Mylène Farmer: Beloved Luxury Brand

(San Francisco, CA) – Unlike other pop royalty with single-name recognition, Mylène never needs to worry about overexposure. When she re-emerges from her space-time portal - as she does in Paris tonight, six years after her last blockbuster European tour and four years since her last album - it’s an international happening, major cultural moment and another gorgeously designed chapter in the enduring brand story of France’s most celebrated pop star.

Désobéissance, her eleventh studio album, was released in September 2018 and certified Platinum two times over by December. According to Idolator and Le Point, it’s one of her best-reviewed albums to date. Her sold-out, 9-date residency at Paris’ La Defense Stadium, where she will perform in front of 235K+ people, is almost upon us. But when it’s all over, Mylène will once again disappear into the ether. There will not be an Instagram update on future plans, selfies, fashion looks or chats about where she’s jetting (Farmer has no social media presence). Full transparency has never been Mylene’s thing, and her global fan base loves her for it. 

Brand Identity + Brand Storytelling

Mylène Farmer has been a star for 35 years, yet she very clearly chooses to remain an enigma to both her fans and the world. Laurent Boutonnat, the famed French composer and Farmer’s songwriting partner, has been her primary collaborator for most of this time. Their adoption of almost total radio silence between albums, tours and collaborative periods is foundational to Brand Mylène - the suggestion that she materializes through a portal and then disappears into the ether isn’t far fetched either, simply watch the opening and closing of Timeless 2013. In short, Farmer chooses to exist and emotionally connect with fans almost exclusively from the concert stage. Fan fiction and websites lauding and/or analyzing every detail of her work and life abound because relatively few details of her life are in the public sphere.   

Like Greta Garbo, Farmer’s regular retreats from public life make her periodic re-emergence a cultural event for the French-speaking public, media and a die-hard fan base. If so little is known about her life, how does Mylène Inc. thrive and grow? Through her and Boutonnot’s music and lyrics, which often feel like art-song-poems-as-secret language only a fan (thinks he or she) understands, Farmer lends her one of a kind voice, which someone once described to me as a “beautiful and breathy flute,” although her lower register often surprises and delights. Farmer’s various eras, as well as the iconic concepts and stories attached to her albums and videos are the foundation upon which everything is built. But it’s more than having a unique sound, vocal style or an iconic video. 

Emotional connection is the glue that bonds Farmer to her audiences. It’s not unusual for her to break down in tears while performing one of her many hit ballads, allowing audiences to sing lyrics back to her, thanking them for their care and love. Having experienced these quasi-operatic moments first-hand, they feel powerfully intimate, even in a stadium full of thousands (who are of course crying with you). It’s safe to say that it’s here, in these hallmark interludes, where fans reaffirm and recommit their emotional investment and connection with their chosen diva, perhaps inspiring them to tell and retell their own versions of the Mylène Farmer brand story.  In her 1991 hit Désenchantée, Farmer sings:

“Je cherche une âme qui pourra m’aider, je suis d’une generation désenchantée (I’m looking for a soul who could help me, I’m from a disenchanted generation).”

 The call to action couldn’t be any clearer.

 Brand Loyalty + Brand Experience

After decades of building a positive, almost cult-like emotional core with her fans, especially in the LGBTQ community, it’s not surprising that a fiercely loyal, long-term fan base thrives. There are certainly other performers of Farmer’s stature who have similar relationships with fans, but this regular concertgoer and pop music lover has never been more lump-in-throat-moved-to-tears than during a Mylène Farmer performance on video or watching her live. In an overcrowded 2019 pop music landscape that’s youth-focused, competitive and homogenous, my 28 years of fandom for a woman in her 50s who wears her heart on her sleeve, singing moody, sad and joyful songs in French could be labeled as niche, hence my next point.  

Given the momentous feeling surrounding each new tour, including tonight’s opening in Paris, I posit that the Mylène Farmer experience is a luxury brand experience. It’s certainly expensive, not unusual for today’s large-scale, mega concerts, but the value of that experience is so highly prized, unique and forever cherished among fans that it’s akin to a bespoke luxury good as unique, one-to-one personal connection. Add FOMO to that, which is always present since we never really know when (or if) Farmer will return to the stage. A 2018 Forbes piece defines luxury experience as “a particular instance of personally encountering or undergoing something” in the luxury sector. Also, that “part of the luxury calculation is exclusivity or scarcity.” Given costs, value, supply and demand, there are only 235,000 opportunities for what feels like a personalized luxury experience, and then it’s gone forever. Case in point: the majority of Farmer’s Désobéissance shows sold out within 72 hours. Demand reconfirmed. And tonight, our Libertine sings again. Bravissima. 

#MylèneFarmer2019 

In concert at Paris La Défense Arena 07JUN, 08JUN, 11JUN, 12JUN, 14JUN, 15JUN, 18JUN, 19JUN & 22JUN. Visit Ticketmaster France and StubHub for remaining tickets. 

Originally published via LinkedIn on June 7, 2019

European Pitch Night Shines Bright in San Francisco

Opening remarks for SACCSFSV & EuroCham's European Pitch Night at DocuSign San Francisco | April 10, 2019 | Photo: JBM

(San Francisco, CA) - BSPOKE attended this week's, second-ever European Pitch Night, again hosted by DocuSign San Francisco, spearheaded by The Swedish American Chamber of Commerce San Francisco and Silicon Valley for EuroCham, the Bay Area's consortium of European chambers. 

First up was Nom Nom Now's Chief Revenue Officer Benoit Vialle. The French American Chamber of Commerce San Francisco's nominated startup, Benoit said his company name once but no discernible branding or logo on his pitchdeck. However, "responsible food for pet parents" i.e. pet food tailored for a given pet's micro biome, recalled BSPOKE's prior work with UCSF, a common thread across several projects. Pleasure to meet Benoit, hope to create connection for him, Nom Nom Now and UCSF contacts. 

The next startup represented the California Spain Chamber. PropCrowd succinctly presented their global real estate investment platform. From their website: “PropCrowd is the collective real estate investment platform that allows you to invest in a simple, safe and diversified way from only €100." The company has 106 investors since being founded six months ago, and has sold 2 properties with a 15% return. Centered on Spain and the USA, PropCrowd was originally founded in Dubai. As expected, a question regarding a possible global recession resulted in a great response from CEO/co-founder Miguel Manzanas: the company is currently developing a secondary market operation for their tech so as to provide investor exit if requested or required.

Tooso, our evening's third presenter, represented for BAIA The Business Association Italy America. From their website: "Tooso provides AI to transform eCommerce search into a personalized and interactive experience." CEO Ciro Greco went through many examples and deep explainer pieces, but it was difficult to catch a sound byte and slides went by quickly; the time limit worked against Greco, good stuff that required more than 5 minutes, or perhaps a truncated preso. Audience questions resulted in Greco's clear-throated assertion that their AI would automatically improve questioner's UX. Currently, Tooso has six live customers. Responding to a go to market question, the company has thus far been successful through referrals within their given verticals. Also, after real-time app voting, they were the evening's winner! BRAVI.

The evening's "deep AI" was presented by Rulai. Lyft is one of their chatbot clients. Sponsored by BelCham USA, Rulai founder Marc Vanlerberghe was an excellent presenter, but his preso was too busy, so it was easier (and more entertaining) just to watch him. Marc was cowbell'ed for going over his five minutes, but most of us seemed very willing to listen. One audience member asked what would happen if a human started arguing with a customer service chatbot. Apparently, said bots disclose that they are bots and voice analysis abilities allow them to escalate to human beings, or as requested. One interesting factoid: when bots announce what they are, humans often utilize simpler language and adjust expectations in order to meet their goals through bots. Rulai's current verticals: life sciences, financial services and hospitality.

Kudos to DocuSign and The Swedish American Chamber of Commerce of San Francisco and Silicon Valley, an excellent and worthwhile event. JM

Originally published via Instagram on April 11, 2019.

Airline Customer Service is Airline Brand Experience

Lufthansa's A380 arrives at SFO | Via FlySFO.com | https://www.flysfo.com/newsletter/sfo-community-newsletter-summer-2011

(San Francisco, CA) - My first experience with airline social media was with British Airways in 2009. This airline had successfully built responsive, conversational Twitter presence that also dealt, to the best of its 2009 ability, with real-time, on the ground customer queries, questions and complaints. Given that I was working for the company, I was glad to see the social marketing arm of the business striving to help our passengers around the world in "the British Airways way" - customer service with a focus on positive British Airways brand values and ethos, its historic, legacy carrier status, and the airline's unique, one of a kind service on the ground and in the air.

My airline days are behind me, but that experience's most valuable take away is the power of teamwork. That "it's not my job" isn't an acceptable response to the greater, immediate and real-time needs of a team. At British Airways, our job was to receive two (2) 747s of our passengers and their baggage in an efficient manner, with a high level of service, as well as receive new passengers and their baggage for two (2) on-time departures from San Francisco to London, while concurrently doing everything required to make these events happen on a daily basis across every cabin of service.

I recently found out about a less than ideal flight arrival experience via friend and colleague David Landis, CEO of San Francisco's Landis Communications, Inc. Having just arrived from Munich, Germany on Lufthansa, David and his fellow passengers waited in baggage claim for over an hour before their bags arrived - somewhat ridiculous after an 11 hour flight. David flew business class, but even if that's not the case, no one should ever wait that long for their bags without an explanation.

David took to Twitter, inquiring with SFO directly. Why did this happen? This tweet resulted in a San Francisco International Airport Guest Services' phone referral to a Lufthansa employee. David left a message for this Lufthansa employee, but he never heard back from her. Via direct message exchange, David stated the following to me: "I find it incomprehensible that an airline of the stature of Lufthansa wouldn't care about improving their luggage delivery times. It honestly makes me not want to fly them ever again and you can quote me. I don't really want anything out of this other than an acknowledgement and an apology. But I would like them to guarantee that they're going to look into it and try to improve the customer service moving forward. Otherwise, why should we fly with them?"

As "JamesJetsOften" on Twitter and a confirmed #avgeek, I thought I might be able to connect David since Lufthansa USA and I have followed each other for years. Off to direct messaging I went:

I was hopeful that this would be a direct route to success - pun intended; that Lufthansa's social media arm would alert its San Francisco International Airport team and/or the cited Director of Operations and Airport Services. Unfortunately, none of that happened.

Sam's response was appreciated, but it took my breath away. Why "as social media" do Lufthansa's Sam and his colleagues not "have the possibility to influence" David's situation? Why isn't Sam empowered to send an email to Lufthansa's San Francisco station? Why can't my social media engagement with Sam be followed by real-world engagement between his airline and David, with possible, positive results for all? Undeterred, I immediately jumped on LinkedIn, messaging Lufthansa's SFO Director. To date, I haven't received a response from him or anyone at Lufthansa, but most critically, neither has David.

Clearly, the ball is in Lufthansa's court i.e. the opportunity to engage David in an authentic and meaningful way. However, has the 'use by' date on this situation already come and gone? How many of David's international travel dollars were lost and will be lost if the clock's run out or if Lufthansa service recovery never happens? How many of those dollars could've been / may still be saved if Lufthansa reaches out to David? Now that this blog and an associated #bspokeofficehours video are live, I'm hopeful that Lufthansa will take action, implement service recovery, restore its reputation and perhaps win back David's business.

JM

Originally published via LinkedIn on January 15, 2019.

European Startups Shine at DocuSign San Francisco

Swedish American Chamber of Commerce SF/SV CEO Catrin Anckarman's opening remarks | Photo: BSPOKE Brand Consultancy

(San Francisco, CA) - Hosted by presenting sponsor DocuSign, BSPOKE attended the annual "European Pitch Night" at DocuSign's San Francisco offices on September 20th. Co-sponsored by BABCSF, the Swedish-American Chamber of Commerce SF/SV, the French American Chamber of Commerce SF, BelCham, the German American Business Association of Northern California, the German American Chamber of Commerce, the California Spain Chamber of Commerce and Danish American Chamber of Commerce, attendees were promised "five of Europe's most interesting startups," each showcasing its take on "European innovation" with a five-minute pitch, followed by three minutes of Q&A / audience feedback. All told, a fast-moving and worthwhile evening in SOMA.

The evening's pitches in order of appearance:

Story Chief (Belgium): "Content Marketing Software for Startups, SEO Marketers and Editorial teams who want to increase their reach."

Pitch: Introduced by co-founder Valeri Potchekailov. Content marketing creation and publishing tool, facilitating publishing across multiple channels with one click, including content hubs, social media and more. Additional selling points include analytics, CRM connection, the ability to directly launch a blog. Available for free and from 25 Euros/month per team.

Feedback: Had a quick chat with Valeri, who was keen to make connections in San Francisco and Silicon Valley with principles in the content space. When asked if this was like Hootsuite for content, he nodded in agreement and expanded on that, reintroducing the various time-saving benefits of Story Chief. A virtual assistant engages website users, so if you're looking to up your content game, definitely have a look. Also, BelCham noted some great, new funding news for Story Chief. Congrats!

Ubimax (Germany): "Ubimax..is the global market leader for Enterprise Wearable Computing and Augmented Reality Solutions."

Pitch: Introduced by Americas President Percy Stocker. Mr. Stocker utilized video to demo his case for Ubimax AR in factory, warehouse and logistics-related business settings. Simplicity, cost-savings and time efficiency were repeatedly cited.

Feedback: Ubimax's tagline of "we help frontline workers focus on what they are really good at: real-world physical tasks, not complex and time-consuming computer prompts" positively reinforced with an especially effective video showcasing Ubimax AR in a warehouse operation. Although I couldn't locate that video on the company website, this one is excellent. Ubimax is already working with over 200 global brands.

Atlas Go (France): "A Global Community of Sweaty Changemakers. We've developed a community where engaged runners, non-profits and corporations join forces to create positive awareness around social & environmental issues and to accelerate impactful change.”

Pitch: Chief Partnership Officer and Co-Founder Magali Mathieu detailed how Atlas Go augments existing enterprise CSR through employees who, literally, sweat their donations to a given cause. The first "feel good" preso of the evening, Atlas Go offers users a meaningful gamification of org-driven fitness challenges. A certified B-Corp, learn more about Altas Go's impact model and pledge here.

Feedback: Ms. Mathieu's presentation effectively drew dotted as well as solid lines between existing organizational CSR and Atlas Go's unique brand proposition. Via the website, Atlas Go allows "anyone to walk, run or bike for a non-profit partner in the name of your company," thereby appealing to businesses of all sizes while simultaneously "creating brand ambassadors making a tangible social impact." This aspect of Atlas Go's brand proposition is attractive. Perhaps consider sharing Atlas Go with your respective chain of command.

ReGen Villages (The Netherlands): "Tech-Integrated and Regenerative Residential Real Estate Development."

Pitch: ReGen Villages founder James Ehrlich successfully delivered the exciting potential and real-world urgency of his tech-plus-architecture startup. Mr. Ehrlich also detailed the launch of ReGen Village's first project in The Netherlands, funded by a public/private investment by global brands and sovereign wealth. The current development in Almere, Netherlands is set to break ground in Q4 2018, with homes set to be constructed in Q2 2019. A brief exploration of AI + IoT connectivity of future European ReGen Village developments was shared.

Feedback: Hyper-compelling preso with real-world relevance and a palpable sense of urgency, all set against the background of global warming, water / food scarcity, and major increases in global population. As mentioned during his presentation, Mr. Ehrlich is a Senior Technologist at Stanford University, a Senior Fellow at Opus Novum consortium at NASA Ames and an Entrepreneur in Residence at the Stanford Peace Innovation Lab; the ReGen Villages brand proposition is powerful.

Allure Systems (France): "Allure Systems combines proprietary hardware, advanced virtualization and computer vision technologies to create stunning on-figure garment images for clothing retailers. Any of your models can wear any of your clothes – but no longer need to be present at photo shoots."

Pitch: Gabrielle Chou deftly explained Allure Systems' patented technology, which uses AR to overlay retail fashion onto virtualized models of all sizes, shapes, ages. Customers literally have the ability to “see themselves” versus seeing clothing on high fashion models. Chou indicated that Allure Systems has the ability to trim retailer model costs by up to 70% - key. Current US customers include Walmart & mid-tier door Dillard’s. Ms. Chou described the Allure Systems shopping, brand experience and UX, also detailing where its patented and proprietary tech is moving for individual consumers and Allure Systems customers.

Feedback: All five presenters did an excellent job, but in terms of the actual preso, use of video, size of graphics and text, compelling imagery, use of white space, timing and integration with the speaker, Ms. Chou's delivery of the Allure Systems preso was utterly re-watchable, enjoyable and educational. Having personally worked in the fashion industry, this preso spoke to the choir as well as the uninitiated. Bravo.

Once all pitches were made, a Crowdpurr audience poll consisting of five questions was taken to determine the evening's winner. Due to its highly credible founder and mission for human and global good, ReGen Villages took the evening's virtual top prize, but all of the evening's pitches, products, brands, and ideas were worthwhile and worth our respective and shared time together. Bravi Tutti, see you at European Pitch Night 2019.

JM

Originally published via LinkedIn on September 27, 2018.

Because Branding | Co-Branding: Devialet & Opéra de Paris

(San Francisco, CA) - My introduction to French audio brand and startup Devialet happened when Jean-Philippe Thiellay, General Director of the Opéra de Paris, posted an article on LinkedIn last summer.  The piece, from the French business journal Challenges, detailed the announcement of a 10-year co-branding partnership between Devialet and Opéra de Paris, including the September 2017 arrival of a Devialet retail boutique and "sound experience" inside the company's opulent Garnier house. My initial skepticism around a luxury retail partner located in an opera house environment was soon replaced by excitement (you'll soon see why). 

IMAGE: DEVIALET.COM

Devialet, which counts President Emmanuel Macron and will.i.am as super fans, and Android founder Andy Rubin, Jay-Z's Roc Nation, Renault, and Foxconn as high profile Series C investors, wanted to partner with Opéra de Paris for specific reasons. Per the Devialet website, the brand recognized a "shared vision of excellence" as well as the company's "strong ties to France's musical and historical heritage," all perfectly on brand for this French audio startup looking to make an audacious, go big move with a distinguished legacy brand.

Pièce de Résistance

This co-branding partnership is about product, experience, and storytelling. The Gold Phantom speaker (priced at $3,995.00) already comes with a fervent audiophile fanbase, its "Hear the Unheard" experience detailed by Fortune Magazine: "(A) wireless speaker that claims digitally powered, analog-grade sound. A frequency response of 14Hz to 27kHz (far outside the range of the human ear), 4,500W of power, and a maximum volume level of 108dB (read: extremely loud) combine to capture details that are indiscernible on lower-end speakers, from a musician’s breath between notes to a subtle drumbeat in the background."  Watch the incredibly convincing (and delightful) fan reaction videos on YouTube.

IMAGE: DEVIALET.COM

As mentioned, Gold Phantom Opéra de Paris Devialet speakers are showcased in a sound experience room at the Garnier house in Paris. Once inside, visitors encounter 18 speakers mimicking an orchestra in different musical styles. Visitors are also free to purchase these one-of-a-kind, co-branded Gold Phantoms, which are hand-decorated with the Opéra de Paris' signature gold leaf and Opéra National de Paris logo, as well as gilded in "moongold, a precious and stainless palladium-yellow gold alloy." But wait. There's a lot more. These operatic Gold Phantoms live stream all Opéra de Paris performances from the company's Garnier and Bastille houses, creating a live listening experience unlike any other on the planet.  For many opera fans (this one included), SiriusXM from the Met may suddenly seem like scratchy AM radio. 

​Why It Works Both Ways

In Bloomberg, Thiellay indicated that this co-brand is an ideal and novel way for Opéra de Paris to "to reinvent itself and open up to a changing world," further stating that  the company is "convinced (that) behind each opera aficionado there is (also) a geek...we’re seeking more tech partnerships.” Devialet's CEO  Quentin Sannié took a risk and may have won big. From Fortune Magazine: "The idea of setting up shop in the Opéra, a very traditional, nearly 350-year-old institution, wasn’t even conceivable. But we’re driven by the impossible, so we pitched them the idea. Charles Garnier was a maverick, a relatively unknown architect who created the most extravagant and innovative monuments of the 19th century—we could relate to his ambition.” Indeed!

TAKEAWAYS

An obviously beautiful co-brand for both parties, the audacity and innovation of a home-grown startup appears to be critically meeting the needs of a distinguished legacy brand. And, the legacy brand is in turn introducing, elevating, and, in effect, distributing this co-branded technology, storytelling and real-world, site-specific brand experience to a targeted, discerning audience. Opera is normally a real-time experience and ephemeral. Through Devialet, Opéra de Paris becomes a tangible, luxury product.  And yet, Devialet products (Opéra de Paris-branded or not) are still within the reach of consumers around the world.  Devialet's technology has the potential to open doors for this opera and classical music institution across business development, audience development, brand storytelling, brand identity, and, hopefully, with return on investment.

QUESTIONS 

If your business is considering co-branding with another business, is it truly win-win? Does it elevate both brands in innovative and unique ways that aren't possible as stand-alone businesses? How long should this agreement last? Is there ROI? Marketing ROI? Are company principles - on both sides - able to convincingly justify the brilliant 'why' behind a potential co-brand in less than 100 words? 

CONTACT BSPOKE to discuss what types of co-branding partnerships are most appropriate for your business, and how co-branding might supercharge your own brand story and strategy with return on investment.

JM

Because Branding: Corporate Social Responsibility | GUCCI and Everytown For Gun Safety / March For Our Lives

Photo: Corey Tenold

(San Francisco) - It's only been 10 days since the horrific shooting that took 17 students' lives at Marjory Stoneman Douglas High School in Parkland, Florida. However,  the impact survivors and their peers across the nation are having on the national gun control conversation and the influence of the NRA gun lobby are unprecedented. Growing up in a post-Columbine, post-9/11 world with the internet and social media, this generation seems to be equipped with a savvy forthrightness and take no prisoners approach that's both shocking and 1000 percent refreshing.

With their honesty, anger, innocence, unfiltered passion, zero conflicts of interest, and crack public speaking skills, Parkland MSD students have shamed a sitting US Senator and the NRA's primary spokesperson live on CNN. #NEVERAGAIN dominates social media conversation across all platforms, and a March 24th #MarchForOurLives in Washington D.C. and other cities is already planned. Parkland MSD students' total media dominance has also caused 19 brands and counting to reconsider and/or end their business relationships with the NRA (all of this happening in real-time during the annual #CPAC2018 conservative convention, where the NRA's version of gun rights plays large).

Could this be a tipping point for gun control and the end of the NRA's undue influence on US politics, policy, and politicians of every stripe? Maybe.

Amal & George Clooney, Steven Spielberg, Jeffrey Kratzenburg and Oprah have each donated $500K to the March for Our Lives Rally effort, in partnership with Everytown For Gun Safety. Global high fashion brand GUCCI has also donated $500K to Everytown,  to "stand with March for Our Lives and the fearless students across the country who demand that their lives and safety become a priority." GUCCI also made it personal: "We have all been directly or indirectly impacted by these senseless tragedies.” Creative director Alessandro Michele added: “I am truly moved by the courage of these students. My love is with them and it will be next to them on March 24. I am standing with March for Our Lives and the strong young women and men across the United States who are fighting for their generation and those to come.”

TAKEAWAY: With this act of corporate social responsibility, GUCCI aligns itself with the brand ethos (i.e. brand authenticity, brand truth) of Everytown For Gun Safety and March for our Lives students, joining the effort to support the charge for significant cultural shift and gun control in America. Like Benetton's $1.1 million donation to a victims fund after a Bangladesh clothing factory's collapse, GUCCI stepped up with a heartfelt, personal statement reflecting their experience with "these senseless tragedies," backed up by serious dollars. GUCCI also creates brand name recognition for itself as a global, cultural agent of change - the unmistakable soft power power move - but most will agree that GUCCI's active participation is good for business, not to mention internal morale and organic, employee brand advocacy. Invaluable.

QUESTIONS: Not every brand has $500K to donate to a worthy cause or organization, but what is your business doing to support critical social and cultural initiatives in your local, regional and/or national spheres of influence?  It's never a bad time to brainstorm how your mission, vision, and values align with relevant people and organizations doing good and making positive change happen on your block, in your city, and across the nation. Once choices have been made, some questions for all team members to consider:

• How will public support of X, Y, or Z initiative resonate with your brand's current and future client/customer base?

• How does your business authentically represent these brand actions and new relationships back to your customers across social media, digital, and in real life (i.e. the brick and mortar environment)? 

• How do results - tangible and intangible - strengthen and expand your brand mission, vision, values and ethos?

Work with BSPOKE to find out how corporate social responsibility initiatives  enhance and expand your personal and business brand strategy.

JM

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