Within the HERO, HELP and HUB video framework, HUB films are content for your loyal customers. These will largely be watched by your fans, your regular visitors.
Depending on the scale and nature of the gallery, HUB videos can take on many forms. They can be films about the gallery, about the artists featured in exhibitions or even about your staff.
1. Artist and Artwork Profiles
Watching a video is a fantastic opportunity for audiences to learn more about the work of contemporary artists. Over time, these films naturally build into a series that will give a real flavour of the work and direction of a gallery.
Tate Shots (Tate, London) does brilliantly bringing out the personal stories of artists. 'Met Collects' (The Met, New York) shares insight about works that are being accessed into the collection. 'Portrait Stories', at the National Portrait Gallery (Canberra) are simple, insightful films about new commissions that give the audience a glimpse into the artist’s working process and his/her relationship with the sitter.
2. Conservation documentaries
Conservation films often are amongst the most appreciated films for your true audience. If a work is no longer on display, it can be intriguing to learn about what is happening to it. If a work is about to be shown for the first time in many years, it’s fascinating to give a background to the work and history.
The long-term nature of the work, the intricacy of the treatments and the detective work that the conservators carry out all lend themselves to narrative-driven short films. At Chocolate Films we have documented conservation projects that have taken up to 2 years. These have included everything from a tiny Fabergé automaton at The Royal Collection to an entire Tube train for the London Transport Museum. This HUB film about Marie Antoinette’s commode is the Wallace Collection’s most viewed film ever (180.000 views):
3. Artist Techniques
Discovering how artists create their work is captivating. Artist Techniques videos are your perfect means to document this discovery. For contemporary artists this can include studio visits whereas for artists from the past, experts and historians can demonstrate the craft and learning that was required to create work.
In 2016 Chocolate Films produced a film for the Royal Collection about Leonardo Da Vinci’s drawing materials. The film very quickly gathered momentum and has now been viewed by more than 1.5 million people on Facebook alone.
4. Project and Event Films
Everyone’s experience of a gallery is personal, and it can be delightful to learn about the different projects that are going on all time. This again can build a deeper relationship with your audience, and encourage them to interact with your gallery in a different way.
Project and Event Films can take many forms, such as capturing live drawing sessions for online audiences, keeping the public excited about gallery lates; following paintings going on tour; keeping a record of youth projects and learning projects; or promoting a musical collaboration until the next year:
5. Documentary Series
Some galleries build their loyalty further by creating documentary series, rather than just standalone films. MoMA in New York have recently created 'At The Museum', an elegant observational documentary series that looks at the museum in a way that is reminiscent of Frederick Wiseman’s 'National Gallery'.
6. Gallery Tours
For art lovers, a gallery tour, led by a curator or even the gallery director, can be a real treat. At Chocolate Films we have created short tours of many exhibitions. For example Desmond Shawe-Taylor’s, tour of the Waterloo Chamber at Windsor Castle has enabled a much wider audience to experience an expert tour that was previously open only to small groups.
7. Live Video
Live Internet Video will account for 13 percent of internet video traffic by 2021, growing 15-fold from 2016 to 2021 is what tech experts Cisco predict. If you haven’t started using Live Video, now is your time to try.
Live Videos are low cost to make, and offer the additional draw of the live event. A Live Video Event that used this so well was 'Sunflowers Live', a collaboration between the National Gallery (London), Van Gogh Museum (Amsterdam), Philadelphia Museum of Art, Neue Pinakothek (Munich) and the Seiji Togo Memorial Sompo Japan Nipponkoa Museum of Art (Tokyo) which linked all five of Vincent Van Gogh’s Sunflower paintings using live video.