Toby Granger

Artist Statement and Bio

An artist statement is a direct, clear and simple way to inform your audience of your practice, research and your recent creative outputs. The statement ensures the artist themselves outlines the correct information regarding the medium, subject matter and interests that are attributed to their practice at the time of writing. Due to the constantly evolving work of practitioners, an artist statement requires regular updates and modifications to accommodate the current, ongoing aspects of the practice of the artist – the statement serves as a present-day representation of the individual, therefore at times becoming a demanding document for the artist. It is also worth noting the artist statement is a crucial aspect of a website for any creative practitioner, providing a concise and explanatory expression for the viewer of the website to read. Typically this will be within an ‘About’ section of the website or presented on the homepage for the viewer to immediately engage with. Within my website the artist statement is positioned within the former.

The artist statement is also beneficial for employers, associates or fellow creative practitioners to have in order to establish an understanding of the practice of the individual in addition to a serving as an aid in deciding whether the artist is suitable or appropriate for an opportunity being offered. A short biographical piece of information about the artist is also typically provided alongside the statement, or integrated within it.

Below is my artist statement, also available on my website, http://www.tobygranger.co.uk.

‘Toby Granger is a Ba (Hons) final year Fine Art student at the University of Suffolk, currently based in Essex.

The work of the artist examines their fixation with celebrity. Adopting photography, both moving and static, as his medium of choice, Toby uses his own para-social relationships with celebrities to inform his work which considers the themes of voyeurism, reverence and archival documentation. Influenced by artists such as Sam Taylor-Johnson and Tracey Moffatt, the artist typically employs polythene and found imagery to construct his works aided by the writings of Chris Rojek, Barrie Gunter and Pierre Bourdieu.

Recent works engage with filmic celebrity through a cyclical expansion of film as a medium and culture using leading narratives humorously due to the use of film star imagery. The photographic works reference film strips whilst employing the viewer/viewed complex to consider the voyeuristic quality of watching a celebrity through static imagery.’

Portraits For NHS Heroes – Reaching A New Demographic Through A Charitable Cause

Headed by artist Tom Croft, the Portraits for NHS Heroes project entails a free portrait by an artist or practicing creative for an NHS key worker. The project is based upon a means of thanking the key workers amidst the COVID-19 crisis. Using Instagram as the point of contact between artist and muse, the exchange is initiated by the green image of a traffic light system being posted, as shown below. This image alerts the audience to the free portrait, should they be an NHS key worker, along with the #portraitsfornhsheroes hashtag. The first NHS key worker to respond to this and contact the artist through direct message on the social media platform will receive the portrait. Once this contact has been fulfilled, the red image of the traffic light system, as shown below, will be posted to alert the audience to the offer being taken and the opportunity gone. The majority of the completed portraits are featured on the social media of the artist Tom Croft, Instagram stories, alongside the prospect of exhibiting all the completed portraits within a group exhibition in the future. The substantial Instagram following of Croft further enhances the audience interaction with the practice of the artist, allowing the work to be acknowledged by a new, significant demographic.

The Portraits for NHS Heroes project aims to provide practicing creatives with a means of saying thank you to key workers for their work within the current climate. However, this is also a highly beneficial opportunity for the professional practice of creative practitioners. The portrait will enable the creative practice of an artist to reach a new audience in terms of the NHS key worker paired with the artist and furthermore their coinciding social group – the work of the artist will be recognised, shared and engaged with by a new demographic who were not aware of such work before the Portraits for NHS Heroes project. Not only the key worker themselves however those close to such and the broader general public who are interested in the project. Furthermore, the prospect of a group exhibition headed by the founder of the project, artist Tom Croft, further develops this access to a new audience in terms of the exhibition developing curatorial skills and relationships amongst practicing creative professionals also featured.

Using my Instagram page to post the images provided by Tom Croft (above), the creation of which expanded upon within a previous blog post, enabled further interaction with my audience through joining a public-oriented and accessible initiative. This project demanded open access from the general public to the profile of the artist – Instagram provided such through the easily visible and widely accessible format.

Posting the initial image (above left) and alerting my audience to my participation within the project through the simultaneous hashtag, #portraitsfornhsheroes, I received an immediate response from an NHS key worker within fifteen minutes of such, evidencing the activity of my audience in terms of unknown individuals coming forward due to their interest within the project. Hence, I then posted the following image (above right) and began contact with the NHS key worker, establishing an acquaintance.

The portraits for NHS Heroes project allowed me access a new audience through charitable means, a free portrait as a means of appreciation for the work of the individual and the entirety of the broader NHS. Accessing this new demographic is strengthened by the prospect of a group exhibition which, as stated above, will develop curatorial skills and establish new relationships and opportunities through networking.

The basis of this project however is the means of thanking NHS workers within such unprecedented and unknown times, providing an insight into how creative practice can be utilised within such times as a means of improving societal relations and evidencing the appreciation of the general public for services and individuals typically taken for granted.

Instagram Analytics – Using The Results To Post At The Best Time

Following the use of Union Metrics to analyse my professional Instagram account and provide me with information regarding the content and audience interaction, I was able to establish the best time to post is Monday at 10pm. This time of posting generated the greatest level of response, recognition and interaction from my audience. Therefore, using this data I decided upon posting at this time as to achieve such a response from my audience again.

As shown in the top left corner of the images above, the time at which the photographs were posted was 10pm and so the recommendations of Union Metrics regarding the optimum time to post were met. Not shown above was the day, Monday 27th April.

Using Instagram analytics to post according to data ensures I am using social media efficiently and successfully in terms of posting when my audience are most probable to engage with, and respond to, my images. Monday at 10pm provides the greatest response from my audience and so repeatedly using this time of posting provides me with a greater understanding of the activity of my audience in addition to an increased probability of expanding such an audience.

As shown above, the post was comprised of multiple images to provide the audience with more material to engage with and respond to. Numerous images increases the probability of the audience finding an area of interest, applicable even to a series of photographs similar in visual (as shown above).

Instagram Analytics – How To Better Engage With My Audience

Instagram is a direct, clear and understandable means of expanding and interacting with my audience. However, it is possible for me to use the social media platform more efficiently as to further engage with my audience in terms of posting when people are most likely to be online or to post at a time that will register greater recognition and interaction. Hashtags, captions, content and regularity of posting can all aid the success of actively engaging with an audience. Of the various analytical services available, I used Union Metrics who provided a fast and concise analysis of my account which is still in early stages of development.

Union Metrics analysed five Instagram posts from March 31st to April 27th and provided me with the following information.

@tgranger_art Instagram Analytics provided by Union Metrics (2020) [Screenshots]

The data provided highlights faults in my use of Instagram, on average less than one post per day is evidently not aiding the expansion of an audience – more content will generate more interest, more followers and therefore a greater audience. More posts will ensure a greater presence. Interestingly, Monday at 10pm is the best time to post as this receives 8% more engagement than my average post. Also, as shown below, posting on Sundays at 9pm receives 6.5% more engagement than an average post, using this data I can now establish the best time to post on Instagram as to receive a greater response from my audience.

@tgranger_art Instagram Analytics provided by Union Metrics (2020) [Screenshot]

Further points of interest include the hashtags with most engagement, #digital, #maluma and #photography, suggesting it would be suitable to use these repeatedly or other similar and relevant hashtags to ensure greater engagement with my audience. Also, I need to utilise the comment section to initiate a written response and interact with my audience further – this is an aspect of Instagram that is mostly inactive and so to expand my audience it would be beneficial to consider how to use the comment section successfully.

Using Union Metrics to provide me with an analysis of my Instagram account has allowed me to consider how to better engage with my audience in terms of highlighting the best times to post as to attain a greater level of engagement. In addition, the service has alerted me to the most successful hashtags that attract most interaction. Also, the data has shown me it is necessary to post on a more regular basis and utilise the comment section as to create, expand and interact with my audience more successfully.

Art Prizes – The Advantages Of Entering Competitions

Having entered the Ashurst Emerging Artist Prize and Bloomberg New Contemporaries, the process of entering competitions alone can be a beneficial one, particularly if the shortlist is made or the competition is won. Entering such Art Prizes, despite an entrance fee, allows your practice to be seen by a new, greater demographic, as evidenced by the Ashurst Prize whose entrants receive a post of their work on their Instagram page with a 29.2k following. Feedback is also frequently given during the course of entering these competitions, aiding your practice through highlighting both positive and negative attributes of the work through constructive criticism. Receiving such feedback outside the University institution is hugely beneficial for the professional practice of an individual as aspects of the work unrecognised before will be brought to attention and resolved.

The applications for Art Prizes, despite at times lengthy and thorough, also encourage the individual to revise and consider their practice, artist statement and force the artist to engage with their work on a more considered level as to selectively choose the most successful, applicable pieces of work. As only small quantities of work can be entered, at times a single piece of work, the individual must be concise and critical in the selection of their work to be entered.

As mentioned, despite the entrance fee possibly being a hindrance, entering Art Prizes allows the work of an individual to be seen by a substantial, new audience in addition to encouraging an artist to refine their works and artist statement as to best represent themselves concisely. Furthermore, should a competition be won, or a shortlist be made, the benefits of such would be even greater.

https://www.artprize.co.uk

https://www.newcontemporaries.org.uk/submissions

Creating a Professional Instagram Page

Coinciding to the launch of a professional website, as expanded upon within a previous post, I decided upon creating an Instagram page to run concurrently to the website, it would feature the same works however also include further additions in terms of new works in progress and images showing the process and materials as opposed to images solely showing the completed final work.

Being new to Instagram, the process of creating an account was surprisingly straightforward, understandable and quick. Adding new images was also clear and simple, as was writing the appropriate captions and using the square format of the site to create a coherent, visually aligned page. During the creation and launch of the Instagram page features began to become evident, such as the use of hashtags and tagging people in relevant posts – it is also worth noting the Instagram account would be purely professional and relate to posts, both of my own and others I had liked or commented on, that were relevant to my practice and professional development only.

@tgranger_art Instagram Page

The use of Instagram within the professional practice of a creative, or any other individual, is a hugely beneficial outlet for broadcasting your work, connecting with relevant, similar individuals and groups and allowing your work to reach a new demographic. The process of creating the account is simple and clear and does not have any form of cost – it is a hugely advantageous outlet for practicing artists. Furthermore, links to websites or relevant online pages can be included with your account information at the top of the Instagram page should people want to view your practice further, as with my page in which I have included a link to my website.

It is the curation of the images, professional benefits of the site and success of the page that is of greater interest than the work itself in terms of professional practice.

https://www.instagram.com/tgranger_art/

Creating A Professional Artist Website

It is essential for any practicing artist to have a professional website especially within increasingly digitised times. The route in which to achieve a website was in need of consideration in terms of either choosing a website subscription service in which a fee is charged to use an existing template, as offered by companies such as Squarespace, GoDaddy or WordPress, or to build the website independently. Due to a lack of knowledge surrounding how to create websites and use computers on an advanced level, I decided to use a website building company for a monthly fee.

I decided upon using Squarespace after comparing different services in terms of cost, features and reviews. Utilising an existing template and service offered by a company was also decided due to the increased security when the website is made which isn’t available when independently making a website. Also, it is necessary to consider the cost of a domain in addition to the website – there were separate costs which needed to be considered.

Using Squarespace to create a website was simple, understandable and provided a significant range of choices in terms of website layout and general aesthetic. After selecting the appropriate template I began curating the homepage, inserting images of a photographic series (Plastic, 2019) and choosing the desired links to take the user to other pages of the website such as ‘Contact’ and ‘Blog’. Within this homepage, when an image is selected it is enlarged to fill the page and subsequent works can be viewed, with appropriate title and date, when the arrow keys on a computer are utilised. There is also an option of ‘PREV / NEXT’ to guide the user through the works or ‘SHOW THUMBNAILS’ to return to the original homepage with smaller images.

Sections such as the ‘Contact’ page were incredibly simple and efficient to construct with the page template being offered and relevant information, such as name and email address, being inserted quickly and easily. The website can be updated at any time, with additional pages being added and existing pages being modified – I intend to complete the website over a prolonged period as to ensure all relevant work and information is added correctly and so the website is inclusive of recent work.

Creating a professional website is incredibly simple when choosing to use a template offered by a website building company such as Squarespace. A website is a crucial aspect of being a creative individual as not only is it requested by many competitions upon entry however it is also necessary to have an online presence and method of allowing your work to be viewed by a wider audience. Also, the curation of the website can be modified to accommodate the individuality of the artist and aspects such as distinct features or layout could distinguish one individual artist from others.

https://www.tobygranger.co.uk

Artist Social Media – Olafur Eliasson Instagram Review

https://www.instagram.com/studioolafureliasson/ / @studioolafureliasson

The Instagram page of Olafur Eliasson is used to present and promote his recent works and relevant exhibitions. Professionally curated with clear, sharp images and the use of galleries (multiple images) and video formats establishes the social media page as considered and easily usable. When posting an image of a work the relevant information, such as medium, size and date are presented however within selected posts, as shown below, the author of the page provides a further, developed insight into the work with a longer, more substantial text. This is as successful as it is infrequent and hence does not overwhelm the user with text.

Studio Olafur Eliasson Instagram/ @studioolafureliasson

When selected, the link on the Instagram page takes the user to a webpage highlighting and expanding upon a recent work of the artist, The Glacier Melt Series (1999-2019), showing a considered use of the social media page in terms of offering the viewer of the work further material should they be interested. Also, the link is easily identifiable and works without fault, allowing access to this further material, as shown below, to be direct and quick. The webpage accessed after selecting this link is of a high standard with various page transitions, high quality images, videos and accessible tabs. The use of Instagram to provide the user with further material is a successful, engaging aspect of this social media page.

https://www.glaciermelt.is (2019)

https://www.glaciermelt.is

Artist Social Media – Shepard Fairey Instagram Review

https://www.instagram.com/obeygiant/?hl=en / Shepard Fairey (@obeygiant)

Using the social media platform to promote recent shows, works and events such as Art Basel (Miami, 2019), Live Transmission Radio Show appearance with Billy Idol (SiriusXM, 2019) and Facing the Giant: Three Decades Of Dissent & New Works Exhibition (Over the Influence Gallery, Los Angeles, 2019), Fairey utilises Instagram solely to promote and present his recent works and happenings. The social media page regularly and efficiently records seemingly all events and developments in his professional practice – exhibitions, commissions, publications and public works, some of which shown in developmental stages through video format, as shown below.

Shepard Fairey/ @obeygiant Instagram

Fairey posts on his certified Instagram page regularly, almost daily, and signs off each post written by himself accordingly, ‘-Shepard’, which permits a level of honesty and sincerity within the social media of the artist. As a viewer this allows for the work and presence of Fairey to be directly recognised and also for the viewer to recognise when the artist is absent or for when the social media is managed by someone other than the artist themselves. The authorship, ‘-Shepard’, establishes an integrity to the social media through seemingly proving the artist is managing and curating it independently and admitting to such.

Shepard Fairey/ @obeygiant Instagram

Many of the posts are however lengthy, one of which for example being 152 words, as shown above, and can allow the viewer to lose interest quickly, easily before reaching the end of the post itself. It is possible for Fairey to focus upon reducing his text to a concise, concentrated level which still mentions all intended aspects however within a more considered format. The length of the posts are a negative aspect of the Instagram page of Shepard Fairey.

Also to be mentioned is the considered incorporation of a link on the Instagram page taking the user to a website with various images. When one of these images is selected by the user, they are taken to a new page displaying relevant material to the selected image, for example further information regarding an exhibition or an online shop offering products to the user emblazoned with the works of Fairey. There is also an icon offering to take the user to the website of the artist.

Shepard Fairey/ @obeygiant Instagram

In summary, the Instagram page of artist Shepard Fairey is extremely successful, using the platform only to promote his work and recent professional happenings. The regularly updated page clearly labels all work and mentions all relevant information for the viewer to acknowledge where and how to access the work of the artist. Also, the link on the page allows the user to be taken to a webpage offering further insight into the posted images. A link within this new page is capable of showing the user the website of the artist – this has all been created and presented concisely and extremely successfully due to the ease of use and understanding for the user. However, one negative aspect of the artist’s social media is the length of the posts which at times are overwhelming and needlessly long for the viewer who is typically not motivated or willing to commit substantial time to the post. The delivery of the information would be more successful if it were concise, considered and compact.

Jake and Dinos Chapman Website

Entering the website the viewer is met with an automatic introduction before having to click to access the site itself which is concisely organised with three labelled images of different works – MINDERWERTIGKINDER – WOLF CHILD (2011), OLD KENT ROAD, 2014 (2013) and THE NATURE OF PARTICLES – 72403769 (2011). When selected, these images take the viewer to further images and details about the work. The home page of the website is uncluttered, concise and easily navigable.

The website has numerous engaging features, such as when the viewer hovers over the Jake and Dinos Chapman webpage title, the names become a search bar, as shown within the images below. Also, there is a small icon which, when hovered over by the user of the website, produces a menu with categories such as ‘Works’, ‘Exhibitions’, ‘Films’ and ‘Tags’ in addition to years ranging from 2006-2017 implying most recent years have not been updated or documented.

Homepage, Jake and Dinos Chapman (2019)

A negative aspect of the website is the recurring black and white face, as shown above, which repeatedly fills the entirety of the screen whilst trying to access different areas within the website. Seemingly a loading icon for when the website requires time to load, this feature is irritating for the user in addition to being inconvenient and tedious to remove or resolve. Despite this nuisance, the website of Jake and Dinos Chapman is mostly clearly structured, organised and manageable for the user of the site.

http://jakeanddinoschapman.com