Courtesy: sxsw.com
After a hiatus and subsequent virtual iteration, SXSW Conference and Festivals is raring to go for its much-anticipated annual in-person affair next March, 2022. After a flurry of submissions this summer, the awaited PanelPicker voting period kicked off Tuesday, August 10, where future attendees rank the panels they’d race to the front row for.
Read on for thought-provoking panels on topics for the future in the realms of culture, filmmaking, art and technology:
ATK PLN
“Stop Taking Yourself Too Seriously in Creativity”
Vote HERE
Between awards, lavish events for clients and conference schmooze-fests, advertising may have come a long way since the ‘Mad Men’ days, but the rat race towards being the ‘coolest’ or the ‘trendiest’ is still undeniably real. While celebrating creativity and cultivating industry relationships are integral to pushing the envelope for branded content, the advertising industry has a problem with wasting too much energy taking itself too seriously. Let’s be honest: most of us were NOT cool in high school, so isn’t it time to embrace our misfit superpower to bring more fun to the creative work we are so passionate about?
Industry experts will discuss how leaning further into the joy and the enjoyment of the creative process has allowed them to be their most creative.
Speakers
Daniel DelPurgatorio, Executive Creative Director, ATKPLN
Jeff Benjamin, Chief Creative Officer, Tombras
Linda Codega, Features Editor, shots.net
Amanda Burger, Senior Copywriter, 72andSunny
BUTTER Music and Sound
“Duet: Why Advertising Needs to ‘Get’ TikTok”
Vote HERE
With each social platform comes an advertising opportunity, but also a new set of marketing rules. Enter TikTok and all the quirks giving marketers pause. While some have nailed the platform, others have a lot to learn: from the real cost of a TikTok campaign, to which creative styles succeed, and what kind of music will make users dance (instead of cringe).
From dance trends to ‘vibes’ that send users looping a video on repeat, close observation, creativity and luck are the best tools to achieving TikTok success. Only the social media savvy will decide video virality, no matter your ad spend.
Experts from music and advertising will break down the biggest marketing misconceptions and what brands should know before launching their first–hopefully not their last–TikTok campaign.
Speakers
Kayla Monetta, Music Supervisor, Head of A&R, BUTTER Music and Sound
Chip Herter, Music Director, Deutsch LA
Sally Kubancik, Account + Strategy Supervisor, WorkInProgress
Ilyse Liffreing, Staff Writer, Ad Age
Groove Guild
“When Talking About Music, We’re All On Mute”
Vote HERE
They say music is the universal language, but have you ever actually tried to put words to a sound you’re vibing with or a song you’re obsessing over? Chances are if you have, you know–in this particular case–it’s easier done than said. While everyone can agree music holds a distinct power to evoke emotion, discussions around landing on that perfect musical oasis can be challenging. In advertising, the creative exploration process for music has its struggles when creatives from all sides of the industry attempt to speak about something as personal and subjective as music.
It’s time to normalize flubbing words when it comes to talking about music. Industry music lovers from all sides of the advertising will discuss best practices when talking about music for brand projects.
Speakers
Paul Riggio, Creative Director & Partner, Groove Guild
Theresa Notartomaso, Executive Music Producer, North America, VMLY&R
Kelly Bayett, Creative Director/Founder, Barking Owl
Marco Vitali, Managing Partner, Sonic Lens
Squeak E. Clean Studios
“New Tools, New Rules: AI Revolutions in Music”
Vote HERE
As the call for new types of (branded) content grow — across evolving forms of media — so has the role of the creator in responding to each new brief. As such, composers, sound designers and other melody makers have turned to new tools, including artificial intelligence, to allow them to more nimbly adapt to the changing media landscape and the demands of the consumer. We’ll discuss the growing interdependence with AI as well as how AI can change the next 20 years of creative content and technology, in the same way digital recording software enabled anyone to create music (eventually revolutionizing the music industry via streaming) just 20 years ago.
Speakers
Rob Barbato, Executive Creative Director, Squeak E. Clean Studios
Jonathan Bailey, Chief Technology Officer, Izotope
Ryan Steelberg, President, Veritone
Amanda Patterson, Head of Production, Squeak E. Clean Studios
Valiant Pictures
“Indie Film Funding Has a Representation Problem”
Vote HERE
We love seeing a crowdfunded project succeed. The rush of supporting a grassroots effort can compound to outstanding results and millions of dollars raised.
However, when it comes to indie film projects, the prevalence of crowdfunding begs the question: why do these creators–many of whom are minorities from underrepresented communities–need to rely on the public to fund their projects? Where is the support from studios and distributors? Great resources like grants and residencies exist, but are their numbers enough to support films from diverse creators? Or does the current system need adjustment to begin to embrace projects by artists of all stripes?
Production experts and industry leaders will discuss what should change about this system of monetary filmmaking support today.
Speakers
Vincent Lin, Co-Founder/Director, Valiant Pictures
Rebecca Murga, Director, AFI Directing Workshop for Women
Evan Jackson Leong, Director, Arowana Films
Dino-Ray Ramos, Founder, DIASPORA
Zoic Studios
“Real-Time Applications for Filmmaking”
Vote HERE
While “The Mandalorian” certainly stands as a pioneering example of the storytelling potential of real time filmmaking techniques, using it as the sole model of how to execute on other projects can limit the overwhelming creative opportunities that exist in real time. Virtual backgrounds on intricate sound stages are just one slice of the pie when it comes to these advancements. Virtual sets can be executed on projects of all scopes and sizes along with transformative collaborative opportunities in previsualization and introducing virtual art departments can allow creators to amortize assets across long-term IP applications.
Industry experts in real time filmmaking technology will discuss how they stand to disrupt the VFX process as we know it today and offer solutions at any scale.
Speakers
Andrew Orloff, Executive Creative Director/Co-Founder, Zoic Studios
Karen Idelson, Entertainment & Technology Journalist, Freelance
Tara DeMarco, VFX Supervisor, Marvel Studios
David Morin, Head of Epic Games’ Los Angeles Lab, Epic Games