Listen to Alex Hauschild talk about Digital Asset Management
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.
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