be - it doesn't have to be some complicated marketing strategy devised by an expensive team of gurus. Maintaining presence on social media allows your personality to shine while using your most valuable and unique marketing tool: yourself. Cristin's presentation on active listening was a well laid out guide to strategically engaging in conversation instead of just trying to think of the next thing to say. The whole presentation was great, and I definitely recommend it to anyone looking to develop his or her brand."

JM
Published on BrandStoryNow.com | November 29, 2016

Make Twitter Great Again: Your 'Age of Trump'​ Work-Arounds

(San Francisco) - Last week, I had the honor of presenting to over 100 Bay Area non-profit founders, EDs and CMOs at San Francisco's storied City Club. The brief was straightforward: how might small to medium size non-profits best use Twitter and Periscope to meet organizational goals. I gladly accepted the offer in mid-November, but realized by early January that my intended preso had to be thrown out in order to reflect our current Twitter reality.

Thanks, Donald. 🙄🙄🙄
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Yes, due in part to the cantankerous candidate, potus-elect, president and tweet-aholic (as well as the most volatile US election in our history), Twitter is forever changed and, in some schools of thought, damaged beyond repair. I don't share this view, but it's not without some merit; Twitter's algorithm, advertising, unique ability to host, showcase and magnify noise, outrage and abuse - compounded by leadership's seemingly laissez-faire approach - make 2017 Twitter a much different animal than the 2009 Twitter that captured my heart.

Twitter is forever changed and, in some schools of thought, damaged beyond repair.

​To date, Twitter hasn't ever really shown us how to use their product, but in 2009 this marketer quickly saw that it was a nexus for individuals and brands to network their stories across the global internet. As I've said in previous blogs, videos, and presentations, Twitter is tantamount to working the room at a mixer. You arrive with an idea of whom you would like to meet, seek them out, say hello, find common threads of conversation, and then work out what you and said parties might do in the real world, post 'Twocktail', hopefully finding ROI together. This basic how-to worked for a long while until algorithms, advertising, outrage and the election season started to transform Twitter into an increasingly charged environment. In short, my 2017 Twitter experience feels like trying to have that same mixer in the middle of Grand Central Station during a protest. To illustrate, I began raising my political voice from the beginning of 2016, through the debates and post November 8th, which is when I, like many others, lost their minds on Twitter when the unthinkable happened (which I own). 1,000 new followers and 12 weeks later, I realized that Twitter's algorithm had completely transformed the who, what, where, when, why and how of my feed, moving me into an almost entirely political space; without realizing it, I'd self-sequestered. Again, this was my Twitter experience, which made my new user experience pretty much my fault (if Twitter's algorithm is considered the innocent party and just coded that way). The feed of a marketing consultant engaging for his business had transformed into something more akin to a political activist running a campaign with varying levels of hyperbole. I hadn't intended to say 'Welcome to my highly charged Twittersphere, Let’s Not Do Business' but this was the reality, my optics to repair.
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As I told my City Club audience, I had to recognize what had happened, the role I'd played, and determine ways to return my Twitter experience to a happier medium for myself and, most importantly, my followers. In the end, Twitter remains a fabulously powerful medium with incredible reach and velocity, in ways that Facebook, Instagram, and Snapchat are not. Some of my most valued client relationships began and flourished on Twitter long before they were a face-to-face reality.
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Twitter remains a fabulously powerful medium with incredible reach and velocity, in ways that Facebook, Instagram, and Snapchat are not.

So, how do we make Twitter work for SMBs?
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Lay the Foundation. If you're new to Twitter or your tweets amount to a pretty digital bulletin board with little to no engagement, ask yourself the following: what are five compelling stories that make your SMB brilliantly unique and important in your given business sector or the overall marketplace? Look to your brand's mission, vision and values to inform and cross-check these brand stories. Once you've landed on some core brand narratives/storylines/truths, start mapping out short and longer range business, marketing, or sales goals, in as concrete terms as possible. The stories we tell over social help move us towards all goals, as long as we treat every engagement and insight gained as a business lead. Twitter or a greater social strategy is unique to a given business, but shouldn't be a guessing game. Social strategy and the tactics we use are determined by the stories we tell and the goals we set. This is where experimentation comes in, perhaps utilizing different platforms in conjunction with Twitter (more on that in a moment). In short, if business brand stories and goals are understood, you're building your SMB Twitter strategy on a solid foundation.

Direct Messaging is Your Secret Weapon. Social media is only truly effective to the degree that we convert online engagement into reality and action. This should be your #1 goal on Twitter, as well as other platforms. Given the noise of 2017 Twitter, direct messaging is the equivalent of a quiet, in-app conference room far away from the maddening main feed roar. Even though Twitter can be a hot mess, it's important to continue seeking out, following and engaging those individuals and brands most important to your business, networking your stories, opinions and perspective with others. However, if you and another party are following each other, direct messaging creates a private space for one-to-one connection, away from the eyes of others. I've enhanced many Twitter relationships in this way, and many have become contacts, friends and associates in real-life. Twitter will probably remain Grand Central Station with a protest for the foreseeable future, but that doesn't mean it's impossible to meet incredible new colleagues or business connections in the rushing crowd of thousands. More patience and a bit more work are required, but the benefits are definitely still there. As in life, haters and disagreeables are always around, but your next high-value Twitter contact is there, too. Once you've made the leap to direct messaging with a contact, make your move. Have that cup of coffee. Meet up at an event. Propose a collaboration. Again, social media is only real to the extent that YOU make it real. IRL (In Real Life) is where ROI is found, so get to it!
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The stories we tell over social help move us towards all goals, as long as we treat every engagement and insight gained as a business lead.

​Stay on Message, No Matter What. As previously explained, raising my political voice - and moving away from brand, marketing and business-related topics - had a direct, and in some cases, detrimental effect on my Twitter experience, as well as my followers. It's on me to move the dial back to a more balanced Twitter where business items, client news, current events and personal day-to-day experiences might peacefully co-exist. To do that, I'm manually re-engaging those topics and followers to influence the algorithm, but it's much more than that. I'm doing it to get back on brand. This is the difficult part, especially since the current moment is one of the most intense we've experienced as a nation, since social media has been in existence. Many of us would like to participate in what's happening, to raise our voice. But, if we're primarily using social media for business purposes, this can be tricky (as my personal case study demonstrates). As we all know, 'alternative facts' are something we're hearing about these days, especially with regard to social media storytelling. Taking that cue, it's critical to stay on message - like a political campaign - telling brand stories that powerfully reflect your own, mission-driven truth. Twitter's hyperbole, endless issues, noise, anger, abuse, and unfiltered opinions are here to stay, but as SMBs, we strive to be our own best brand steward while on the platform. A simple rule: if in doubt, don't!

It's critical for your business to stay on message - like a political campaign - telling brand stories that powerfully reflect your own, mission-driven truth.

​Up Periscope. Your second defense against the Wild West unpredictability of Twitter is Periscope. Periscope is Twitter's answer to live video, allowing users to broadcast directly from the Twitter app on their phone or through a professional broadcasting set up. Periscope is another exciting way to transport your Twitter colleagues, audience and network out of the noise and into a dedicated video immersion of your own creation, showcasing a newsworthy moment or unique business brand experience; think of it like your own live remote news report. Periscope guarantees your revolution is being televised across the open internet since, though Twitter, your broadcast is instantly, globally distributed, hence the real, built-in benefit of using Pericope and Twitter together. Unlike FacebookLive or Instagram Live, this is where unequaled velocity for your video brand experience happens. It's also free! Whether it's a live panel discussion, a Q&A, breaking business news, or any other type of hosted or compelling broadcast, Periscope provides users with the ability to moderate their broadcast experience, share across other social platforms, and revisit after the live broadcast is over. Periscope also adds permanent, evergreen pages to your business story, which you may add, keep, or delete to best showcase your business. Periscope is truly a Technicolor Press Release (my catchphrase, please use!) and an invaluable tool all SMBs should explore if already on Twitter, or considering an expanded Twitter presence. For more on the benefits of Periscope, please reference this piece.

Is your business already on Twitter and/or Periscope? How has your Twitter experience changed over time? Follow me @jamesjetsoften on Twitter and Periscope. 

JM
Published via LinkedIn | February 1, 2017

PR News #Social16: Why Periscope Works for Your Business

(San Francisco) - On August 10th, I was honored to discuss Periscope for business with Landis Communications CEO David Landis, at the PR News Big 4 Social Media Summit. Held at San Francisco's Grand Hyatt San Francisco on Union Square, our highly engaged audience of 250 came from agencies, b2b and b2c brands, non-profits/associations and government organizations.

It was a pleasure to work onsite with PR News Editorial Director Steve Goldstein and his New York City and Washington D.C.-based team members. Additionally, it was great to connect in real-time with #Social16 attendees from UPS (Atlanta), Zion and Zion Advertising (Phoenix), Univision (Miami), Lemon Tree Agency (Sacramento), Redwood Credit Union (NorCal), amongst others. For a top line on our major Periscope for Business points, David Landis does an excellent job of distilling our slides in his recent LinkedIn blog. 

A recap of our #Social16 experience via social media:
1) Twitter
2) Instagram 
3) Facebook/FacebookLive, including an excellent mini-interview by Lemon Tree Agency's Patrick Storm. 

Our PR News #Social16 Periscope session was an absolutely worthwhile experience, capping off a year that included launching my clients Santa Fe Opera and Musica Marinon Periscope, the hosting of my Periscope for Breaking Brand News blog on the Landis Communications, Inc. website, and its subsequent pick up by PR Daily.
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Already using Periscope? How has it helped you meet business goals?

​If new to Periscope, let's talk about about using this visual storytelling tool and a bespoke mix of social media platforms to tell your unique brandstory with ROI. Contact me at jmowdy@bspokebranding.com.

JM
Published via LinkedIn | August 16, 2016