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Another DAM Podcast interview with Alex Hauschild on Digital Asset Management

Listen to Alex Hauschild talk about Digital Asset Management

Transcript:

Henrik: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Alex Hauschild. Alex, how are you involved with Digital Asset Management?

Alex: I started out at UCSB Davidson Library working for Salvador Güereña. And he brought me on to do brochures and graphic arts and stuff for him and we hit it off up pretty good and during that time found out that a lot of my imaging experience from previous was what’s going to help him develop what was called a digital library at the time. And we did a couple of pilot projects and went from there and he encouraged me to get the… he tricked me into getting a library and information sciences degree and went from there. I ended up with the UCSB Art Museum doing architecture and design collections.

Worked with California digital library, developing some of their policy and content governance for the California Digital Library and Califas, which is basically a large multicultural archive online. And went from there. Around 2008, ended up going to…moved to Los Angeles, did a little trying to start my own publishing business for a while. They ended up with Motor Trend hot rod trying to save their archive and that was an amazing experience. And from there, just kept going through the entertainment industry, went to Dreamworks and from there Google.

Henrik: Alex, how does a multinational technology company use Digital Asset Management?

Alex: Well, that’s a crazy question. Basically, they use it in multiple different facets. There’s production pipelines. Might have heard the term creative value chains or creative value pipelines and these are basically the production from concept to final assets. And final assets actually can mean several different things. So they’re using Digital Asset Management all the way along the way and sometimes multiple case in multiple ways. They use it in project management and then they use it for distribution. I mean, the short answer is distribution in all cases. That’s what Digital Asset Management is all about. But depending on your user base, it depends on what that distribution is.

Henrik: Alex, What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Alex: That is a question that has two different parts. What are the challenges and successes for me and what are the challenges and successes in the field. For the field, I think what we’re seeing is more of a transition or more of a user-friendly attitude towards content management basically blends brand awareness and brand control with Digital Asset Management. We kind of transitioned into that from content management systems and just being…. seeing the potential for being able to distribute out to multiple users and multiple ways. Especially with… for the web or specifically for the web. For myself, it’s been a long road, so I’ve gone from creating digital library… Digital Asset Management systems before we had a term for them. I used to think of them as digital libraries and then kind of evolving with the industry as it transitioned into, I think basically going into distribution and then getting mixed with legal and I think maybe the challenges and obstacles we faced are now that we’re able to provide organized sets of assets on a massive scale, how can we protect the legal at that point and what kind of interaction with legal and licensing do we want to take? Or we the gatekeepers, are we the organizers? That’s really the fundamentals of the industry right now I think is can we transition as librarians, gatekeepers into a communicative role where we basically are helping users determine whether or not just where something is, but whether or not they can use it, so user control is a big deal now.

Henrik: Alex, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Alex: I mean, depending on which aspect of the industry they want to go in, there’s a big difference between academic and tech…technology fields where I’m at. I would get to know the marketing production, the process of it from content creation, which is at the producer level, at the project manager level and get to know how that works and how those assets are transferred from concept to creatives to postproduction. There’s so many tie-ins from asset producers who are creating images and handing them off multiple ways. Those handoffs become the critical mass for any assets, like who’s getting it, when they’re getting it and those are the timelines that you were working with. I think that those are really the things I would pay attention to if I was starting out. Now it’s can I get more involved in marketing and can I understand the marketing world because they’re the ones really creating these asset banks, really just get to know marketing agencies and how agencies work. It really becomes more of a people process when you understand why and when things are being made.

Henrik: Well, thanks Alex.

Alex: Thanks for having me.

Henrik: For more on this, visit anotherdampodcast.com. If you have any comments or questions, please send me an email at anotherdamblog@gmail.com. Thanks again.

 


 

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Another DAM Podcast interview with Alice Cameron on Digital Asset Management

Alice Cameron discusses Digital Asset Management

Transcript:

Henrik de Gyor:  This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Alice Cameron. Alice, how are you?

Alice Cameron:  I am doing well, Henrik. How are you?

Henrik de Gyor:  Great. Alice, how are you involved with Digital Asset Management?

Alice Cameron:  So I got involved with Digital Asset Management kind of haphazardly. I did my undergraduate degree in history and couldn’t quite decide what to do with that. I had always enjoyed library and archives, so decided to transfer that into a Masters in Library and Information Science [MLIS] at Dominican University, which is out in River Forest, Illinois. And from there, I actually had really good luck in my internship and ended up interning with WFMT radio to work with their Studs Terkel radio archive. So we worked in transcribing a lot of those interviews and it really opened my eyes to the world of what librarianship meant. And then I think unlike most grad students, was very luckily offered a position at McDonald’s global headquarters the day after I graduated with their DAM system. So something that I had never really known existed turned into my career. And from there, I began my work at Northwestern University.

Alice Cameron:  I currently run our Digital Asset Management system. I was brought on right before we signed with our vendor since we have over 36 marketing department alone and that’s outside of necessarily just regular schools and departments, each housing their own marketing content. It was very important that they had a centralized place where people were able to find what they needed and share what they needed, make sure it was stored properly. So it really went from the opposite that, that I am in, in global marketing, having this really incredible idea. And from there I implemented this system, I know run this system from day to day. There are a lot of different levels to have it. But my main approach and what encompasses all of it is kind of seeing the asset as a holistic life cycle and making sure that from creation to preservation we are handling the asset and the way that we should from beginning to end.

And now I’m also seeing, you know, we’re based that we can do that before the asset has even created. So, you know, when we’re scheduling photo shoots and things like that, making sure that for every step of the way, we’re doing all that we can to have it stored properly, to make sure that people are able to access what they need, to make sure that people cannot access what they’re supposed to and to use things in a way that are really going to help our brand, our help our university. So yeah, so a variety of different ways. I think as a DAM professionals see it.

Henrik de Gyor:  Alice, How does a premier research university use Digital Asset Management?

Alice Cameron:  So there are quite a few different ways. Really the most integral to us is, again, brand consistency. Making sure that, you know, since we do have so many different incredible institutions that we work with, having them all be able to access content immediately upon its creation and download it and use it in their marketing, in their presentations across the world. That’s really our main focus, for each of our schools, each of our departments and that encompasses all of our campuses. So since we are a universal university, we’re based in Qatar and we’re based in Evanston, in Chicago and also in San Francisco. So having a web platform where everybody can be on the same page, to make sure that our brand is being represented and the way that it should be is one of the best ways we can utilize the tool.

Henrik de Gyor:  What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Alice Cameron:  Just overall, again, I think that most people in the field can relate to it. There are again, just a lot of silos in organizations. It really needs to come from the top down. Throughout my career, I have seen it just kind of taper off though. So people are very excited about having a DAM and then the onboarding doesn’t go properly or people just kind of get stuck in workflows. It’s not necessarily anybody’s fault, but the way that DAMs are brought into any institution or organization. I think it’s really integral for that to be kind of a focus for anything to happen with it. You know you can buy a big expense system and if you don’t have anybody running it properly and you don’t have your employees or staff, they don’t have the ability to access things that they need to.

It’s not going to be used and it’s just kind of going to be another system that they have that they pay for that that doesn’t necessarily work for them. I think with that as well, having the professionals in the field, DAM is, in a lot of ways, it’s very old and it’s very new. So having people that have the right skill set is vital. I’ve been really, really fortunate to be able to partner with two different ALA-accredited library schools, graduate schools and to use their incredible students to help us with our system and to also kind of open up conversations with other organizations who need a DAM Professional. You know, there’s no real like here’s a website, go to here’s a here’s a degree that I can take. Things are popping up definitely, but there’s not kind of a, a strong group that is mandating or showing, you know, these are the necessary qualifications.

As I said earlier, kind of coming into this with a, with a library background, I didn’t know DAM existed, you know, I didn’t really realize what my degree would lead me to and when I look at it now, Oh wow, you know, this Masters in Library and Information Sciences [MLIS] is really a Masters in DAM for me. They’re all focusing now on, on metadata and taxonomy and all of these very integral things. And at the end of the day it’s so much about storing, preserving, getting access to information that’s really the highlight of librarianship, of being an archivist and also being a DAM professional. So I think just seeing kind of the crossover since so many people come into the field in different ways. A lot of photographers. Graphic designers. It really kind of fans all over the place. But I think the lack of having, you know, like kind of a central professional organization that can say, “Hey, look, here are the necessary qualifications for these people that you’ll want” can be definitely hard to overcome.

And it also makes it harder to explain to people what kind of, what we do when it’s often people are hired for a specific job and it ends up becoming something that DAM is the project, but then they are pulled into a lot of different directions and the DAM often loses its integrity and its usefulness. So I think it gets better explaining what the field requires of people is very important and I’d like to see that grow again. I’ve been able to do that, you know, with the students and connecting them with different groups. I know like Henry Stewart DAM, things like that are really great ways to kind of promote what will we do and show people how useful and you know, cost-effective it really is to have everything in one place. But yeah, I think that the struggle is really kind of the onboarding and also again, just showing people what it is that we do.

Henrik de Gyor:  And what advice would you like to share with DAM professionals and become aspiring DAM professionals?

Alice Cameron:  I would definitely say not to plug librarianship too much, but a lot of these schools are transferring their program, the names like iSchool, you know, information school, because there is so much data out there and we need to figure out what to do with all of it. So my advice would be get a Masters in Library and Information Science and focus in on DAM. Then come and take a practicum or do an internship. I do think that that’s really useful. Also trying to find places to learn more from other professionals. So much of this is networking and talking to others in the field about what they do. I’m very lucky again to work at an incredible university that gives me the opportunity to talk to other professionals at other universities who are doing the same thing and we’re able to see what missteps are there. What can we do better? What areas are you working in that maybe we’re not utilizing that or not leveraging? So definitely for people who want to become DAM professionals, I would say just doing the research and finding out what I needed and also seeing things from, again, this kind of much higher level perspective of, you know, not getting stuck in editing metadata and things like that that are, that are very necessary and it’s so important, but seeing kind of the longterm goal of what we’re hoping to do with assets is vitally important.

Henrik de Gyor:  Thanks Alice

Alice Cameron:  You’re very welcome.

Henrik de Gyor:  For more on this, visit anotherdampodcast.com for another 200 episodes and transcripts of the interviews. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.


 

Listen to Another DAM Podcast on Amazon AlexaApple PodcastsAudioBoomCastBoxGoogle Play,  RadioPublicRSSSpotify or TuneIn


 

Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.