News & Stories

February Workshops for Artists at Creative Capital in NYC: Authentic Branding & Strategic Marketing

January 9, 2015

Creative Capital will host two workshops at our office space in New York City's Financial District during the month of February. We are thrilled to have Maxine Lapiduss here on February 4 for Authentic Branding, an evening workshop geared towards helping artists create a strategy to more effectively presents themselves and their work. And on February 28, Brian Tate and team will lead a full-day workshop based on his wildly popular Creative Capital webinar, The Seven Elements of Strategic Marketing.

Authentic Branding, with Maxine Lapiduss
When: Wednesday, February 4, 2014, 6:15-9:30pm
Where: Creative Capital, 15 Maiden Lane, 18th Floor, New York, NY 10038
Cost: $40, space is limited to the first 24 artists.
Register before January 17 for $35!

As a facilitator, Maxine has the uncanny ability to hone in on the essence of what we were trying to say, then to help us find a better way to express ourselves. 
- Nolan Haan, Participant, You Are Your Brand Workshop, with Maxine Lapiduss, 2013

Whether you know it or not, the moment you enter a room, people form an opinion about you. Only a fraction of your message is conveyed through the words you choose. What you wear, the energy and enthusiasm you convey, and how you engage others all affect how people respond to you. Corporations work exhaustively to calibrate and convey their brand. As artists we can employee the same approaches to communicate more clearly about our selves and our work. 

Maxine Lapiduss has spent the last 10 years as an entrepreneur, non-profit founder, and Creative Strategist. In addition, Maxine's highly successful TV writing and producing career spans over 25 years (Golden Globe winner, 4 Emmy nominations, Peoples Choice Award). Currently, Maxine is shuttling back and forth between Los Angeles, where she works in television and consults with clients, and Moscow where she is a Consultant for Sony International. Maxine is a Pittsburgh native and a graduate of Carnegie Mellon. Learn more about her work here.


The Seven Elements of Strategic Marketing,
Tools for Artists to Advance Their Careers and Communities
Led by Brian Tate, with k. Neycha Herford, Caroline Hendrix, and Kevin McAleer
 Saturday, February 28, 9:00am - 5:00pm
Where: Creative Capital, 15 Maiden Lane, 18th Floor, New York, NY 10038
Cost: This workshop is provided free of charge thanks to the support of Tequila Herradura as part of the 2014 Herradura Barrel Arts program.

The workshop is open to artists working in all disciplines and at all stages in their career, who have a project coming to fruition in the next 6 - 18 months. Space is limited to 24 participants who will be selected through a lottery process. In order to be included in the lottery, artists must complete the online registration form. 

It is important to hear someone reminding us to talk about our work in an empowered way.
In the fog of doubt in the studio it is always great to feel
reconnected to a supportive community through Creative Capital. 
- Participant, Seven Elements of Strategic Marketing, with Brian Tate Webinar, 2014 

Marketing is storytelling presented to a specific audience to drive a specific outcome. For that reason, it is often used by mainstream forces with commercial, cultural, or political agendas on how we live our lives. But if marketing can reinforce traditional narratives, it can also subvert them. This eight-hour workshop will examine the seven elements of strategic marketing, and how you can use them to design a marketing campaign for your specific project.

Brian Tate is a marketing strategist, musician, and culture creator. He is executive director of MAPP International Productions, a nonprofit producer of performing arts projects that raise critical consciousness and spark social change. He is singer-songwriter of the band, Shrine for the Black Madonna, and founder of The Tate Group, a consulting firm. Clients have included Creative Capital, Fractured Atlas, The Guggenheim Museum, the Romare Bearden Foundation, and Theatre Development Fund, among others. Projects he has created or produced include the Brooklyn New Music Festival, Curate NYC, the Dark Harvest Film Festival, and the Taste of DC Festival, among others. A skilled negotiator, Mr. Tate has raised millions in cash and media through deals with AT&T, Bloomberg LP, Deutsche Bank, NBC4, Pepsi-Cola, Target, Visa, and others.

For 17+ years, k. Neycha Herford, the founder and CEO of The ReMixed Life™ has helped thousands recreate their lives through  multiple  mediums including  transformational counseling, lifestyle coaching, writing, speaking, providing abbreviated advice for national radio and television audiences, as well as stirring provocative and compelling conversations as a skilled interviewer and lead moderator.

Caroline Hendrix is Special Projects Coordinator at the British Consulate General New York, where she manages events, projects and partnerships, and collaborates on communications strategy for the British government in NYC, including the recent visit of TRH The Duke and Duchess of Cambridge.  

Kevin McAleer is Digital Media Officer at the British Consulate General New York, producing creative online content to highlight the work of the UK government in the New York area, including all social media content, graphic design work, and photo and video production. 

This workshop has been made possible by a generous contribution from Tequila Herradura, in connection with the Herradura US Barrel Art Program.



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