La La Land: Fantasy vs. Reality

Posted Leave a commentPosted in Creative Industries, Music, Theatre

*SPOILERS AHEAD*

 

I don’t live in LA, nor have I ever been, but in the same way I’m sure that no movie about American High School has actually accurately depicted an American High School I am positive that La La Land does not accurately depict what life is like for an out of work actress and struggling jazz musician living in Hollywood.  Feel free to stop me if I’m wrong (those of you who are struggling actors in LA will know better) but Emma Stone seemed to swan in and out of mansion parties as if this is the normal way to network.  The production parties I’ve been to have mainly consisted of a theatre foyer with a dodgy catered buffet and box wine but who am I to judge?  Maybe life is that different across the pond.  Now, I’m not stupid.  I know that embellishment is added for the sake of entertainment.  I’m not here to pick holes…

 

Despite the mixed bag of reviews I received before finally getting round to seeing it myself and the poor singing and dancing that is bettered every year on Strictly Come Dancing aside, I think La La Land raises some important truths worth pondering over which tend to play out in our careers and businesses, wherever we may be in the creative industry.

 

I was mentoring a young actor, a year into her drama degree, who moaned that she was sick of her retail job and was looking for something, anything, even remotely associated with theatre, her chosen specialised field.  Isn’t this what Mia (Emma Stone) does?  What Seb (Ryan Gosling) tries?  What we all do?  Many of us start off in the arts working in bars or restaurants, front of house or box office.  So long as it is part of a theatre or gallery or festival or music venue we feel in the thick of the action and it’s ok for now.  And I commend these people!  The passionate dreamers!  Our dreams get a little more jaded as we age but we start off fighting!

 

The audition process illustrated in La La Land unfortunately can be faithful to real life, which is a shame.  When they are run by bored minds who no longer really care about the work they are involved in they leave hopeful actors worn out and weary, hope dying with every rejection, like Mia.  She tells us she has been ‘trying to make it’ for 6 years and basically can’t be bothered with it anymore; dejection and fear has settle in.

 

The general consensus across the creative industries is that no one gets into the arts for the money so the moment you stop really loving what you’re doing is the moment you should stop or at least change course.  Sometimes it’s the rebuffs, sometimes the lifestyle.  I used to work in stage management and found my decision pretty much came down to this: Do I want to have a social life or do I want my work to be my entire life.  The love wasn’t there any more, so I left.  But what can I say: lady theatre dragged me back, just down a slightly different path.

 

Obviously, everything works out in the end, in the film at least.  Mia becomes a Hollywood Star due to the unprecedented success of her one woman show and Seb uses the money he made in his modernised Jazz band to fund his dream jazz bar business.  Obviously not entirely realistic but very Hollywood (and with a dream ballet sequence, the likes of which haven’t really been seen since Oklahoma!, who is complaining)!

 

So what should you take away from this movie?  What is the moral?  Sorry to sound pessimistic but dreams don’t always come true, at least not in the way you think.  I think the moral is that your life has to adapt with your craft, sometimes we must compromise and other times we must evolve.

 

The speech that struck me was that of Keith (John Legend) who tells it Seb Straight:

 

“How are you gonna be a revolutionary if you’re such a traditionalist?  You hold onto the past, but jazz is about the future.”

 

He has remembered something integral: art is a business.  To stay on top we need to roll with the punches.  He takes traditional jazz and gives it that contemporary, commercial twist for a new audience who, with any luck, will look into the origins of where this music came whilst continuing to carry it into the future with them, introducing a new audience and a new, evolutionary art form.

 

Seb makes his money in this band uses it to fund his dream bar.  Clearly, during his time spent with The Messengers Seb has learnt a few lessons, which are reflected in the bar set up.  The layout of his club takes us back to a 1940s feel of what jazz bars would have felt like, something which is fashionable at the moment, especially if you’re looking for that new hipster hotspot.  It serves fancy drinks in  fancy crystal, also super trendy, as opposed to the fried chicken sticks he originally longed for (now presumably reserved for the end of the night).  Then the jazz is the cherry on top.  He has nailed a business which gives him an outlet to perform the music he wants, whilst turning over (we hope) a profit.

 

You might be thinking this is a corporate way to analyse this movie, I prefer realistic.  So, look at Seb’s success, cut past the romance, the song and dance, the bright colours and remember to keep business and at the heart of your operation.  Drive your desire constructively to developing your values alongside the current climate with the aim of breaking even or making money so that you can reinvest it and do more work that matters to you and your viewers!  Adapt your mind set and progress with the times.

 

Your enthusiasm will always show in what you produce.  When things get tough, always remember your audience can see more than you think.  After all as Mia says:

 

“People love what other people are passionate about.”

 

What did you take from La La Land?  Any business strategies you think I’ve missed?  Or opinions your yearning to share?

Make an SEO Plan for your Arts Business in 3 Simple Steps: Part One

Posted Leave a commentPosted in Administration, Digital Marketing, Technology

Here at The Arts Business we offer SEO Consultancy in which we create an SEO strategy specific to your business, analysing the pages of your website and those of your competitors with an action plan of exactly how to go about it improving your Search Engine Optimisation.  To learn more, click here.

But we are primarily educators and are firm believers that you should be able to do it yourself.

We have written a list of ways that you can boost your SEO!

Trust us, it’s really easy to do once you know how.

Just follow our instructions, without all the boring jargon!

 

What does SEO mean?

Let’s start with the basics.  SEO stands for Search Engine Optimisation.  This, in a nutshell, is devising a plan to improve your ranking on Google’s Search Engine (or Bing, or Yahoo… or Ask Jeeves if you’re stuck in the noughties).

Google have bots that crawl through your website’s code and assess exactly what they think you should rank for and where.  I like to think of these as little bookworms who dig their way around your pages reading your content and then filing you into the appropriate place to help potential customers find you.

And there is plenty of stuff you can do to encourage this filing system to play into your favour. You want to get yourself filed at the front of that top drawer instead of falling behind the cabinet with little chance of being found until you next redecorate.

February is usually a pretty quiet time for the Creative Industries, so why not start a bit of early spring cleaning and scrub up your website so it’s working for you in the years to come.

But how? I hear you cry!

All you have to do is remember the 3 Rs! (No not reading, writing and arithmetic):

STEP 1: RESEARCH

STEP 2: REFINE

STEP 3: REACH OUT

Over the next few months The Arts Business will be looking at each step in detail (with Step 2 being published in 2 sections) starting right here, right now:

 

 

STEP ONE: RESEARCH

Starting with Keyword and Keyphrase Research.

KEYWORD & KEYPHRASE RESEARCH

I’m gonna throw a lot of terms at you but DON’T PANIC! I’ll break it all down.  Keywords are simply the individual words you want your business to rank for on Google and Keyphrases (you’ve probably guessed by now) are the phrases you want to rank for! See, Simples!

It’s important to be strategic about this.  For example, if you’re a small fringe theatre, like The Old Joint Stock Theatre in Birmingham, the first Keyword you think of might be ‘Theatre’.  Easy right? Well not quite.  Yes, you will obviously want to rank for theatre, but you need to think about what competition you will up against in order to rank on that first page of Google.

 

Without taking location into account, after the latest news and paid ads, the first three hits are: Wikipedia; London Theatre Tickets and The Standard Newspaper Reviews of the West End.

That is some strong competition you’re contending with and that’s only the first three hits!  Realistically, if you’re a small fringe theatre, you’re not moving in the same circle, nor do you want to.

So, specify!

Maybe instead you pick the Keyphrase ‘Birmingham Theatre’.  Even then you’re in competition with reviewers, other bigger scale theatres in Birmingham and ticket sites.

If you were to get a little more specific again you’d opt for the Keyphrase ‘Birmingham Fringe Theatre’ and boom, you’re on the first page of Google! Well done Old Joint Stock Theatre!

Once you have settled on a Keyword or Keyphrase you want to ensure that people are actually typing that phrase into google and hitting enter!  There are websites that can help you with that.  I like to use SEMRush. It’s a subscription service but has a limited number of free searches for Keywords or Keyphrases you can do daily if you create an account.

Coincidentally, SEMrush is also our App of the Month.

As you can see I have searched for the Keyphrase ‘Birmingham Theatres’ on SEMrush.

 

 

There is loads we can learn from this report:

  • Volume is simply the number of people who have used this particular search.
  • What country they were in is represented by that countries flag.
  • Under volume you will see Keyword Difficulty which roughly translated is how hard it would be to rank highly on Google for this phrase, 1% being not tricky at all 100% being nigh-on impossible.
  • We can also see if that phrase is currently trending and in what month people are most likely to search of it.

If you opt to pay for SEMrush, or choose to take advantage of their free trial when devising your SEO Report, you can also use this to see how your rivals are ranking for your keywords and keyphrases, what their content includes and what their average page word counts are and what back links they include.  This can be really helpful in acting as a guideline for your website.

Of course, if you don’t want to pay for SEMrush you could do this research through Google and trawling through your competitors website. It will take a little longer this way but if they’re ranking highly on Google for your keywords and keyphrases you’ll want to  find out why so it can act as a blueprint for your own website.

You don’t want to overwhelm yourself with your SEO Report, especially when doing your own report for the first time. My advice is to focus on 2-3 keyphrases initially.  If you reckon you can deal with more, go for it! But whatever you business, however large, I would recommend you keep it between 5 to 10 keywords and phrases.

Once you’ve decided on these you’re gonna want to find up to 20 words to use in copy which will assist you in ranking for your keyphrases. In basic terms these are the words you’ll want to use as much as you can in your content in order to boost your search engine visibility.

SEMrush also has suggestions for this dependent on your keyphrases, but these are basically words by association. You wanna rank for theatre? In the list you may put words like; entertainment, audience, drama, plays, acting, improvisation, etc.

 

GOOGLE RESEARCH

Of course, finding your own rankings can be time consuming so I suggest that if you are any further than page 10 assume no one is ever going to find you and get moving with your strategy.

Whilst you’re doing your Google research, you’re also going to want to check out how you look in Google:

 

The text in purple/blue is the title of the page, also known as your metatag or title tag. Whatever software you’ve used to build your website you can alter this pretty easily to say whatever you want. Simple things like capitalisation of letters and punctuation can make your website more appealing to click on. I like to use hyphens (-) or the straight line thingy (|) to separate out the information. This is also what you will see in your browser tabs.

The summary is just below the Metatag. When composing this, bear in mind you’re working with about 40 characters so make sure its concise and to the point.

QUESTION SITES

Another great place to do research is on websites like Yahoo Answers, Quora or Reddit. Just search for your specialist area (whether it be theatre, art, museums, galleries) and read through the questions that have been posed on these sites. You’ll get an idea of the types of subjects your Target Audience wants to know the answers to and you can use this to give you content creation ideas.

 

And there you have it, your research phase!

Next month we’ll teach you how to take all of your research and use it implement changes in order to optimise your website.

In the meantime if you have any questions or want use to create an SEO plan for you? Contact us or leave a message in the comments.

 

APP OF THE MONTH: HoursTracker

Posted Leave a commentPosted in Administration, App of the Month

 

Name HoursTracker
Product Description The perfect app for freelancers! Track the work you do for the multitudes of companies you work for down to the minute by checking in and out and tracking your wages!
Availability Available on the Apple App Store and from the Google Play Store.

https://play.google.com/store/apps/details?id=com.cribasoft.HoursTrackerFree.Android&hl=en_GB

https://apps.apple.com/gb/app/hours-tracker-hours-and-pay/id336456412

Key Features ·         If you spend your day flitting between companies and to do lists this app is perfect for clocking your hours for each individual job by hour, day, week and month.

·         Pay is added up for every minute you work!  HoursTracker also calculates an estimated net pay and any overtime.

·         Enter a job location to list in the order of jobs from closest to furthest

·         Tags help you to organise what jobs are active, billable and have been paid

·         Note how many hours your expected to do each day and when.  HoursTracker lets you know when to clock out and gives you a 15 minute warning so you can wrap up

·         Quick and easy to learn, as soon as you register your first job it’s all pretty self-explanatory

·         Shortcuts make navigation of the app super quick and easy.

Prices and Plans It starts completely free which only allows you to enter a limited number of jobs.  To upgrade from the personal to pro version is a one off payment of £4.99 and that pretty much opens all of the app’s capabilities.  Trust me when I say it is well worth it.
Biggest Pro It has a beautiful simplicity which basically allows all freelancers who work for multiple companies to live a much simpler, more organised life!
Biggest Con It would be nice to be able to figure out different amounts of tax through this app but you can’t have everything and even without this it’s still pretty great

 

All in all, a brilliant app which does exactly what it says on the tin!