Thursday, September 15, 2011

World of Stock Supplied By Francesco Santalucia

a guest post...

When I started my career 25 years ago I entered a market with no internet. E-mail was just beginning. I mainly worked for advertising agencies and book publishers creating traditional finished art. I illustrated painting with a brush and airbrush on cardboard that needed to be peeled off the cardboard back and then wrapped to a scanner cylinder for printing. 

My clients were finding me because I advertised in design books and I would book face to face meetings with local art directors in Montreal and My art agent in New York. The illustration and design business was booming then. But I remember there were artists complaining then that things were not the same as they used to be.

Enter the Internet. Nobody saw this one coming. It was like a giant came by and kicked the creative content ant hill. 

One thing is for sure it is not a fad. It is not going away it is growing at exponential speed and evolving just as fast. Where it is going is impossible to predict but one thing is for sure it will be incredible. The Internet is like nature it will kill anything that does not adapt to its system and it will reward anything that takes advantage of its qualities.

Digital content today is still booming but how it is monetized is drastically changing. 

Example music industry artists today do not make most of their money selling content but have to tour to make a living. The content they produce helps market and increase their touring income. Music artists have been forced to change their business model because of the Internet.

Retail stores are now seeing their sales decline because of online purchases through online retailers like Amazon. Bookstores are going on the same road as the music stores went through. Album to cd, to digital download no brick and mortar store needed. Paper Book to e-book no brick and mortar store needed.

When was the last time you rented a movie at Block Busters? Netflix soaring
Day old Newspapers or to "up to the second" online news

See the pattern?

In order to adapt to the new Internet age. How did I change my business model?

When parts of my traditional business slowed down. Instead of fear about losing past success I had excitement for the future opportunities ahead. In essence I needed to become a creative entrepreneur.

I completely retooled my studio. Transferring my traditional design skills to new digital tools and applications. I researched a bunch of new online revenue streams. And licensing content was the thing that was the most intriguing to me because I could create anything I wanted whenever I chose and then upload it to websites that sell print on demand or stock or go talk to companies directly and speak to the decision makers on how my designs on their products can improve their profits.

 I would literally walk into a retail store pick up a product that had horrible looking package or art and I would contact the company find the decision maker and present my thoughts on how we could work together. And the amazing thing is finding clients this way has enabled me to create long-term business relationships.

Imagine a business model were you decide on how much you will earn. You create content whether it is an e-book, design, illustration, photography, movie, music etc and you sell a license fee for anybody that would like to use your art. Creating a large network of small revenue streams you will end up with an ocean that pays you dividends in perpetuity.

Somebody once said “there are people who complain about the wind and others who build sail boats.” 

I have made my choice.

Francesco Santalucia
Santalucia Art Inc.
gordongroup Montreal office

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