MCN 2012: Seattle The Message is in the Medium for the Masses Ideal Production vs. Real Production A look

1. The Message is in the
Medium for the Masses
Ideal Production
vs.
Real Production

2. Whether the light is being used for brain surgery or night baseball
is a matter of indifference. It could be argued that these activities
are in some way the “content” of the electric light, since they could
not exist without the electric light. This fact merely underlines the
point that “the medium is the message” because it is the
medium that shapes and controls the scale and
form of human association and action.
(p. 2, McLuhan)

3. Ideal Production
• TV Cameras /Movie Cameras (20,000+)
• Experienced Operators and Producers
• Broadcast Editing Suite
• Extensive Server and Backup system
• Or just hire out…

5. Commercial Production Studio

6. Art Documentary Production
Producer: Ian Forster, Wesley Miller & Nick Ravich. Interview: Susan Sollins. Camera:
Joel Shapiro. Sound: Roger Phenix. Editor: Joaquin Perez.

7. Real Production

8. Video Produced by BPOC for
Behold, America! mobile tour

9. Elements of Production
• Sound
• Light
• Stability
• Camera

10. SOUND
These are only good for
environmental sound
Sennheiser Wireless Mic Kit $630

11. LIGHT
2 light kit $
Lowel compact 3 Light Kit $745
Impact flood style 3 kit $145

12. STABILITY
Manfrotto 504HD
w/ 426b legs $675
Manfrotto
701HDV Head
w/755XB legs
$400

13. CAMERA
Canon 5D Mark II $1900 + 50mm lens $400 = $2300
Panasonic HMC150 AVCHD $2795

14. Producing Content
• Pre-production
– Script writing
– shotlist
• Production
– Work from script
– B-roll (images, vs. video)
• Post-Production
– Editing: Final Cut, AVID, Premiere

15. SVAC Video
TITLES VISUALS
5-9 “Portraits” of Artists working in
their studio
outside images of studio façades, wide
shots and close-ups of the number &
unique details
Interior shots of guilds, 5 each,
emphasizing quantity and variety
Sign for Gallery, interior, fashionable
visitors standing in the gallery posture
examining a work
(could be staged) Artist helping a kid
paint/sculpt something, same thing
with adult – could use stills to augment
stills/video of special events
(sales/shows), weddings, and other
rental events.
Patio Musicians doing their thing,
(close ups)
People wandering in past the sign,
close up feet on patio
Visitors pointing out pieces of art
Wrapping up a piece and a visitor
taking it
Art class- making something
Music (from patio musician) cuts in with
first series of images
LOGO (animated)
Over 200 San Diego Artists
37 Art Studios
7 Guilds: Pottery ; Glass;
Sculpture; Enamel; Southwestern
Artists ; Woodcarving; Gems and
Minerals
Gallery 21
Classes for Adults and
Children
Special Events
Live Music
No admission fees
Support
Collect
Be Inspired
LOGO (static)

17. Micro-Production Workflow
(case study)
Copy whole AVCHD folder from card
Import into Premiere & Edit Natively
Export:
.mov DNXHD / Unlimited Bitrate H.264
.mp4 H.264 10mbps for YouTube
.mp4 iTunes settings
Work Drive – Raid 0 Backup Server - Raid 5 LTO tape (when completed)
Project folder containing Raw Footage, addtnl files, and exports

18. Types of Production
• Documentation
• Educational Produced Content
• Promotional Content
• Informal Content

19. Public Program Lectures/Symposia

20. In-Gallery Public Program Lectures

21. Promotional Video

22. Art Performance Documentation
IMA

23. Education Space Videos
(shown on displays with WD HD players)

24. Education/Public Programs Web Content
http://youtu.be/mshPBMzRKqQ
IMA
TANG

25. Whether the light is being used for brain surgery or night baseball
is a matter of indifference. It could be argued that these activities
are in some way the “content” of the electric light, since they could
not exist without the electric light. This fact merely underlines the
point that “the medium is the message” because it is the
medium that shapes and controls the scale and
form of human association and action.
(p. 2, McLuhan)

28. Thank you
• Andy at the Walker
• Vickie at the TANG
• Emily at IMA
• Chris at CIA
• Michael and Josh at the Guggenheim
• Gary at McNay
• Joaquin at MoPA
• Julie at MoPA

29. Still from Art Thoughtz, Video Blog by Hennessy Youngman