Now that AFA is over, weve got a bit more time to weigh in on the Pat Broderick issue thats been circulating around the Internet over the weekend. As cosplayers and costume makers, we respect artists for their creativity, effort and commitment to producing quality character designs and likenesses. Without their contributions as source material or as costume references, fabricating costumes for many of our favorite anime, comic book and game characters would be incredibly difficult and possibly inaccurate. Thats why we do the best we can. Each time we translate a character from print or screen to life, its an homage to the great work that weve seen and a nod towards the franchises and titles that have captured our imagination. Brodericks diatribe is reminiscent of Denise Dormans critical blog post (published some three months back) about cosplayers hogging the limelight and reducing the visibility of artists and illustrators in conventions. We acknowledge his opinion, but we question the leap of logic that led to his alarming conclusion. As pop-culture marketers and convention producers that work very closely with the independent arts and illustration (doujin) scene, we know that booth owners often invest a lot of time, money and effort when they decide to exhibit at any pop-culture event. Sometimes, the return on investment can be a little disappointing, and its easy to lash out in frustration at organizers and convention attendees without understanding the underlying reasons for poor exposure or inadequate sales. Often, it boils down to judicious marketing and a keen understanding of the current pop-culture paradigm. Allow us to elucidate: 1. Artists dont always make good marketers. It is imperative that artists recognize their work as marketable products, and their names as marketable brands. Companies invest years in building trust and goodwill, and intense effort to shape their brands into household names. Thats why it takes more than a bullet point that says Marvel or DC Comics on your resume to create buzz for your art. Positive brand reinforcement and constant brand visibility will help ordinary convention goers, many who may not have otherwise seen your work, heard about your impressive credentials, or otherwise care about your impressive credentials, actually stop for a look. 2. Artists must master social media. Social media is an incredibly effective, yet low-cost marketing platform. It offers high visibility, fan engagement opportunities, and allow artists to receive real-time feedback. Studies have shown that pop-culture fans are most active on social media, and using these platforms to market your art will yield positive results. 3. Artists need some business sense. Knowing a convention goers profile is probably one of the most basic requirements for a successful business, and event organizers will often be happy to share such information with you when you apply for a booth. Sales are never guaranteed at any event, but if youre capable of understanding what the average visitor would be likely to purchase, their spending habits, and prevailing trends, youd be in a better position than most other exhibitors. 4. Artists should stop feeling self-entitled. Visuals are what hooks the average convention goer, not your impressive string of credentials. If your art or art style doesnt appeal to the average convention goer, it simply wouldnt sell. They wouldnt know (or really care) that youre a big shot illustrator at a major comic book company. Sure, that name on the little standee at your booth might ring a bell, but thats often the last thing a typical convention goer cares about when there are so many other things vying for their attention. If you think your art isnt for the plebeian masses, then dont exhibit at a convention and rent out a gallery somewhere to do a private viewing instead. Itd be a bigger ego boost, at least. 5. Artists need to stop posting bitter statuses on Facebook. Its bad PR and highlights your lack of marketing savvy. 6. Artists should collaborate with other fans. Our core business at NTP is to bridge the gap between fans and companies that produce the pop-culture artifacts the community loves and adores. Weve discovered that collaboration provides greater opportunity for both parties, and enriches both the business, as well as consumer experience. Whether you like it or not, cosplayers are a mainstay at any convention, and many companies are increasingly interested in hiring the services of cosplayers to promote their brands and their products, whether as endorsers during key events and roadshows, or on social media. Rather than panning cosplayers for stealing your thunder, consider having a recognized cosplay personality be the face for your art. It will net positive returns, and allow you to also share your work with a new segment of potential customers. We hope that this crystallizes our stance on the matter. Would any of our cosplay or doujin friends care to weigh in on this issue? :3
Posted on: Tue, 09 Dec 2014 02:48:01 +0000
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