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Tuesday, November 17 • 3:30pm - 4:30pm
Video Content Strategy: Moving Beyond the Museum

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What does a strategy for video content and distribution look like? And should that strategy change in the coronavirus era? Panelists from four very different art museums will tell you about the overarching video strategies at their institutions, and discuss how the pandemic changed everything—or nothing—for them.

Video has become central to the overall communications strategy for many institutions, and a key method conveying the institution’s brand identity. Having a strategy to guide the production of these complex pieces of content, which often require significant time and money to create, is critical. Panelists will discuss the strengths and weaknesses of their pre-coronavirus strategies, and apply lessons learned from the pandemic to address key questions. How can we produce meaningful content in a world where our main sources—the museum space, the exhibitions and all other activities—are locked down? Have audience expectations shifted around video? Will a strong digital strategy carry you through a pandemic, where audiences are largely living and working online? What new opportunities does the coronavirus era offer?

Topics addressed will include selecting the right video tool for the job, how to design video for specific distribution platforms, live vs. pre-recorded video, integrating video into your social media calendar, empowering staff to help with production, and how or if to adjust these techniques and strategies when the goal is no longer to drive people to visit the museum.

On the diversity of our panel:
While we all work in art museums, the missions and relationships to our communities are very different. You will hear about strategies from a Scandinavian museum with a strong public service approach, and three museums in the US: a small university museum, a mid-size museum focused on contemporary arts and social justice, a large metropolitan art museum. Presenters also offer different perspectives, with backgrounds in technical video production, journalism, content production, and business. Two of the panelists have never presented at MCN before.

avatar for Gregory Castillo

Gregory Castillo

Multimedia Producer, Dallas Museum of Art
Gregory Castillo is the Multimedia Producer at the Dallas Museum of Art since 2015. In his role at the museum he works as a photographer, videographer and editor, creating digital content that helps the DMA reach audiences across North Texas and beyond.Prior to his work in museums... Read More →
avatar for Ryan Waggoner

Ryan Waggoner

Director of Creative Services, Spencer Museum of Art
Ryan Waggoner is the Director of Creative Services at the Spencer Museum of Art. His work at the museum includes digitizing the collection, photographing exhibitions and events, producing documentary-style videos, and providing direction for the museum’s digital platforms. Waggoner... Read More →

Peder Wuth

Head of Digital Development, Louisiana MoMA
avatar for Susan Edwards

Susan Edwards

Associate Director, Digital Content, Hammer Museum
Susan Edwards is a digital content producer and strategist who has worked in museums for over 20 years. Susan is currently Associate Director for Digital Content at the Hammer Museum in Los Angeles, where she collaborates with colleagues in all departments of the museum to create... Read More →

Tuesday November 17, 2020 3:30pm - 4:30pm EST
Live stream channel 1