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Another DAM Podcast interview with Jay O’Brien on Digital Asset Management

Jay O’Brien discusses Digital Asset Management


Henrik de Gyor:  [0:01] This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Jay O’Brien.

Jay, how are you?

Jay O’Brien:  [0:09] I’m doing great. How are you?

Henrik:  [0:10] Great. Jay, how are you involved with Digital Asset Management?

Jay:  [0:14] In my role at the Baltimore Ravens, I’m the director of broadcasting and stadium productions. I fell into the Digital Asset Management role here. I started 11 years ago here as an intern, just logging tape, doing tape‑to‑tape editing and logging tape in the…I think it was AVID media logger.

[0:35] I got very good at Digital Asset Management in terms of typing out every single play of every single Ravens’ game. That’s how I became a stickler for asset management and also became a football fan.

[0:47] I say I fell into it, because Digital Asset Management, as I’ve advanced through the Ravens and now I’m in charge of the broadcasting department, we were faced with a situation where we basically had to make a move. The previous system we’re on was at its end of life and it was, of course, going to be a big investment to upgrade.

[1:06] I took on the role of learning as much as I could about all the new asset management systems that were out there. It’s pretty exciting. It’s not something I thought I would be interested in but I’ve been working with some great people at other teams, and with our consulting group that we used to implement this new system that we’re on.

[1:24] I’ve really learned a lot and there are some great people in the field like yourself who’ve been very, I guess, instrumental in helping me to learn as much as I can about this. Now, I wouldn’t in any respect call myself an expert. I’m an intermediate novice in this whole thing and learning more about it every day.

[1:38] Our primary objective here is to create great content. When we made this change, I guess more involved in automating our Digital Asset Management, helped us to get away from the tedious typing out every player’s name and to actually editing content.

Henrik:  [1:53] How does a football team use Digital Asset Management?

Jay:  [1:57] It’s pretty interesting. For an NFL team, there are actually two different video departments that are using Digital Asset Management for two completely different purposes.

[2:06] We have a coaching video department which is using Digital Asset Management to record every play from practice and every play from the games so that our coaches can then go through to analyze the plays for teaching and to get ready for future opponents and that type of thing.

[2:22] What my department does is more on the entertainment side. We create television shows that air in our local market here in Baltimore and Washington, DC, also on our team’s website and mobile app and iPad app and all that kind of good stuff. Then, we also create all the entertainment at our home games on our big screens and our ancillary video boards.

[2:47] What we’re using Digital Asset Management for is to capture all the footage that we shoot at practice, at games, off the field with our players doing work in the community and that sort of thing. We’re using Digital Asset Management to capture and tag all that media so that it’s very easily searchable for us.

[3:11] You don’t know that you need a shot until you need a shot. We were working on a feature this past season about our old national anthem singer who sang national anthem for the first 18 years of our franchise. We had logged the first game that he sang the national anthem.

[3:29] While you’re logging and tagging that asset, you’re probably thinking to yourself “When am I ever going to need this?” But you eventually do. I’m sure that the people that are for us doing a lot of loggings sometimes are thinking “Wow, they’re never going to use this clip.” Surprisingly, we often do.

[3:45] With a team that’s now in our 20th season of existence like the Baltimore Ravens, we’re getting to the point now where we’re doing a lot of look backs and in‑a‑moment‑in‑time of the most famous plays and players in our history. Without a robust Digital Asset Management system, we wouldn’t be able to create the content and the quality that our fans demand.

Henrik:  [4:06] Jay, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Jay:  [4:10] For us, the biggest challenge is, with this new system that we have, we’re utilizing the Levels Beyond Reach engine. But it gives you the chance to create as many metadata fields and as many metadata keywords as you want.

[4:24] That’s the challenge and the success of the new system. You want to be able to search by all sorts of different tags. You also don’t want to create too many that you get bogged down with it or that the tagging process takes such a long time that it becomes not very worthwhile.

[4:43] That was our big challenge with this new system. Now going back in time, before you were able to tag metadata using drop down menus and things like that, everything was manual. You were typing everything out. At least, we were.

[4:58] For example, we had someone logging for us back 10 years ago who spelt a certain player’s name wrong for the entire season and nobody caught it. That’s a big challenge because when we’re searching for that player’s name and we’re thinking, “We know this player had good plays during the year. Why aren’t any of them showing up in our asset manager?” It was all just because of a misspelling.

[5:19] That’s a challenge that we’ve certainly overcome now with this new system where we can easily load an Excel roster of our players and then you type in the first letter or two letters of the player’s name and you move on. This new system has saved us a lot of time.

[5:32] At the same time, when we were first establishing the system and determining what fields and what key words we wanted, I think at first we may have gotten too overly ambitious of creating so many different fields that it was taking longer for the first few weeks of our season to log our games and not less time, which is what we anticipated going into the season.

[5:54] We were logging everything from what color jerseys our players were wearing, what the weather was like. It’s really just trying to be ambitious without being overly so where it’s really costing you time and not saving you time.

Henrik:  [6:07] What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Jay:  [6:12] When we went through the process of choosing a new asset manager, we demoed as many of the new systems as we could. We also spoke with, in our case, other football teams that we knew had made this transition to a new system or teams that we knew were as robust as we are in terms of the amount of content we produce.

[6:33] Reach out to other people. Demoing is great and that was certainly helpful for us to demo every system we could. It was equally important for us to talk to people who have actually used the system, specific to our needs.

[6:46] We talked to some people who were using the system we went with and other systems but whose objectives are different than ours. What system may work for a sports team may not work for somebody who’s doing news programming or something like that.

[7:02] Reach out to as many people as you can who you think would be using the system for similar purposes. In our case, we leaned heavily on our consultant and integrator during the project to have them connect us to other sports leagues and organizations who we knew would be using the system for somewhat similar purposes.

[7:22] As I said before, as much as you can, figure out in advance what types of fields and key words you would like to use and have that all laid out. In our circumstance, we’re still evolving and we’re still adding metadata fields and key words and we’re removing some too. Don’t be afraid to do that and say, “This one is unimportant. We don’t really need this.”

[7:44] Those would be my two pieces of advice. It’s certainly a learning experience. This will be our sixth game of the season coming up. Just now we’re starting to get really into a flow and using the system in a way that is most beneficial to us.

Henrik:  [8:00] Thanks, Jay.

Jay:  [8:01] Thank you. Anytime.

Henrik:  [8:02] For more on this and other Digital Asset Management topics go to For this and 170 other podcast episodes, go to If you have any comments or questions, please feel free to reach out to me at Thanks again.

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Another DAM Podcast interview with Rubyliza Gaba on Digital Asset Management

Rubyliza Gaba discusses Digital Asset Management


Henrik de Gyor:  [0:02] This is Another DAM Podcast about digital asset management. I am Henrik de Gyor. Today I’m speaking with Rubyliza Gaba. Rubyliza, how are you?

Rubyliza Gaba:  [0:11] I’m good, how are you doing?

Henrik:  [0:13] Great. Rubyliza, how are you involved with digital asset management?

Rubyliza:  [0:17] I am the Digital Asset Archivist at Fossil. Aside from ingesting images and checking out metadata integrity, I also do training and troubleshoot any issues our local and global users encounter.

Henrik:  [0:31] How does an American designer and manufacturer of clothing and accessories use digital asset management?

Rubyliza:  [0:37] Our DAM is used as a centralized archival repository. It houses all of Fossil’s final product images across multiple brands and product categories. Internally, it’s used by multiple departments, both locally and internationally via our regional offices.

[0:57] Actually, Fossil’s DAM is fairly young, only being launched in early 2014. So Pre‑DAM it was a bit of a challenge to locate images after they were worked on and finalized. Images were housed in multiple locations, including internal file shares and external FTP servers. We also have an archive system where images were actually burnt onto physical CDs and DVDs for archival purposes. Of course, this process was plagued with issues such as media being mislabeled, or maybe being checked out and never returned.

[1:32] Now that the DAM is in place, our users simply search for the images that they need, and they download them in the format that they require.

Henrik:  [1:42] What are the biggest challenges and successes you’ve seen with DAM?

Rubyliza:  [1:45] I think the biggest challenge I’ve seen with the DAM system was change management. I can figure out system issues, but trying to introduce a new piece of technology to people, and convincing them that this system will actually help them was a bit tough.

[2:01] I completely understand that change is difficult sometimes. People are set in their own ways. They want to continue doing something that they’ve been doing for a while, because they know it works for them.

[2:13] When we were in the beginning stages of our implementation, we knew that user experience is the key to a successful DAM system. We wanted to make sure that our DAM would be easy for anyone to use, and in turn maybe ease any nervousness that they had for using a new system.

[2:32] What we did, my team and I, we set up meetings with our future users to discuss what they needed to be housed in the DAM, what functionality was required around that content, what pieces of metadata needed to be captured and how and when to capture it, and also the folder structure of the system.

[2:52] The final result is an interface that’s very sleek, and a search function that’s super simple to use. We found that with the proper training, users became more comfortable using our DAM.

[3:06] To us, user adoption is hugely important. We didn’t want to be to set in our own ways. We work with so many brands that are all individually unique. If something doesn’t work for a team, we’re always happy to discuss what needs to be done to provide the experience they expect from us.

[3:28] As for successes, I would have to say it’s knowing that people use our system. We’ve been getting pretty positive responses to it. Also, another success is seeing our user count grow. When we originally rolled out our DAM, it was only to a small group of users in our local offices. Now, our user number is in the thousands and span a global community.

[3:55] It’s really a great feeling to see something you’ve worked on so hard on it, just positively impact other people’s daily work processes. It’s been an amazing experience to be involved from day one, to be a part of the process and to watch our system grow into what it is today. It’s increased productivity across the board, and I really look forward to the future of our DAM.

Henrik:  [4:19] Excellent. Rubyliza, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Rubyliza:  [4:25] My advice is to network. That was the biggest advice given to me when I was in school. Networking is key, whether you are already a DAM professional or aspiring to be one. It’s always great to talk to others in our field. You can go to conferences, join organizations, and just meet each other face to face. We have a fantastic and supportive community out there, through my experiences.

[4:50] As for aspiring DAM professionals in school, I would get involved in volunteer work or internships. To me, you can have all the education in the world, but it’s that hands‑on training that helps. Also, it’s a good step towards building a network too. Also, work on that LinkedIn profile. LinkedIn, I think, is an amazing tool that not too many people are using, surprisingly.

“Always remember to be flexible.”

[5:15] Finally, remember when you do get the job, don’t get discouraged if you find yourself doing things that maybe aren’t always related to digital asset management. Always remember to be flexible.

Henrik:  [5:28] Great advice. Thanks, Rubyliza.

Rubyliza:  [5:30] Thank you. It was a pleasure to be a part of your podcast.

Henrik:  [5:33] For more on this and other digital asset management topics, log on to If you have any comments or questions about digital asset management, feel free to email me at For 150 other digital asset management podcast episodes, go to

Thanks again.

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Another DAM Podcast interview with Suzanne Smagala on Digital Asset Management

Suzanne Smagala discusses Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does an organization focused on entertainment use Digital Asset Management?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?


Henrik de Gyor: [0:01] This is Another DAM Podcast, about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Suzanne Smagala.
Suzanne, how are you?
Suzanne Smagala: [0:11] I’m great, Henrik. How are you?
Henrik: [0:12] Good. Suzanne, how are you involved with Digital Asset
Suzanne: [0:16] Well, basically I’m responsible for ingesting and processing
all the company digital assets. We use the Digital Asset Management system
MediaBin. I do a lot with asset retrieval and file delivery. I help write standards
and workflows for preservation and best practices. I also do a lot of work with
digital rights management.
Henrik: [0:33] Why does an organization focused on entertainment use Digital
Asset Management?
Suzanne: [0:39] I think the better question would be why wouldn’t we? So much
of our product is digital. We have a really huge web presence, with our Ripley’s.
com website. We do a lot with social media, with Facebook and Twitter. We
post videos on Vimeo. We also have a lot of videos that play right in our museums,
in our locations. We have a weekly podcast, a syndicated cartoon. We’re
developing a mobile app, set to launch this summer. We have a huge publishing
arm where we publish, on average, about five books a year. And not just in
print, but also a lot in eBook format. [1:09] We just have to think about all the
digital files that are associated with those endeavors. If you just take the eBook,
for example, we have design files of the page layouts, the graphic and image
files. We’re doing embedded video files for interactive features that correspond
to our apps. License rights to associate all the images that we have. All those
files need to be managed. We just saw a real need that a simple file server
couldn’t satisfy.
Henrik: [1:32] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Suzanne: [1:37] I can probably speak more to the people that are aspiring,
because I myself am fairly new in the field. I’m about a year or two in. I think
number one, education is key. It’s really the starting point. I got my degree, my
Master’s in Library and Information Sciences. I was fortunate enough to land a
great graduate assistantship, working for a special library for the Florida State
University School of Theater. [1:57] I spent a lot of my time cataloging special
collections. While I was cataloging using an integrated library system, I was
really able to easily translate those skills into the Digital Asset Management
world. It’s all about taking what you’ve done and being able to use it for something
different. I would say, seek out internships, network. LinkedIn is a great
tool. Join groups and other professional organizations.
[2:17] Stay on top of what’s going on in the field. Get to conferences if you can.
This is really a great time to be getting into this field. It’s just starting to emerge.
The demand is really high for qualified professionals, but opportunities aren’t
going to fall into your lap, so you need to be the one to make it happen.
Henrik: [2:31] Thanks, Suzanne.
Suzanne:  [2:32] Thank you.
Henrik: [2:34] For more on Digital Asset Management, log onto Another DAM Podcast is available on Audioboom,
iTunes and the Tech Podcast Network. If you have any comments or questions,
please feel free to email me at
Thanks again.

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Another DAM Podcast interview with Jennifer Tyner on Digital Asset Management

Jennifer Tyner discusses Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does a research university use Digital Asset Management?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?


Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Jennifer Tyner.
Jennifer, how are you?
Jennifer Tyner: [0:10] I’m great. How are you today?
Henrik: [0:11] Good. Jennifer, how are you involved with Digital Asset
Jennifer: [0:15] Well, I first became interested in Digital Asset Management
when I was in graduate school and I took a cataloguing class. I was just really
intrigued by it, because our professor showed us an example. Of course, he
used their real database they were using at the time in the Museum where he
worked, and he showed an example of a screen with an item, an object in their
collection, and how it was catalogued. [0:42] Then he showed another screen
where he had listed out the name of a provenance, a certain provenance. And
the name of this provenance or company that had donated materials to that
museum was written out at least 10 to 15 different ways. It was written sometimes
as two words or three words. Sometimes with hyphens. Sometimes all
as one word with no spaces, or a shortened word or an acronym. So over the
years, they had had multiple people entering this information. It was never written
the same way.
[1:21] That was just one example of how messy cataloguing can be. It was
also one of the things I worked on as an intern. I called it data cleanup. I primarily
have a photography background before that. I realized I wanted to
work with pictures, without being a photographer. Which is why I went into
the graduate program I went into. What’s funny is, now with my current job, I
work in the communications and marketing department, which is the Central
Communications Office for Georgia Institute of Technology, also known as
Georgia Tech for short.
[1:54] I do play part of a backup photographer, from time to time, when our staff
photographer is unavailable. But most of the time I do manage the digital photography
Henrik: [2:05] Why does a research university use Digital Asset Management?
Jennifer: [2:08] Why doesn’t every university need it, actually? Everybody
needs a Digital Asset Management of some sorts and should already have some
type of DAM or storage and retrieval method in place. Regardless of what type
of content you’re cataloguing and storing. In our case, I work in the Central
Communications Office of a large university. What I work with is the marketing
photography database, and it is an online system. It’s password protected for
all of our users, and our users are people on campus. They’re the people who
work in other departments and academic units because everyone needs to have
some type of marketing photography. [2:53] They use the photographs on their
websites. They use them in brochures and posters. They all try to promote their
areas or promote the university in some way or another. Our photography collection
really does have a wide range of audiences. They can be the students,
faculty, staff, media from off campus or perspective students, faculty, staff, and
of course alumni and donors.
[3:20] We have everything in our DAM from recruiting photography. For instance,
they could be students walking around on campus or participating in
activities on campus. Or they could be in classrooms, in research labs. We also
have annual events, special events, and also donor events catalogued in our
database. But not so much sports photography, and I won’t get into that now.
Jennifer: [3:46] It’s mainly because we have so many departments and units on
campus that many of them have their own photo archives. They hire their own
freelancers to take care of the photography needs, and it’s really quite like a
small city on our campus because it’s so large. So they really should have all
their own photographers because it’s not possible for our one staff photographer
to cover every single thing for every single department on our campus.
[4:16] About our current Digital Asset Management tool, it has been a wonderful
and effective system for our campus users. It’s been in place since the fall of
2009, and before that we did have another DAM tool, which I’ll talk about later.
But our current one is great. It’s quick. You can browse using a category tree.
You can use advanced word searches.
[4:41] This is far from [laughs] what it was like before, so I guess you have to
experience the bad to really appreciate the good. So it is a huge improvement
from our previous system. Our previous system was in place when I began here
in 2006, and on my first day I was told by IT that there would be no more upgrades
to that Digital Asset Management system.
[5:06] I panicked a little because I had heard about database migrations before.
When I was in grad school, I had heard professors talk about it and other
people in the field when we had guest speakers. They all did a lot of eye rolling
and, “Oh, yes. Database [laughs] migrations.” Even one internship, I was working
at a museum. I worked in the photographer services area of that museum. I
was in the database a lot. But actually, they had two databases. Why? Because
they were migrating from one system to another and it was taking longer
than they expected. They were still working from two systems. I had to learn
both systems.
[5:47] That’s when I learned, “Gosh, why isn’t this a simple process?” [laughs]
I also heard from one of my professors, when he spoke to us about database
migration, he said, “I hope you will never have to experience this, but considering
how young you all are, you’re going to have to experience this at some point
in your careers.” And he was absolutely right. When I first started here, I began
doing the research on different Digital Asset Management systems.
Jennifer: [6:12] I was benchmarking with other universities. When I called other
universities, I spoke to what I thought were my counterparts at other universities.
I heard, again, that migrations are far from easy. I spoke to one campus
who had migrated from scratch. They were working from discs and hard drives.
They moved everything from their hard drives onto the new system. He said,
“No, we started from scratch and it was not easy.” Because I thought that
it might be.
[6:42] Then I spoke to another university who said they had migrated from an
older system to a newer one. They said, “No. It was not easy.” So I knew that
no matter what, I would be up for a challenging and rewarding experience. And
it has been very rewarding. Because I also saw this as an opportunity to make
some better changes to our system and the way that things had been catalogued
before. Because I noticed, in our older system, we had a lot of problems.
[7:10] The same problems that I mentioned earlier, with the provenance being
listed out many different names. On our campus, as I’m sure on a lot of university
campuses, there are many departments and academic units that all have
acronyms. What I like to do is list out the full name of that department or the
event. We have events in buildings that also have acronyms or nicknames. So
that’s like three things right there.
Jennifer: [7:37] I can list out the full name for that building or event or department.
Then the acronym, then the nickname, if I know it. I can add those in the
tags, so that when people search for any of those things, those pictures will
come up. With our older system, I would type in, “The school of XYZ.” That
would be an acronym. I would see a few pictures there. Then I would type out
the full name of that particular school or program.
[8:05] Sometimes I would see the same pictures and sometimes I wouldn’t. So
this database migration was a good time to develop some kind of consistency.
Those small changes really do matter. One way I fixed this was by converting
some text fields to drop down menus. In our old system, we had just open box
text where you could just type in the information. That’s effective for descriptions,
but for things like copyright information or photographer’s name or so on,
something like that, that’s going to be just about the same every time, it works
best with a drop down menu.
[8:42] That way, there’s no mistake. You have the same thing every time. And
now our collection is growing almost daily. The important thing is the changes
that I made… I asked myself, “How do I maintain the constancy?” I got this great
new system to start with and that was one of the changes I’d made, with the
drop down menus and the event names. We have certain events on campus that
take place every single year, the same events.
Jennifer: [9:09] One of them, of course, would be commencement, and then
homecoming. So I go into the system every time, before I catalog these pictures
and I look and see, “How did I write that out last year? What tags and keywords
did I use to identify those pictures last time and the year before that?” I try to
stay consistent with keeping the same information or similar information for
these same annual events that take place.
[9:36] Because it wasn’t like that before. [laughs] I would search for something
like homecoming and I would see pictures from 2003 in one category and then
homecoming the following year. 2004 would be in a different category. And
written a little bit differently. Then keywords were in one set of photos that
weren’t in the other. And so on. That’s just one example. I do try hard to maintain
consistency. You would think it would be easy with just one person doing
the data entry, which would be me.
[10:06] But it’s really not that easy. I realized how quick it is to forget things
like that. That’s why I double check and recheck my work before I put it in
the database.
[10:17] We recently began integrating videos into our collection, before it was
just photography. We’ve just put a videos in, we’re experimenting with it. Our
database is fancy enough that we can play videos in it, store them in there,
download them from there.
[10:34] We only have a small sprinkling of videos in there, so things that I’m
asking myself now are “How should these videos described in catalogs, should
be done the same way as the photography?” It all comes down to the end
users, how will the end users want to search for these videos?
Jennifer: [10:55] Should I make a category tree that has categories for B roll
footage or final edited pieces? Should I have the category tree mimic the photography
category tree? We have ours listed out by things like events, the different
schools on campus, student life, and studying. That kind of thing.
[11:18] These are all questions I’m asking myself now because I know that this
video collection will continue to grow just like the photography collection.
[11:26] I’m also familiar with how difficult it can be to turn around and do something
different like “Oh, we’ve already cataloged about 1,000 videos, let’s turn
around and change the way this is being done.”
[11:37] That’s not an easy thing to do and no one wants to do that, so it is a really
a good idea to have a good plan in place before you begin, you can get all of
those questions out of the way early on. It’s even more difficult sometimes to
convince people you work with that it’s not a quick fix.
[11:58] Getting a new fancy database is not a magical like a feature that’s going
to make all of your problems disappear. You do have to look at these things,
and ask yourself these questions, and have a good plan in place before you just
start dumping photography and video in.
Henrik: [12:14] Jennifer, what advice would you like to share with DAM professionals
and people aspiring to be DAM professionals?
Jennifer: [12:19] Well the best advice I can give is be organized, consistent, and
the most important one, be patient. That patience can apply to a lot of things. It
can mean being patient with yourself, the people, your users who are using your
system. One thing I learned is that I initially never made it very clear how easy
it would be for our users to actually use our database. [12:51] And so when our
new system launched, we created some training videos that we posted online
because the system was so different, it had a different interface and it was a lot
fancier than what we had in place before.
[13:08] We had instructional videos, showing people how they can go into the
categories, do an advanced word search, create a saved set of photos or cart
so they can come back to it later, how to search by dates, or sort their search
results, which we certainly didn’t have in our previous database, which is an
excellent feature.
[13:32] Since it’s mostly photography in our system, it’s great to be able to sort
by creation date. The creation date is the date that the camera documents the
moment the shutter snapped.
[13:44] Since everything is digital now, when you have an order by creation date,
you’re looking at the most current down to the oldest and people want the
most current when they’re in PR.
Henrik: [13:53] Well thanks, Jennifer.
Jennifer: [13:55] Well, thank you for interviewing me.
Henrik de Gyor: [13:57] No problem. For more on this and other Digital Asset
Management topics, log onto Another DAM Podcast
is available on Audioboom, iTunes and the Tech Podcast Network. If you have any
comments or questions, feel free to email me at
Thanks again.

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