I’ve had this idea for several years now (because that’s my rule with a tattoo) and I finally had it come to fruition. I like seeing my New Mexico state outline and Zia sun on my arm when I play guitar, and so I thought…why not add a little more of home to the mix? The thing you think about when you think about New Mexico is adobe and blue sky. We’re really good at that. I wanted to have a little bit transferred to my arm, so even when I’m walking around big scary Los Angeles, I know where I come from.

I knew the color work had to be stunning to pull this off, since we’re dealing with two main colors and one is similar to my skin tone. After hunting for months, I finally found Zulu. Interestingly, he is based in L.A. but is moving his business to Austin, so he spends a lot of time here now. His portfolio is amazing, and I knew he was The Dude. (Also, his life story is fascinating…read this NPR article about him!)

I took my friend Katie along for moral support and documentation, and it took about 2.5 hours from start to finish.

The outline and placement test:

Zulu used a few photos I had taken but adapted the buildings into something that doesn’t exist in real life, so I didn’t get an actual landmark tattooed on my arm.

The finished work:

The artist and the recipient!

Hey folks! I have been working on this project for…um…a while. It’s hard to press “launch” on a thing sometimes. I wrote this book because oftentimes on the road people will ask, “I like what you do for Susan Gibson…how do you do it?” It would take a LOT of explaining, like a whole lot. Like’s a book’s worth. So here we go!

BUY THE EBOOK HERE. (That’s called direct marketing).

“Money & Heart” – named after my folk-rap – covers a lot of topics. The importance of a great online presence for artists, booking, touring, social media, handling it all while STILL being an artist, publicity, and whatever else came out of my head. I intend for it to be a good guide for the beginner and a great check in for people who have been doing the musician thing a while.

Check it out
or send it to your musician friends and loved ones. It’s discounted right now, because I like discounts. Eventually I will like full-priced things, so um…get on it. (Direct marketing again!).

Thanks to Susan Gibson for listening to the drafts in the van for the last year and for helping me launch it, and to Carrie Ann and my mom for proofreading it with their smart eyes.

I love learning, and I feel so lucky to be able to immerse myself in it for 5 days at SXSW Interactive. Overall, I left with my brain buzzing and awake, which is exactly what I was hoping to accomplish. Yes, the tech part is just as full of people hoping to land a big gig as the music part, but being around 30,000 having ideas and DOING STUFF cannot help but rub off on me. Here are some good quotes I wrote down through my week at SXSW Interactive. (Most of these were scrawled during panels and I don’t always attribute when I’m scrawling, so…no attribution sometimes).

“Stop trying to be amazing.” – Oracle panelist quoting Jay Baer on content. Amazing is not scalable and repeatable. Useful is.

“The most important context is the context you don’t have.” – what is keeping your potential clients from finding you? Figure that out.

“Ambivalence and ambiguity can sharpen communication.”Paola Antonelli keynote

“I stop shooting when I am no longer getting deeper, I am just getting more.” Filmmaker Jay Oppenheimer

“Taste is globalizing and homogenizing.” – Todd Yellin from Netflix. There’s no predicting what people will watch as a generalization. We’re all snowflakes!

“Emotional connection is the new definition of quality.” – Cubby Graham from Charity Water. If a 2 minute Youtube video hits you harder than a 2 hour movie, well…welcome to 2015.

“The future of marketing is philanthropy.”

“Work on the women first, then the business.”
Princess Reema on bringing women into the workforce in the Middle East.

“Mastery is not about the arriving, it’s about the reach.”Sarah Lewis

“63% of consumers trust user generated content over brand generated content.”
– Let your customer base evangelize.

“The internet is written in pen, not pencil.”Lizzie Velasquez

“We on one hand like to be autonomous but we also like to be connected.” – Martine Rothblatt

“GIFs are the headlines of video.”
Short form content rules.

“Tech advancement does not decrease the number of jobs, it dislocates them.”
U.S. Chief Technology Officer Megan Smith

“To say women should have equal pay shouldn’t make you a feminist, it should make you normal.”Gina Prince-Bythewood (director)

“I love playing the worst idiot I can think of.”Amy Schumer

“We are living in a content blizzard.”Hugh Mcleod

“Tell your story more succinctly, and tell it native to each platform.” – Pete Cashmore, Mashable

Apparently I had to take a bit of a break to work up the energy to blog the last day of SXSW, but I am a completist so no fear, fellow completists.

Day 5 had downtown Austin threatening rain but mostly just a lot of humidity. The routine is to park, walk across the river, stop at the Radisson for coffee, and rule the world. The last day was no different, and my SXSW buddy Chad and I met for one last Starbucks chat.

First panel up was L+3: Social TV Matters. Panelists were from Tumblr, Comedy Central, and NBC Late Night. L+3 is TV industry lingo for “Live Plus 3 Days,” meaning TV viewership is not measured by people watching the shows, it’s measured by who sees the ads. So watching a show within 3 days of airing (say you recorded it for later) still gives the ads their impact. Anything after that and the advertising is viewed as ineffective. Social media has obviously changed how people interact during shows, and things like Tumblr, where TV can live and GIFed for eternity, change this a bit to an L+365 equation. Fans become content creators, and shows are learning to re-purpose that UGC (user generated content!) to promote the show. Metrics are now long term instead of 3 days out. Comedy Central’s main platform is Tumblr now. Fascinating stuff.

Up next: New Ways for Artists to Make Money. Panelists were from Pandora and Jukely, a concert streaming subscription service. Basically…artists need to put aside that whole “streaming pays not much” thing and find things that actually generate revenue. I tend to agree. At some point, even if you think it’s not cool, you have to accept what the standard is and MAKE SOME LEMONADE. Do things like sell unique items in your store, embrace online shows, all of that stuff. There is money in music, and the smart artists will tap their community the right way so it’s an even exchange.

Lastly, we gathered in the giant Exhibit Hall 5 where the put the Big Deals and Pete Cashmore from Mashable was supposed to talk about “What’s Next in Tech?” except he most talked about…Mashable. At that point I was donezo and left happy but full of buzzwords. We all probably now have a “multiplatform content marketing tool that accesses communities and leverages big data to foster authenticity and actionable insights.” Yep.

A quote-fest is coming up next…stay tuned!

It was a good day…Sunday Slump survived!

Up first was “Behind the GIF: The Future of Online Visual Culture.” We all know GIFs. Here:


As one panelist put it, GIFs are “the new video format going backwards.” People do not have time to watch things stream, y’all. They don’t have 3 minutes for your video. They don’t want sound interrupting their crowded public transportation commute or their music on their headphones…so GIFs are very short form content easily consumed, and that is all we the public want…short and easy. The average scene in a movie or TV show is 4-5 seconds long – even for mainstream traditional media. At this point the 6 second Vine video or (heaven forbid) the 15 second Instagram video is TOO MUCH. Trim it. Make it tiny. “GIFs are the headlines of video,” they said, and we all just scan headlines nowadays. Here’s what the kids are watching on Tumblr: I picked a scene from Glee as an example. No sound. This is a musical performance with NO SOUND. 6 – 8 panels making up a whole scene. Individual panels get re-purposed and people use that content to reflect their emotions online. Instead of an emoji, or a static photo, the future is the GIF. More expressive, more precise. Also sometimes insanely hilarious:


Next up was a panel about Immersive Content and going beyond a screen, which I thought was about something and it was about something else (it happens)…more of a brand and big budget kind of panel…so I wandered the trade show and picked up free pens.

After that I tripped into a chat with some impressive folk: Eric Schmidt (founder of Google), Megan Smith (Chief Technology Officer of the United States), and Walter Isaacson (he wrote Jobs, one of my favorite biographies). This panel was about “innovation” and, you know…stuff. (Can you tell I’m kind of fatigued at this point?) They talked about how giant corporations are not generally at the forefront of innovation, so the U.S. needs to do things like foster entrepeneurs and small business. They asked Eric Schmidt what Google was working on in regards to Artificial Intelligence and he said, “we don’t know what 20 years out looks like” and I was thinking YOU ABSOLUTELY HAVE A ROBOT ARMY ADMIT IT, GOOGLE,” but hey, maybe that’s just me. Women in tech and fostering a love (and not fear) of math and science in young girls is on the forefront of Smith’s agenda because 1 in 13 computer science majors RIGHT NOW are women, which is disgustingly low. Other interesting notes: immigrants are more likely to be entrepeneurs so the U.S. immigration policy needs to consider that, and technology sector growth does not decrease jobs, it dislocates them into higher level work, meaning…education had better improve here, too. Good stuff.

Then, in an effort to be first in line for Amy Schumer’s talk, I got to head into the panel room early and watch Gina Price-Bythewood speak, the director/screenwriter of “The Secret Life of Bees” and the new “Beyond The Lights.” It was neat to hear about her writing process, but I didn’t take many notes.

Then I just sat in my awesome chair and waited for Amy Schumer, one of the comedians who has really caught my attention this past couple of years. I find her work on her TV show and her stand up to be really amazingly able to address important, serious issues with a really unique (sometimes risque, I warn you sensitive souls) sense of humor. (Here’s a skit…there’s language!) Her first movie, Trainwreck, directed by Judd Apatow, debuts this summer. You could clearly tell Amy is a true comedian…because she was hilarious. It was an unscripted interview and the audience asked questions, and she had the entire room laughing (LMAOing, even) several times throughout. She also came across as super down-to-earth, humble, and…basically, she just works hard and it pays off. Easy, right?

Lastly I went to see Hugh Mcleod of Gaping Void speak…he does cartoons. His cartoons are really popular amongst the business community, and his talk was about the importance of art in leadership. In the spirit of my brain breaking down from too much info, I will summarize as thus: art is very important for leadership.

Onward to the last day of Interactive…

Day 3 is known among conference attendees (well, me and my friend Chad anyway) as Slump Day. It’s Sunday, but in 5 day conference land, it is Wednesday. The partiers partied the first two nights. Some people are leaving for home already. Sundays here are decidedly chill and a time for your brain to take it easy for a second. That’s kind of how my panels were, except for a mind-blowing keynote. Here we go, dear readers.

The Anatomy of Selfies That Sell was first up, and it was a little more geared toward brand marketing than I wanted it to be. Basically, the big keyword of the panels I have been seeing this year is UGC: User Generated Content. FACT: the human race takes 2.6 BILLION photos…A DAY. There are more smartphone cameras now than the total sum of cameras that have ever existed prior to right now. Of course brands are going to want to utilize this. Also, consumers are way more savvy about how we are being marketed to and we crave (another keyword) authenticity. So a pretty image of a watch taken in a studio with its face glistening in the flourescent light does way less for us than a photo someone took of them wearing their watch in a coffeeshop one day. How to balance these two ends on the spectrum is a challenge.

Then it was the panel that made me cry: Youtube celebrity iJustine (her real name is Justine, imagine that) interviewed Lizzy Velasquez, a remarkable young woman making big strides in addressing cyber-bullying. We watched a couple of trailers for A Brave Heart, the new documentary premiering here at SXSW about Lizzy, and she talked a little about her life. It made me really angry at the subset of humans who regularly troll around online to make people’s lives hell…but then seeing Lizzy’s story of taking something like that and trying to change the world for the better warmed the cockles of my cold, angry heart before I grabbed a pitchfork and went on a rampage. Phew. (Read about iJustine, too…she’s 30 years old and the “grandmother of Youtube” – the first vlogger, really).

KEYNOTE. Martine Rothblatt. I went because usually the 2 PM keynote hour is low on options and you kind of have to go or just float around. I thought I’d rest my brain…totally wrong. Martine Rothblatt is the highest paid female CEO in the United States. She founded Sirius Radio and now heads up United Therapeutics. I’m just going to copy from Wikipedia for the interesting part: she is a transhumanist, interested in the “prospect of technological immortality via mind uploading and geoethical nanotechnology.” Like…mindclones people. Like…we clone our minds and have beings separate from us who ARE us, because they are made up of all our thoughts, but they are completely sentient and complete beings. Cyberconsciousness will live after our physical bodies die. Companies are already building mindware…software to harvest our thoughts, patterns, likes, hates, predispositions, etc. to build the cyberconsciousness. I am doing a terrible job explaining because it’s so over my head, but check out this article here. Oh yeah, and in the meantime? Her company has come up with a way to use pig cells to grow human organs. They are also coming up with ways that each human being can grow their own replacement organs if needed. She said at any given time 400,000 people need a lung transplant in the U.S. and there are only 2000 lungs available. Imagine if we could grow our own? Seriously – do a little reading on this woman. I bought her book. It’s so out of the way of anything I ever think about it’s fun to ponder.

Then…I slumped a little. I went to a full panel run by the documentarians at Pixar…which is the team that lives at Pixar and documents the people AT Pixar. Kind of cool, kind of not what I was expecting. Some good points about interviewing people and stuff, but overall not life-altering. Sally Field was speaking across the hall and I kind of wished I had hopped in that line (IstillloveyouPixar!).

Lastly a panel with someone from the PBS Digital team and NPR’s Codeswitch program. PBS and NPR are historically and yes, STILL…watched and listened to by older, white males. And surprisingly, most of the staff are still older and white. Weird. Anyway, these two, especially Shereen Marisol Meraji of Codeswitch, are trying to change that. Codeswitch actually has a majority young, non-white audience, which is unheard of for public radio. As a former PBS intern, I can say that when I was there…yes, we were old and white. It’ll be interesting to watch the next 10 years for both organizations to see how they pivot (pivot faster!!!).

I am typing this on Monday after going to bed early and am happy to report I have lived through the Slump and am back at it. Thanks to everyone who reads these!

Day 2 was another good one with some good variety in my panel choices that happened to be purely by accident.

First up was “Netflix Shares a Decade of A/B Test Learning,” which of course was super popular and full. Todd Yellin, VP of Product Innovation at Netflix, took us through the many innovations at the company and explained how they roll out new features and designs on the site. When you think about it, the scale of changing Netflix’s UI is daunting simply because people access it from so many different devices…laptop, Apple TV, Roku, iPad, Surface, etc. Each one has to have a UI that works. They also spend a lot of time tweaking design using “big data” collected from users and A/B testing control groups and experimental groups that way. Long story short, your Netflix homepage probably looks a little or a lot different than mine. They watch how we click, how we scroll, how we search, and adjust the design accordingly. Surprisingly, simple big data collection is less useful than you’d think…global taste is homogenizing…meaning 60 year old Swedish women might watch The Avengers and 24 year old American men might watch Dance Moms and there is no use in stereotyping by age and gender. We are a simple yet complex humanity, apparently. If you look at the photo above, you’ll see their test on what graphics cause the most clicks – this one for Breaking Bad. We all voted on the yellow Walter White as being the most popular but we were wrong! The most engagement was from the middle graphic of the camper. Netflix has revolutionized actual TV metrics because before we relied on Neilsen ratings which makes people keep a diary of their viewing…which was probably fudged. Netflix knows exactly what you watched, what time of day, how long you watched it, how many episodes in a row you watched it, when you clicked out if you got bored, etc. Interesting stuff.

Next up…”The Changing Face of Fame: Social Media Celebrities.” There are people on Youtube and Vine with thousands and thousands of followers, creating content on a weekly basis that is liked, shared, and commented on by their fans…and if you’re over the age of 30 you might not know them at all. The Top 5 most influential figures among U.S. teens right now are these online short form content creators…not traditional celebrities. So many people consume content on Youtube these days, it is not surprising it has its own brand of celebrity. Interestingly, these newer stars are often very attached to causes and charities, so brands and nonprofits are trying to leverage this as a way of reaching new audiences. Cubby Graham of the Charity Water organization said, “Emotional connection is the new definition of quality in marketing.” Short answer: people can smell a disingenuous pitch from a mile away and millenials are even less susceptible to traditional ad marketing.

After that…a Conversation with Biz Stone (know for being the founder of Twitter). I was amused, because I saw Biz Stone talk last year and he was all about his new app Jelly. Jelly Jelly Jelly Jelly Jelly. It was going to revolutionize the way we help each other online. I downloaded it, used it for a minute, and now it’s off my phone. Turns out, that happened with a lot of people. So THIS year, Biz Stone is all about his new app Super! Super Super Super Super! To his credit, he talked about the failures of Jelly and after he explained Super…I was in. Super’s mission is to foster empathy. It’s a creative platform for people to share their thoughts with the help of graphics and text. As Biz said echoing the last panel, “The future of marketing is philanthropy.” I kind of like it. I don’t know if it’ll catch on. Truth is, you will only have a Twitter once, probably. It was cool to hear him talk about announcing Twitter to the 2007 SXSW people and having the app go down right before they unveiled it…but having that kind of revolution in tech with something catching like wildfire and growing to a company the generates over a billion dollars a year is…rare. A unicorn, if you will. In the meantime, try Super if you’re inclined.

Next up: keynote by Princess Reema Bint Bandar Al Saud of the Saudi royal family. Amazing story. She is breaking down barriers in Saudi Arabia, running several successful business and charitable causes while working with the Saudi government for women’s rights. I guess the country has recently mandated that women must work in certain sectors of society (even mandating men NOT work in them), but Princess Reema has been tackling all of the cultural and societal norms there that still get in the way of the mandate. Things like…women can work, but they cannot drive there. “As a business person, you have no chance of measuring productivity among your workers if they are reliant on a driver to get themselves to work.” Princess Reema, who owns a successful department store line akin to Barney’s, is the first employer to offer a transportation stipend and on-site daycare for her women employees, as well as financial planning and training…things they have never had.

Fashion show at “The Edge of the World”

She’s also very involved in Saudi fashion which is very innately tied to the shifts in culture there. Her main point, “Work on the women first, then the business.” When your employees feel “safe, stable, and respected,” you will be successful. Her new project is a breast cancer awareness campaign for women in the Middle East…another taboo there that she argues needs to be overcome for early detection and education purposes. Check out www.10ksa.com for a great video.

On to UCB on TV: How Improv is Changing Everything with Nick Kroll of The Kroll Show, Matt Besser of The Upright Citizens Brigade, and Katie Dippold, a writer for Parks and Recreation and The Heat (and the new Ghostbusters!!). Cool panel. They talked about how the idea of the “Yes, And” is useful in acting and anything, really…instead of shutting down a colleague’s idea and killing any sort of flow, you learn the improv trick of saying, “Yes, and…” and let the story/idea/concept flow. That’s how brilliance is achieved…as opposed to, “that is a terrible idea let’s go home.”

LASTLY…phew! Sarah Lewis discussed her book “The Rise” and “The Story of Creative Icons…from Failure to Mastery.” As Sarah pointed out, “Mastery is not about the arriving, it is about the reach,” and our focus should not be on success, which is a one-time event, but on a commitment to mastery over time. To achieve mastery, we need the mindset of a “deliberate amateur” most of the time meaning…we need to not be afraid to fail. We need to “play,” we need to keep our art or research in a private domain and be careful not to share it too early, because…well, the world will crush you. I liked a lot of the ideas here and want to get the book.

Phew! Day 2 in the books. Onward…

It was a good, chill day. There are a LOT of people here. They have started marking certain panels as “popular” so you at least know you have to get somewhere really early to get a seat.

I started off with “Simple Ways to Massively Increase Your Content” with a social media manager for Oracle and the social media manager for NBC Sports. While I do not work with anything on the scale of the Super Bowl or the Olympics, there are definitely things to learn from giant corporations. Something that stuck out is the egalitarianism of social media. Yes, NBC has a lot broader reach and the benefit of being a television network, but they use the SAME tools we do. They use Twitter and Tumblr and Facebook. They make “in the moment” videos. They take fan generated content and re-post it. They threw out the stat that in 2008 there were 1 trillion indexed web pages on Google and now, in 2015, there 67 trillion. Massive growth that is not stopping, and everyone from Susan Gibson to NBC Sports needs to figure out how leverage these tools to make a noise and find their community and interact with it.

Next panel was “The Emperor’s New Wearables,” simply because I was interested in it. One panelist was from Intel, which – did you know Intel was making smart watches now? Me neither. The panel was mostly discussing the need to make a watch that looked good first and was a smart watch second, as many people don’t want to wear a clunky looking sci fi watch on their wrist. Fashion over function, I guess? Also the potential for usefulness is growing…imagine wearing a Jawbone on your wrist and it knows when you are waking up so it adjusts the thermostat in your house before you are even awake. Stuff like that is the practical immediate future of wearables.

After that was Paola Antonelli, a Senior Curator at The Museum of Modern Art (MOMA) gave the keynote. Sometimes it’s good to just sit and have someone blow your mind about things you don’t know anything about, and that is what she did. She talked about Quantum Design…like quantum physics…but design. Multiple realities and experiences happening at the same time. Ambivalence and ambiguity in design that actually sharpen our interactions as humans. Biology making art. Check out this video she showed us about artists that spent time researching the algorithms of silkworms…how they build. Then the artist designed a framework for the silkworms and set them loose, and they built something. Amazing. Key point…some artists are great artists. Some artists are not great artists but they are great connectors…that lead us to the truly great artists. A place for everyone.

Next up was Storytelling Superheroes with Maria Hinojosa from NPR’s Latino USA and PBS’s America By the Numbers…joined by Alison Bechdel (artist, author) and Joshua Oppenheimer (filmmaker). Sometimes these discussion panels take a rather loose format and that’s what this was…some discussion about how stories come out in different formats and the merits of each. Alison is the creator of The Bechdel Test which is an interesting thing to think about when you consume media. More info here, but basically a film/show/book/etc. passes The Bechdel Test if there are two women characters who have a conversation and that conversation is not about a man. You would be surprised how few movies pass that test.

Last up was “The Art of Social Media” with Guy Kawasaki and Peg Fitzpatrick. Guy is one of those social media phenoms and I hadn’t seen him speak before. He was very engaging and so was Peg, though I didn’t really learn anything new here. Don’t be fake, don’t have someone else do your social media, don’t buy followers, yadda yadda. Stuff I have been preaching for years and enact via Social Thinkery. Still cool to hear them talk, though.

A successful first day! More on the horizon.

Wheeeeeeeeeeew! Long time no see, beloved blog. It’s almost time for SXSW so the blogging is about to get real. Some of my favorite posts are the recaps of all the random stuff I get to see and do at this giant conference. So glad to be here for these events…it’s a unique opportunity when the world comes to your town once a year.

So yes – things that are happening. I thought I’d line out some exciting projects just to put them out into the world because I am trying to be better about that. Collaboration and opportunity does not happen if you do not announce your plans.

This time last year it was Mindy Kaling talking about everything at SXSW.

SXSW: That starts Friday with Interactive which is (ssshhhh don’t tell the Music) my favorite part. So many ideas and concepts and futuristic things are flying around it’s hard not to get excited and inspired. I’ve been picking out my schedule, but as my friend and fellow SXSW attendee Chad told me a couple of years ago, flexibility and spontaneity are key. Who knows what I’ll wander in on at the Convention Center. I think I’m focusing on a lot of film/TV stuff this year because face it: TV is KILLING IT in terms of fan acquisition and retention thanks to social media. Lessons to be learned.

Los Angeles: If you saw my Oprah Interview below, you know a little. I am heading to L.A. next month for my first time to meet, greet, network, play, and get a feel for the industry that exists there and dominates. Songwriting is fun. Getting those songs into the hands of people who can do great things with them…sounds super fun. I feel like a freshman on the first day of high school, but I’ll get the hang of it. My friend Toni Koch and her organization The Talent Tree are being a huge help in introducing me to all things Los Angeles. We’re gonna have us a time! (Anyone know anybody I should meet out there? I would like to meet them!)

SusanG: my hardcore love grows. Aside from gigging like a badass, Susan is doing a BUNCH of kids workshops this summer for the Real Life Real Music Camps, and she is also doing a songwriting workshop for adults in New Braunfels on April 17-18. This will be amazingly fun and a chance to stew in creativity for 2 days. Do it.

Social Thinkery: is humming along. I am thrilled to announce that the newest Thinkery client is Dana Cooper, who will be launching a crowd-funding campaign shortly for his new album (the awesomely titled Building a Human Being). There are a few new partnerships in the pipeline as well, and Howlin’ Dog Records is about to release 2-Bit Palmino’s stunning new CD and I am excited to work on that.

Cheers to a busy Spring…hope to see in one or more of these corners of the earth soon!


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Twitter: janapochop