Using the Web to Empower Your Union Bruce Hembd March 27, 2008

YouTube Videos

Lately, I have taken things to the extreme and have produced short, 2-minute promotional videos, and have posted them on YouTube. With the huge resource of information that the AZOOMA website had become, I thought that converting some of our content into a visual medium would attract even more attention and more visitors to our site. It began as an experiment in something I had heard about but never tried – a "viral" campaign. Resembling television infomercials, these videos have made a tremendous impact. The combination of music, video, animation and voice-overs allows AZOOMA to effectively communicate a strong message in a very precise and memorable way. It began as a means to spread general information about AZOOMA, and has evolved into a very powerful negotiation tool. With a cleverly scripted video it is possible to "say" things without really "saying" them. Rhetorical text and symbolic imagery can take on a new and powerful life of their own; it is possible to relay messages that go beyond the page and really stick in people's heads. I will spare you the exhaustive details of how this was technically accomplished, but feel free to contact me if you want more information.

The Little Engine That Could

The AZOOMA website has been a great success on many levels. Besides raising public awareness of our organization, it has proved to be an excellent tool for orchestra morale and for negotiating with management. It unifies and gives the musicians hope during the roller coaster ride of negotiations. Just a decade ago, this kind of thing would have been unheard of. In the 21st century however, as more and more people of all ages gain access to high-speed Internet connections, a website can be a very powerful tool for musician organizations. For example, in a short time AZOOMA has managed to rise from being nearly anonymous to establishing itself as a widely-known, branded organization, both locally and nationally.

In the "big picture," whether or not AZOOMA's online efforts ultimately succeed in a contract resolution is really a moot point. What is important here is that musician organizations no longer need to remain silent, anonymous or afraid to make their positions known and heard. We can implement the same marketing tactics that managers use. Media outlets are no longer limited to the traditional newspaper and television models of the past. The Internet "levels the playing field" and provides exciting, new opportunities unheard of in the previous century. While management may have its marketing experts, all it takes to compete with their expertise is a handful of determined individuals willing to roll up their sleeves, take a risk, and dive in.

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