A year ago, I brought the preview copies of Think Outside the Box Office to sell at Independent Film Week, straight off the press. This week in addition to being a lab leader and mentor of the new IFP Filmmaker Labs, I have the honor of being paired in a Cage Match on Thursday against Michael Tully from Hammer to Nail, moderated/refereed by Michelle Satter from the Sundance Labs on the subject: “Am I A Filmmaker or Brand”. I thought I would down some thoughts on the subject.
I don’t think that “filmmaker” and “brand” are exclusive of one another. I think that all filmmakers, in fact all creative artists, have the opportunity to be both. For many filmmakers, the sooner they realize this potential, the happier they will be.
I can understand the knee jerk reaction to the concept of “filmmaker as brand”. For years filmmakers, especially independent filmmakers, have resisted being pigeonholed. “We’re artists with a broad eclectic taste. I can’t be pinned down to any one type of film.” I can also see how “brand” runs smack against the concept of “independent” which has always had some synonymous relationship to “freedom”. “I can’t be a free artist to express myself, if I tether myself to some concept of who I am imposed by others”.
In addition filmmakers and many other artists are uncomfortable with the concept of “branding” because it is a concept that corporate America uses in their never ending quest for consumer “mindshare”. As a ex punk rock neo Marxist anarchist who made a film about the global explosion of street art and graffiti culture and the resultant battle over visual public space, I understand this point of view. Ironically it is a battle over public space because graff writers and street artists are trying to convey their brand as much as the corporations in their own never ending desire to get up.
Filmmakers need to get over the art vs. commerce false opposition fast. Marketing is about audience connection. I make films because I want to express myself creatively and communicate my ideas to as many people as possible – and continue doing that. Marketing is what aids me in this process.
Many filmmakers whom I admire are brands by the consistency of their work both thematically and artistically: Wong Kar Wai, Quentin Tarantino, The Darden Brothers, Jane Campion, Woody Allen, David Cronenberg, the Coen Brothers, David Lynch, Werner Herzog, Polanski (from history: Hitchcock, Lang, Anthony Mann, Orson Welles). I know the kind of cinematic experience I am going to get from seeing one of their films. It compels me to see films of these directors even if I don’t know what the film is about. This branding helps enable these filmmakers to garner financing for their films (in the same way that actors names work as brand names and attract financing and distribution). It does because there is a strong identifiable quality and style (brand identity) associated with that director.
These directors didn’t set out to create themselves as a brand – they just created the work. However, instead of allowing the process to happen haphazardly, or to have others define you, I feel that it is best for directors to develop their own voice (outside of their films) and define themselves and in so doing engage, connect with and grow their audiences.
Ultimately, besides making an excellent film, the name of the game is connecting that film to an audience (if you have an interest in an audience – if not this is all moot). Audience connection is at least half the battle for filmmakers.
Think of the power (and freedom) that the artists listed above (or more importantly future artists) could achieve with a direct relationship with their fans. I’d love to see Tarantino crowd fund a film.
Kevin Smith is an incredible example. His audience wants to see, hear and engage with Kevin Smith. He communicates directly with his audience and considers products that they will want to consume in the form of Live Events (Kevin Smith Live), Merchandise (Kevin Smith toys), and Digital Content (Kevin Smith podcasts and iPhone apps).
Branding is a way to create an on-going relationship with an audience. Audience development and connection is hard work. Why reinvent the wheel each time you make a film, why not cultivate those fans who like your work into a core group who can sustain you? Tools exist now like never before to help you do this. Plus talking to like minded people should be a fun thing, feeding off of each other’s ideas, contributing to a community of artists, hearing positive feedback on work you have created that means something to someone, touched them in some way. A more consistent dialogue with your audience can sustain you psychically when times get tough in film (as they always do).
Ultimately you still must create media that people want to see, share, and refer. If you don’t produce good/excellent work – none of this matters. Corey McAbee was quick to point out to me that his “brand” as an artist derived from his films. Even though he collaborates with a partner Bobby Lurie, they created the Corey McAbee site because Corey’s name was the brand, the glue, that linked all of the work together into a coherent whole. It was the one constant that was recognized by their audience.
I understand that some filmmakers still will not want to do the added work of audience connection – and it does take additional time outside of traditional filmmaking. Other’s personalities are not suited for it. In this case, instead of not doing the work, I feel it makes sense to engage someone who wants to this work – e.g. a PMD – or Producer of Marketing and Distribution (or a social media strategist or a brand strategist). However for best results some communication must come authentically from the filmmaker – not all can be done by others.
From my own experience – the time I have spent online communicating with my community has born fruit beyond my expectations not only for my “career”, but more importantly in connections made to interesting, creative people whose friendships I treasure and whose work inspires.
This is not a plea to ask you to abandon your artistic self in favor of a commercialized brand. Creating your identity and connecting with people who really love your work is something you should look forward to doing. Self promotion of your brand is really about helping others, taking part in a community and making connections between yourself and others who should know each other. The lives of all involved will be richer for it.
I look forward to seeing you at Independent Film Week Thursday 4:30pm FIT, NYC.
In addition, I have a personal interest in the film because as Hunter told me, their strategy was kickstarted when I live workshopped the Slamdance Filmmaker Summit this past January. In that workshop I walked them through developing a distribution and marketing strategy (with the participation of the audience) based on the system that I developed for filmmakers in Think Outside the Box Office. I enjoyed that workshop so much, I then incorporated it into nearly all the workshops that I have done since then. 
