There are a variety of factors that contribute to the relative lack of recognition that many animation artists experience. The most fundamental factor (and the harsh reality of our industry) is that we are viewed as “below-the-line” labor, not as “above-the-line” talent. In the eyes of Hollywood, there is no appreciable difference between a gaffer and an animation background artist. Even our animators are not viewed on equal terms with actors, but are instead seen as “artisans” if they’re lucky, or as “technicians” more typically.

Certainly the public has a captivation with celebrity, but it also has a demonstrated hunger for “behind-the-scenes” vignettes, including those featuring the comments of artists and animators. The rationale (recently advanced) that these are being removed from the latest DVD releases of a prominent animation company because consumers “aren’t interested” rings false. More likely, the motivation is a combination of these factors: keeping the artists working at their desks instead of jawboning in a recording studio, alleviating the upward salary pressures that result from artist notoriety, and reducing DVD production costs.

One approach to this situation is for animation artists to “brand” themselves. This is something that those of us in the independent ranks are free to do, but our brethren in the corporate world are constrained from doing. With rare exception in the corporate world, everything must be approved by the attendant Communications department in order to maintain a tightly controlled and “unified” public image. When corporate animators are permitted by their owners to speak publicly, they are presented with very strict guidelines on what they can say and what they can't say. Typically, it’s easier for Communications to provide the very short list of what CAN be said. ;-) The few “name brand” animators who exist in our industry can occasionally get away with slips, but these still have a ripple effect. For example, when a certain prominent animator revealed the title of a certain upcoming 2D feature ahead of schedule, there was much squeaking within the executive ranks of a certain major entertainment company. Accordingly, the notion of a hired animator engaging in ANY kind of publicity autonomously (such as appearing on a radio or television show unauthorized) would cause a meltdown within their studio, and likely result in the loss of their employment. But that’s the deal you make in exchange for a regular paycheck. :-)

For those of us in the animation community who are free to pursue independent branding and self-promotion, we owe it to ourselves to get our "game faces" on regarding marketing a public persona. Perhaps it is not ironic that most animators make terrible public speakers, since an outgoing personality would tend to lead to something other than a desk job. ;-) And being “at the front of the room” is certainly not appropriate to everyone's appetite or ability. But for those of us with the inclination and the drive, we could be of so much service not only to ourselves, but also to our brothers and sisters in the animation industry, by making it a point to get out there and engage the public. Volunteer to speak at a school… run a workshop… distribute a press release to the various media outlets selling who you are… make yourself known and available as a commentator… write articles… give talk at your local Rotary club… have a friend interview you and post it on YouTube… our local actions can have a global impact!

At the very least, ditch the dry online resume and instead write a bio that tells the STORY of your life and career (or hire a pro to write it for you). And most of all… put your SMILING FACE on your website so that people can see who you are! :-) When you Google your name, do pages and images of YOU appear on the first results page? If not, it’s an indication of your professional “invisibility”.

For those brave souls who are interested in "more" (or at least dissatisfied with the status quo), here are some resources to get started with:
www.getknownnow.com
www.storytheater.net
www.samhorn.com

YOU can make it happen - for yourself and for others!

Kevin Geiger is the Director & Co-founder of The Animation Co-op, a Producer at Simplistic Pictures LLC, and the President & CEO of Animation Options.

If you have an article, tutorial, essay or other content that you would like to submit for the Monthly Feature, please send mail to: monthly@animationcoop.org