Street painting in recent years has found itself becoming attractive for use in advertising, public relations and marketing applications with positive results for the users, the intended viewing audience, and the professional artists alike.
The reasons that I have noticed for the increased attention are:
· The ability of the street painting artist to create a design which is attractive and expresses the intended message of the user.
· The live process acting as an attention magnet to the viewers and media, attracting passerby to view and admire the art work while absorbing the users’ intended message shared with the media.
· The opportunity for the viewing audience to recall the street painting and the users’ message by extension via their own mobile devices and through videos of their own creation on and off line.
Creation of the Design
Street painting artists who are able to work with professional clients on the design and production of art work understand that the art needs to balance itself between the artistic intent and style of the street painter and the specific needs of the user. Art consulting companies have been able to work with the artists, users, and the extended project team effectively when all team members understand and respect the abilities and skills of each other.
Some prospective clients have approached this relationship with the intent of having an artist create a street painting for a given advertising, public relations, or marketing objective presenting requests that would limit or compromise the artist’s inherent ability to create their art in the styles that they are comfortable executing. The other dilemma is when an artist, even with the best of intentions presents concepts such that the users are overwhelmed and consider stepping back from the project.
Both conditions call for trust between the parties in order for everyone’s goals to be met. This trust, is a trust in the fact that all players have their unique skillsets and innate professional abilities and all have to fix their attention on reaching the goal of creating the street painting art work with the full talents and interpretation of the artist as well as the respect of the users researched data and demographics which constitute their position and needs.
The Live Process
Street painting throughout history in Europe and today in the United States has always seized the attention of the local passerby and now through an organized advertising, public relations, and marketing program is not only able to attract the local passerby, but a targeted, focused, audience, researched and isolated by the user. The results from the user’s research is now in a place to be presented to a company which works with professional street painting artists with the capability of translating the user’s needs into a graphic output such as a street painting.
When the professional street painter begins to create the art work; the viewers begin to take interest quickly, following the process from start to finish visiting as often as they can in relation to their location to the work. The artists and the team members on site are able to explain the process of the art at a level of detail prearranged by the project team so they can maintain a balance between the completion of the street painting as an art form and the user’s crafted message.
During this time, local, regional, and sometimes national and/or international media will take an interest in the activity, increasing the visibility of the artists and the users – further enhancing the user’s advertising, public relations, or marketing objectives. Working closely with media sources is an important quality in the professional street painting artist and such artists will be able to address the media clearly and with the responses desired and coordinated with the project team.
Retention of the Street Painting and User’s Message by the Viewers
Mobile devices, video retention of the street painting and the user’s message by the viewers is becoming increasingly common with the spread of the speedy creation of digital media through mobile devices and social networking sites. This expanding option for retaining the video memory of the event coupled with the user’s message allows the return on investment in the project to continue longer than the live event would have only in the past on static websites.
It is conceivable that through a coordinated and orchestrated effort to merge the physical creation of the fine street painting art presenting the artist’s talents, the user’s message, and effective use of the media- professional and amateur retention of the street painting event – the use of street painting as a tool for advertising, public relations, and marketing is only set to increase in regularity and in positive complexity.
The street painting artists benefit as well by the rapid, clear, identifiable exposure of their talents in multiple markets, allowing them to express their creative talents in professional settings, and especially for the street painting artists to make a good living in the process.
Anthony Cappetto is President of Innovative Street Painting Group, Inc as well as President/Artist of Art for After Hours, an art consulting company providing professional street painting talent to corporate and public events in the USA and internationally.
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