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| Entrepreneur Tutor Chris Jones |
The Integrated MArt covers not only the craft of animation and vfx, and also the practical side of successfully working as a team to complete a project that creates value in the business world.
In this guest blog post, Escape Studios' business lecturer Chris Jones explains what students need to know about the business side of the creative industries.
In 2017 Chris joined Pearson College London, where he heads up modules on entrepreneurship, strategic management and technology.
1st, 2nd 3rd and 4th years at Escape Studios
To see what's in the first, second, third and fourth years at Escape Studios, follow the links below:
The Escape Studios Animation Blog offers a personal view on the art of animation and visual effects. To apply for one of our courses, follow this link.
Creative Industries
Like it or not, the creative industries are just that - industries. At the professional level someone is always footing the bill. And the reason they are happy to pay that bill is because they get value from what is being created.
Will The Audience Pay?
It doesn't matter if your short film really and truly evokes the tragedy of having a biscuit collapse into a cup of tea mid-dunk. The thing that pays the bills is that other people will pay to watch that tragedy unfold. Or that McVities will pay you to make it into a Christmas advert for them.
"The Lean Startup"
So this week we looked at a staple of the "lean startup" - the business model canvas. This has largely replaced the business plan as the main tool for thinking through a business model (banks usually still need a business plan though, so clippy the paperclip isn't out of a job just yet).
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| "Street Ratz" - Created by MArt Students |
Will The Audience Pay?
It doesn't matter if your short film really and truly evokes the tragedy of having a biscuit collapse into a cup of tea mid-dunk. The thing that pays the bills is that other people will pay to watch that tragedy unfold. Or that McVities will pay you to make it into a Christmas advert for them.
"The Lean Startup"
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| "Street Ratz" - Award Winner |
Business Model Canvas
The Business Model Canvas realises that most successful ventures provide some sort of value, to some sort of people, by using some sort of resources that give the business a comparative advantage. However rather than try to put these into a prioritised list, the canvas lays them out evenly across the page. So you can see not just the items - but also how they interact.
Thinking of their projects this way enables the students to consider many more points of view than they would normally. While all the students had their own ideas that they want to work on, running them through the gauntlet of the business model canvas allowed them to tweak their ideas to make not just a creative case but also a business case.
Adding Value
For example, if you are making a short film as a small independent studio. What is it FOR, and for that matter, what is it WORTH? If the idea is to show of your skills to prospective clients then you better think about what sort of contracts you can do better than the average team and make sure your short film showcases that ability.
If your short is to be the basis of a series then you need to think of the audience, the cadence of episodes, or in the case of a children's TV show, perhaps even merchandise opportunities.
Business Case
Thinking through these extra steps means that the work you do is worth more. Since it still contains all the thinks you wanted, but they are optimised to create a little more value for the people who you want to notice ... and fund.. your next projects.
If the concept of making a business case for a creative project seems a little mercantile for your tastes. Perhaps this of it this way, a business model optimises for value.
Thinking of their projects this way enables the students to consider many more points of view than they would normally. While all the students had their own ideas that they want to work on, running them through the gauntlet of the business model canvas allowed them to tweak their ideas to make not just a creative case but also a business case.
Adding Value
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| Novem - Created by MArt Students |
If your short is to be the basis of a series then you need to think of the audience, the cadence of episodes, or in the case of a children's TV show, perhaps even merchandise opportunities.
Business Case
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| MArt Project - Our Ocean |
If the concept of making a business case for a creative project seems a little mercantile for your tastes. Perhaps this of it this way, a business model optimises for value.
But most of the value from the creative arts is joy, and these methods just enable you to make more of it over the long term.
--- Chris Jones
About Chris Jones
Chris Jones has been programming computers since he was 10 years old, and after years in industry started his own software company that developed solutions in fields as varied as event photography, aviation, hydroponics and logistics.
Teaching Entrepreneurship
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| Chris Jones |
As entrepreneurship tutor, Chris sees students perform work integrated learning as both the learner and the founder of the business. Students in Chris's classes start businesses and (with a little luck) leave with not only a degree but also a profitable venture.
Integrated Master's Degree Course
You can find out more about our Integrated Masters' Degree Course here.
Student Work
To see some Integrated MArt student work, watch "Novem" below:
"Novem"
1st, 2nd 3rd and 4th years at Escape Studios
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| MArt Award-Winning Project - Our Ocean |
- First Year at Escape Studios
- Second Year at Escape Studios
- Third Year at Escape Studios
- Fourth and Final Year (Integrated MArt).
The Escape Studios Animation Blog offers a personal view on the art of animation and visual effects. To apply for one of our courses, follow this link.
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