IPG & Women’s Leadership Network
This panel talked about gender balance in creative roles. Martha Stewart pointed out that you should focus on the task at hand and that she never really paid attention to the heavy numbers of males in the creative field she was up against. She iterated not to consider it men or women’s work, but just work. It’s all about competence, not gender. Overall, Stewart said she hasn’t felt discriminated against in her profession. It was said that women have less of an ego than men so they are often more free to be adventurous and open-minded. Women however do drop in numbers once they get past the manager/directors positions because they’re not sure if they want the responsibility and commitment. As a creative team, you need to have the diversity of thought from having both genders represented. Forcing diversity will not promise a change, mindsets are what need to change. There is promise that there will be huge opportunities for women in the future. Women just have to be optimistic, persuasive, and persistent.
Yahoo!
The topic of this seminar was content as a conversation catalyst. Robert Redford stated that he takes a more realistic and human approach to his profession which inspired him to create the Sundance film festival. Sundance was a way to support new artists. It stemmed from a place for these artistic films to be aired. The content is devoted to new voices and change. One of the best quotes said during this seminar was, “the only thing that really succeeds is change.” A good story holds something you don’t know but will hit you emotionally and teach you something. Risk is exploring new opportunities which lead to new discoveries. But you have to have a passion for the risks you take on. But how do you keep yourself authentic? You have to maintain a sense of quality, trust, and integrity. You can’t sell out when you have success or you risk losing it all. So what keeps Redford going? He always goes back to zero. This means not getting too taken away by all the success by starting new and fresh ever so often. Take new initiatives and new risks. Failure is a step forward in terms of growth.
Digitas & VEVO
This panel discussed arts, brands, and the marriage of music and marketing. Brands are necessary for today’s acts because that’s the only way they know. But how do you connect with everyone who loves music in this growing age when they don’t necessarily buy it anymore? Revenue in the industry is going to come from brands in the future. They are going to have to rely on creative innovation. It’s not about marketing to people; it’s about what feels natural and marketing to the human psyche. You have to understand your customer in order to produce a new product. If you do it right based on your customer, you will succeed. You must be accountable for your brand’s destiny. The recording industry is getting it right by concentrating on servicing on humans, not about selling records. New partnerships between musicians and marketers are immensely important for emerging artists. There is promise for infinite amounts of creative and innovative relationships between brands and artists in the future but the integration must be real and natural for it to be believable and work.
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