by Gina Cariño
Home >> Building Hype: Interview with an Arts Marketing and Communications Professional
GC: What’s going on in the picture?
MC: That’s me admiring a bust of Albert Einstein, taken when the Skirball mounted a landmark exhibition celebrating the life and career of the famed scientist. It was presented in 2005, the 100th anniversary of Einstein’s famous E=mc2, which revolutionized our modern understanding of space and time.
GC: Why Einstein, and why at the Skirball?
MC: The exhibition perfectly suited the Skirball’s mission to explore the intersections between Jewish heritage and American democratic life. Einstein, a Jew, is widely recognized as perhaps the greatest physicist of the 20th century; few realize that he was also deeply committed to equality and justice, speaking out against the rise of fascism in Europe and supporting the Civil Rights Movement in the United States. In a similar way, the exhibition currently at the Skirball, “Bob Dylan’s American Journey, 1956-1966,” illuminates the legacy of Bob Dylan not only as the artistic innovator who electrified contemporary songwriting but also as a compelling voice of social conscience.
GC: So the Skirball is a Jewish organization that mounts shows on accomplished Jews?
MC: Not exclusively, though it’d be fun to work on a show about Woody Allen! No, the Skirball addresses a range of topics in its exhibitions as well as in its performing-arts, literary, film, adult-education, and family programs. A sample month of offerings might be an exhibition of photographs of sacred spaces in L.A., the premiere of a small British theater company, a jewelry-making class, a concert by a Malian blues guitarist, a talk by Isabel Allende or Wes Craven, and a tie-dye workshop for kids.
GC: How is that “Jewish” exactly?
MC: Our founding president often explains it like this: just as Abraham’s first act as a Jew was to welcome the stranger, the Skirball’s adherence to core Jewish values mandates bringing people together and encouraging dialogue. So, while what we offer is eclectic in genre, genesis, execution, even taste, all of the content celebrates the arts as a means for making connections across cultures.
GC: And what is it that you do at the Skirball?
MC: I am Communications Director, responsible for building media hype for the Skirball—cultivating relationships with journalists, placing stories, training spokespeople, etc. I also manage the institution’s overall editorial style, shaping the language we use to describe our content and draw audience.
GC: Have you ever gotten hype for the Skirball here in Spain?
MC: Well, I recently received an inquiry from the newspaper Que!. Apparently they’re interested in our exhibition about Bob Dylan, who I hear will be singing at the Zaragoza Expo.
GC: Were you always in public relations?
MC: My career began in book publishing, first in editorial, then in marketing. When I moved to L.A., which is not a publishing capital, I worked first as an art-book publicist, then ventured into publicity for visual and performing arts.
GC: Any difference between arts marketing and other kinds of marketing besides the obvious?
MC: Well, in arts marketing, you can always feel proud of your product. Can’t imagine that’s true in all industries!
GC: Is a degree in arts administration necessary for your job?
MC: I majored in literature, with an emphasis on women writers—Edith Wharton, Willa Cather, Alice Walker, Ntozake Shange… so I guess not! Mostly, for my job (or I would argue, any job), one needs to be a strong writer.
GC: What’s most fun in your job?
MC: Interacting with the artists and reeling in a journalist with a good story idea.
GC: Name an artist you would love to do PR for.
MC: David Hockney, because when I met him he was perfectly lovely and because his work is so great. Plus the little caps he wears make for good buzz.
Any more questions for Mia? Ask right here below.
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Posted on http://www.weeklyletter.com at 2008-04-10 09:00:00 +0200
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Hello Mia,
interesting job. I also work in communications, but between computers which is not so cool.
Just a couple of questions about the Center:
As the Skirball is a nonprofit organization, does this mean that adminssions are free?
Who provides funds for the Center?
And now, if you allow me, a couple of personal questions:
Have you ever been to Spain?
Can you speak Spanish?
Regards from Madrid
JC
Hello Juan Carlos: Yes, the Skirball Cultural Center is a nonprofit organization. Admission is not free, but covers a minor percentage of the Skirball’s operating budget. As is true of many arts institutions in this country, the Skirball relies a great deal on philanthropy, mostly from individuals and family foundations.
If memory serves, I have traveled to Spain on six occasions and hope to visit for my seventh time sometime in the next year.
As to whether I speak Spanish… well, I speak better than the beginner but am far from fluent!
Regards from sunny L.A.
-mia
Thank you for your answers, Mia.
Regards from a cloudy Madrid
JC
Hi, Mia,
What interesting job?. In order to develop it, you must know a lot of different and interesting people. Is it true?.
I think that meeting another persons, and another ways of life, and travel, and knowing another cultures is a good way to spend time, and if you earn money for this, it is even better.
Do you know people like Woody Allen or Bod Dylan?
I think that the Jew people like in general the cultural world, they made foundations and things like that (when they are very rich).
I have been twice in Los Angeles. In 2006, I have stayed there for two days, and I knew a little the city. This year, I have passed twelve hours at the LA airport, waiting for two scales, one going to the South Pacific, and the other returning from there.
In 2006, I haven’t enough time to visit some museum of foundation. The city seemed to me very big. I know it “outside”, the Old Downtown, the Worl Trade Center, the Cathedral, the Walt Disney Theatre, Santa Monica, etc…, but it isn’t enough.
Thank you very much, and regards from Madrid. It is true, here is raining since monday, but we need water.
Conchi Calvo
Hi Gina&Mia,
I admire people who work with arts, because I think that you need an “extra” that you don’t learn in school, University,.... This extra is for understanding art… When I look at some pictures, sculptures…, I don’t feel anything but other people do.
Some questions:
What studies do you need to work in your job?
How many hours a day does your job take?
Regards,
Leticia.
Hi
What an interesting interview. You say it would be funny to work on a show about Woody Allen, and I ask: why not? It would be very interesting because Allen is surely the most famous and best Jew cinema director.
Regards from Valencia
Miguel Ángel
HI Mia -
You have an important job and an admirable mission! The words of your founder reflect a real world need – our world must celebrate and highlight connections across cultures and bring people together to dialogue. As the populations grows and the planet seems smaller – we all need to rejoice in our commonality and our humanity.
Good luck to you and your organization and the great work that you do!!
Best wishes,
Si Si, Boston
Wow, so many comments! Let me try to answer some of your questions:
Hi, Conchi! I have not met Bob Dylan and don’t think I will during the exhibition’s run. His managers have repeatedly advised us not to expect him to show up, as he is not the sort of person to look backward… and certainly not at his own life. I have not met Woody Allen, but coincidentally I attended school with his would-be wife, Soon-Yi Previn, back when my family lived in New York City.
Hi, Letitia! I understand what you mean about art often feeling incomprehensible to many audiences. As part of the Skirball’s commitment to dialogue, we offer many, many gallery tours so that the public isn’t left wondering what the art is all about. After music, dance, or theatrical pieces, we often ask the performers to take questions from the audience—-again so that dialogue continues.
In answer to your questions, I studied literature in college, which likely honed writing skills I currently use at my job. I work more hours than I’d like, but I’d say about 45-55 hours a week.
Hello, Mia.
I’m sorry, but I don’t agree when you say that you can always feel proud of your product, because I’m sure it doesn’t matter with everybody who works in arts marketing. I think you’re very lucky for that, but you can also find people (not too many, I must admit) very proud with their products in each kind of industry.
Best regards,
Carlos
Hello Mia,
Seems like very interesting work you’re doing. There are many areas of artistic expression that have in many countries been the exclusive domain of the elite (read RICH). Can the less well-off afford to visit the gallery on a regular basis?
Hi Mia,
I think your job would be very interesting. But regarding the artist, Is it true that they are a little eccentric?
Kind regards,
Ramón
Hello again to all, and thanks for your questions.
Carlos, you’re absolutely correct—-there are surely many people who aren’t proud of the art they have to promote and yes, every industry has surely earned the pride of at least some of its employees. What I do know is this: at the end of the day, even if I personally detest the play or art or speaker I’m trying to draw audience for, I never go home and think that what I’m involved in promoting is ever, ever fundamentally bad for people.
Joe, whether art is ultimately created for and by the elite will be hotly debated forever—-and thank goodness for that, because it’s a good question! One thing’s for sure: no one ever questions whether Disneyland is for the masses, yet Disneyland costs at least $50 a person! Apparently it’s not just the elite who has money to spare on entertainment. It’s a challenge now for arts marketers to compete in that climate. Especially in L.A. As for the Skirball itself, we are free every Thursday to the general public, and have an extensive school and community outreach program, which brings in tens of thousands of visitors for free every year.
Ramon, like everyone else I’ve encountered in life, there are artists who are totally bizarre and those who are totally indistinguishable from the guy who rings you up at the grocery or the kid who sits next to you on the bus.
Hi there! Nice picture! It looks like Einstein is looking at you, and not vice-versa!
Have you met Sacha Baron Cohen?
Does the Skirball have a cafeteria or a canteen? Is the food kosher?
Is there a store? What can you buy there?
Hello Mia.
Reading your interview I’ve been reflecting about the diferences betwen American and Spain related to non profit organizations. Why is philanthropy so important in America and why are so many people giving his money to create that type of organizations?
Congratulations from Madrid and thanks for your point of view.
Hi Paola! Nice bumping into you here.
Funnily enough, although I didn’t formally meet him, Sasha Baron Cohen came to a concert here last summer, when his brother’s band, Zohar, performed here. He was easy to spot in the crowd even though he wasn’t dressed as Borat! And he was very friendly to fans who approached him. Coincidentally, the same night he came, Lisa Marie Presley was in the audience, too.
The Skirball does have a cafe, named Zeidler’s (after restaurateur and cookbook author Judy Zeidler, who is a major patron of the Skirball). The food served there is kosher-dairy, therefore only fish and vegetables.
And yes, there is a gift shop, named Audrey’s Museum Store. One can buy items relating to exhibitions and programs we present (e.g. catalogues, commemorative t-shirts and mugs, posters) but also an array of Jewish ceremonial objects for the home, such as Seder plates, Miriam cups, and hanukkiah.
Hi Jose! In this country, where there is essentially no major national arts program or initiative, at least not one that can extensively fund arts organizations, philanthropy is the key. Not being moneyed enough to be a philanthropist, I can only guess what inspires individuals to give their money to such causes—-and I imagine it is a combination of passion for the arts, confidence in the organization’s mission, a sense of responsibility to give back to the larger society in meaningful ways, and a drive to define one’s legacy. But this is a good question: what do others think drives people to give money to the arts or, really, any cause?
Hi, Mia, do you collect vinyl records?
Hi Mia,
I find your job very interesting!
By the way, I’ve been in Bern (Switzerland) on last summer, and do you know what?
Albert Einstein passed Maths’ exams with flying colours!.
In spite of most people think that he wasn’t good at maths, we were in his home, and his original marks were fixed on a wall, and they were excellent!.
Tschüss (a little tribute to Albert, that as you probably know means the same that “see you later” in his mother tounge.
Hi Peter! Nice bumping into you here, too.
My husband and I do still listen to vinyl and have fun shopping for used records. Although not as durable as CDs and not as high-tech as digital downloads, records have a certain warmth to their sound.
Most recently we picked up records by jazz guitarist Grant Green and seminal 80s band The Cars.