#ArtistEngage is a workshop series that Educates Artists through collaborative dialogue in order to encourage participation, action and evolution in our creative community. We are about helping independent artists through discovery and education. This workshop was presented in partnership with CBGB Festival and the Music Building. It was hosted by Roo Zine, DJ Journey and Ravin Dave.

1. July 31, 2013
Brand You - building A Road Map
Hashtag: #ArtistEngage
Check-in: Music Building
In partnership with

2. PURPOSE:
- Discuss five step strategies, and reveal #Fliptheswitch concept and roadmap
OUTCOME:
- Collaborators begin to build and present their own roadmaps as a foundation for the next four weeks
with mentors.
STRUCTURE:
1. Introductions (5 mins)
2. Recap / Set-up (15 mins)
a. Weeks 1-3 Recap
3. Brand You 5 Step Strategy
a. Introduction - 5 min
b. Group exercise - 10 min
c. Brand You Steps 1-3 - 30 min
i. Break out individual - 10 min
d. Brand You Steps 4-5 - 20 min
i. Break-out group - 20 min
ii. Presentation - 20 min
Workshop 04

3. WEEK ONE: The Game Changed, How are You Changing Your Game?
● Flip The Switch is a different way of thinking, in order to create less noise and more signal
through a collaborative application of strategy, tactics, and measurement with digital tools,
dialogue and action.
WEEK TWO: Vision is the Key to Success!
● Fear and bias are barriers we need to overcome through insights, strategy and planning
● Use the Mind’s Eye, Vision Boards, Postulation and AIM to make your idea tangible.
WEEK THREE: The Medium is the Message.
● AIM to create less noise and more signal.
● Use the right medium to deliver the right message to the right audience.
● Explore, Experiment, Measure, Amplify, and Organize your communication tools.
WEEK FOUR: Brand You - Build Your Roadmap.
RECAP - Key Takeaways

4. WHAT IS A BRand?
Exercise 1: 5 Mins
Can you describe
your brand in 15
words or less?

5. Brand You - 2006
In 2006 TIME Magazine named
“you”
person of the year.
Have you done your initial
research into how to build
your brand?
How successful has your
strategy and execution
been?

6. Building BranD YOU
Brand Building is a process.
An Art and a Science.
Is it a five step process?

7. And then you find,
you’re ten years behind,
and no one told you when to run,
you missed the starting gun...
Brand Building Inspiration

8. 5 Steps to Brand Building
PROCESS:
1. Dialogue / Feedback
2. Gather Insights
3. Build Strategy
4. Create Concept
5. Execute & Measure
WARNING:
Like everything else (painting a picture, making a movie or writing a song) this process is not
easy. It is however a process you can use across mediums and industries.
1
2
3 4
5
CORE
BRAN
DDNA

9. Step 1
Dialogue & Feedback
5 Steps to Brand Building

10. Step 1 | Dialogue & Feedback
A. Create small group of trusted advisors
B. Present your 15 word brand essence
C. Strengths, Weakness, Threats, Opportunities
D. What do you stand for and can you offer?
E. One sentence to describe your proposition
(single minded message)
1
2
3 4
5
CORE
BRAN
DDNA

11. Step 1 | Dialogue & Feedback
Strength
- Experience in creating the
right vibe and environment
Weakness
- Speed to market
Threat
- AristEngage company already
exists
Opportunity
- To create a replicable model
A.
B.
C. SWOT Analysis
#ArtistEngage - a deep dive into the current challenges
artists face in the current digital culture.
Roo Zine, Dj Journey, Roget Learner, David Pessah,
Ted Franklin, Amanda Parkes, Aparna Mukhergee.
D. #ArtistEngage offers Artists the opportunity to have
safe dialogue around the use of digital tools in order to
uncover insights and build a strategies that help
collaborators create and distribute content with greater
impact.
E. #ArtistEngage helps artists shape culture through
dialogue and digital tools.

12. Step 2
Gather Insights
5 Steps to Brand Building

13. Step 2 | Gather Insights
A. Audience - Who are you talking to?
B. What do need and want?
C. Primary & Secondary Research.
D. What is the challenge and barriers?
E. What is the reason people will believe in your brand?
1
2
3 4
5
CORE
BRAN
DDNA

14. Step 2 | Gather Insights
A.
B.
C.
Artist like free events, that offer equal or greater value
in return for their time. They seek out ways to solve
challenges and gain additional skills to evolve their art.
Primary: Full time artists and creative types
Secondary: Part-time artists and creative types
D.
Artists are sometimes fearful of the speed of change in
the digital landscape. DIY has become the necessary
option for Indie Artists, which makes it difficult to stay
focused. Does collaboration breed greater impact?
E.
“#ArtistEngage will help me become more comfortable
with constant change and impactful with my
messages.”
Secondary research is based on information from
studies previously performed by government agencies,
chambers of commerce, trade associations, and other
organizations.This type is usually low cost or free, but
not customizable.
Primary market research is tailored to a company's
particular needs and is conducted either by you or by a
company that you pay to conduct the research for you.
Focus groups, surveys, field tests, interviews, and
observation are examples of primary market research.
The music industry loses out on over
500 Million of annual revenue due to
lack of fan engagement. Consumers
are still spending the same, but across
more places.
INSIGHT

15. Step 3
Build A Strategy
5 Steps to Brand Building

16. Step 3 | Build a strategy
A. What is your AIM?
B. What is your situation?
C. What is your challenge?
D. What is your plan?
1
2
3 4
5
CORE
BRAN
DDNA

17. Step 3 | Build a strategy
AIM:
● To develop a workshop for artists in order to create a strategy to break through the clutter.
Situation:
● The game has changed and a new digital culture is emerging.
● Independent artists today struggle within the current environment and are seeking strategies, tactics and tools to
better navigate the environment.
● Challenge is creating an environment and finding artists to participate in this unproven model or experiment.
Plan:
● Develop a community workshop series to initiate conversions and begin to build rapport between local artists by
focusing on the local community that surrounds the Music Building.
● Through professionally led group conversations, uncover insights that artists can use to develop strategies for
development and sharing of content.
● Provide tactics and tools for artists to use in their daily practices.
● Document the process and begin developing a collaborative platform to encourage the sharing of content.
● Measure the impact and report back to all involved.

18. Team Exercise #1 - 20 Mins
#ArtistEngage
BreakOut in Pairs:
1. Dialogue & Feedback
- 15 Word Brand Essence
2. Gather insights
- Ask Questions
3. Develop a strategy
- Use AIM

19. 1. Dialogue & Insights
1.B Present your 15 word brand essence
1.C Strengths, Weakness, Threats, Opportunities
1.D What do you stand for and can you offer?
1.E One sentence to describe your proposition
2. Gather Insights
2.A Audience - Who are you talking to?
2.B What do they like? Why?
2.C Primary & Secondary Research?
2.D What do they do, when, how, where?
2.E What is your hypothesis on how your
proposition fits their functional or emotional needs?
Strength Weakness
Threat Opportunity

20. AIM:
Situation:
Plan:

21. Step 4
Develop a Concept
5 Steps to Brand Building

22. Step 4 | Develop A Concept
A. What is your personality and voice?
B. What is your look and feel?
C. What message(s) are you delivering?
D. What tactics will you use?
E. What is your rationale for this concept?
1
2
3 4
5
CORE
BRAN
DDNA

23. #ArtistEngage
July - August 2013
The story began with an idea - to start a dialogue with
other artists in order to uncover insights on how to break
through the clutter and navigate the new digital landscape.
#AristEngage is a series of weekly workshops that inspire
dialogue between artists.

24. #ArtistEngage
Aughts - September 2013
Through weekly dialogue, we uncovered insights around what works,
what doesn't work, and what the challenges are in between. From these,
we developed a strategy and then concept called #fliptheSWITCH.

25. #ArtistEngage
October 2013
#fliptheSWITCH - Is a
different way of thinking, moving
from push to pull, in order to
create less noise and more
signal through, a collaborative
application of strategy, tactics,
and measurement with digital
tools, dialogue and action.
To put our strategy to the test,
we created the #ArtistEngage
Showcase at the CBGB Festival
as a platform to introduce this
concept to the greater
community and showcase the
artists who collaborated, while
measuring our impact.

26. #ArtistEngageSHOWCASE | NYC 2013
CBGB FESTIVAL OFFICIAL SHOW
New York City
Saturday October 12th, 2013
7pm - 2am
FILM | MUSIC | DANCE

27. ACT 1 | FILM | #fliptheswitch presentation
● 5:30 PM - 6:45 PM
● Reception for partners, friends, VIPs, Media and influencers.
● Introduction to the concept with a 20 min Preview
from footage and interviews captured during the
first #ARTISTENGAGE WORKSHOPS.
● PRESENTATION WILL END WITH INTRO to public fundraising
campaign to create #fliptheswitch documentary in 2014.
● Activities will include Photo / Gif Booth, Cocktails / Tapas
#ArtistEngageSHOWCASE | NYC 2013

28. ACT 2 | Music | live Performance SHOWCASE
● 7:00 PM - 12:00 PM
● Public doors for ticket & Badge Holders
● Special Artist Green Room for other CBGB Artists to Meet &
Greet with Media, Celebs and demo equipment
● 2 Opening bands followed by 2 headliners all from
the Music Building roster and collaborators in
#ArtistEngage
● Between band ARtistic performances will curated by
MassivelyEpic
#ArtistEngageSHOWCASE | NYC 2013

29. ACT 3 | #MassivelyEpic Dance Party
● 12:00 PM - 2:00 PM
● Dance party collaboration between the
MassivelyEPic collective of DJs, Producers & Artists
● Featuring live and Dj electronic music, projection visuals
and artistic dance performance.
● DEsigned to take the vibe of the crowd to a new level
of experiencing film, music and dance through
collaboration.
#ArtistEngageSHOWCASE | NYC 2013

30. Step 5
Execute & Measure
5 Steps to Brand Building

31. Step 5 | Execute & Measure
A. What are your goals and objectives?
B. What are your Key Performance Indicators
(or success metrics)
C. What is the timeline and calendar look like?
D. What are the roles & responsibilities of the team?
1
2
3 4
5
CORE
BRAN
DDNA

32. Team Exercise #2
#ArtistEngage
BreakOut in Teams:
1. Select one Brand
2. develop concept
3. Create execution plan

33. 5 Steps to Brand Building
1. Dialogue / Feedback
2. Gather Insights
3. Build Strategy
4. Create Concept
5. Execute & Measure
Five Key
Action Steps: