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Think back to the last video clip that stuck with you long after pressing play. Chances are that you shared it with someone else and that it left some sort of impact on you.

The video medium is a great tool for storytelling and marketing your art. It can evoke various sensations as it combines sound and visuals. As a jewellery designer, painter or artisan, tackling videography may seem like a daunting project – but it’s a lot easier than you may think!

Jude Allen, from Frog Films TV, led us in our third virtual coffee session. Our second session discussed smartphone photography tips and was the perfect warm-up to exploring visual storytelling through video.

The power of emotional engagement

Jude Allen’s experience includes a mixed background in video and music. Now, she’s the proud owner of Frog Films TV, but her showreel includes films for BBC and Channel 4.

She has also worked in EMI music and currently plays in a band. Needless to say, she’s an expert in her field.

Jude is passionate about filming art, music, and food. She believes that each of these areas includes creative elements and she enjoys filming the creative process.

The following video of a foodie experience in Cape Town is an introduction to Jude’s artistic style. In the video, Jude has highlighted the food itself and made the cuisine the centre of the narrative. The viewer has no idea who is making the food, or where it comes from.

How did you feel after watching the video? Hungry?

Today, social media plays a large role in marketing artisan’s products. Often, images are shared without much context, and the story behind the design is lost. Storytelling through video encourages emotional engagement.

When someone shares a video, they share a story that expands on the lovely images. This further encourages a deeper look at the artist and a piques interest in their work.

Importance of video

Did you know that 81% of businesses are using video in 2020? This is an increase from 69% of businesses using video in 2019. COVID-19 has most likely further increased this statistic.

Here are a few other fascinating statistics about the power of video:

  • Up to 6 out of 10 people would rather watch a video online than television
  • Viewers retain 95% of a message that they watch in a video as opposed to 10% in a text message
  • 92% of viewers watching a video will share it (this is part of the storytelling)
  • By 2022, it is estimated that there will be more than one million videos uploaded to the internet every day

As you can see, video is one of the most effective tools to sell your works of art.

What makes a good video?

In the past, documentaries and online videos were roughly an hour long. Today, you only have a couple of minutes to get someone’s attention.

Statistics show that a good story on Facebook can be up to three minutes. Making best use of this time increases the chance of engagement and the potential for the video to be shared further.

The below video was shared by the BBC in 2015, but Jude remembers it as though it was yesterday. She shares about how the explosion of colour and scenes of the artist and his wife in the kitchen are deeply embedded in her memory.

Jude describes the trailer as a real “entrée into their world” and a “flavour of their life” which contributed to the making of their art.

With this video in mind, the art of storytelling through video becomes more clear. So, how do you create a good video that leaves a lasting impact on the viewer?

Jude suggests the following main aspects to consider when creating a story-arc:

  • Does the character have a dream to fulfil?
  • How are they going to go about achieving their dream?
  • What are the challenges that stand in their way?
  • The resolution i.e. the dream being fulfilled?

If you’re still wondering how your art fits into a story, watch this video of Lydia Bauman. The exhibition trailer details how the landscape artist sets out a challenge to find the various New Mexico locations that inspired Georgia O’Keeffe’s artworks – and then recreate them.

Watch the intriguing video here.

There is more than one way to create a story with your art and your journey. You can even choose to create a lot of short videos that contribute to a bigger dream and showcase your art in different ways.

5 practical tips for creating video

Now that you have an idea on how to showcase your creative process, you can begin to practice the technical aspects. Here are five easy do’s and don’ts to keep in mind.

1.   Film bite-sized chunks

When you film your pieces, break it down into bite-sized chunks. This is a far better solution compared to trying to remember your lines and filming your narrative all at once.

Think about what you want to say and write it down before-hand. You can always stitch various clips together in the editing process.

2.   Speak clearly and confidently

When you film in bite-sized chunks, it becomes easier to communicate your message in a clear and confident manner. When talking to the camera, speak slowly and loudly in the direction of your camera.

Make sure that you pause before pressing record, this makes sure that your story is told in a complete piece without dipping towards your camera.

3.   Use a variety of shots

Keep your video exciting by including a mix of landscape (horizontal) and portrait (vertical) shots.

For example, film establishing shots that set the context of your studio in landscape mode, and then film a close-up action shot in portrait.

4.   Keep the camera steady

There’s little worse than watching a shaky video. When filming, you need to keep your audience experience in mind. Keep the camera steady by placing it on a secure surface, or even use a tripod if you have one available.

Another key tip is to keep the camera at eye level when filming a narrative.

5.   Ensure you have good lighting

A critical component of good video footage is good lighting. This makes sure that you and your art is presented in the best way possible.

If the lighting is sub-par, then the footage will come out grainy and your message will be lost within bad visuals.

Artisanry Co.

Instead of just posting photographs of your work, Artisanry Co encourages you to tell your story through video. We have already showcased some of the talented artisans in our community, and encourage you to have a go and film your own footage. Here’s an example of bespoke jewellery designer, Ruth Hollick, in action.

You don’t need to have groundbreaking news to share a story. As a creative, you can tell a multitude of stories that share insight into your process. Share stories of the build-up to a new exhibition, a new technique, or even introduce a new muse.

One of the best ways to generate a loyal audience is to share your art – and the inspiration behind the creation.

At Artisanry Co., we want to see UK-based artisans succeed in business. If you’re interested in joining our community of like-minded peers, then you can read more here. And if you would like us to help create your story on video, get in touch with us at info@artisanryco.co.uk