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Framing artists
Arvind Iyer crafts celebrity sites that serve as online resumes
Velany Fernandes |
September 22, 2003 12:24 IST
The Web could be an artist's canvas or an entrepreneur's tool. For Arvind Iyer it is both.
Arvind is the Webmaster of official celebrity sites like those of Santosh Sivan, Ashley Rebello and Raghubir Yadav. His is notable for capturing the essence of the individual through "powerful written content and imagery".
It all began at 6.45 am on a rainy day. Filmmaker Santosh Sivan and Arvind were discussing how they could do "something different". That's when the idea of developing a site for Sivan took root.
Arvind believes "Developing a Web site involves an ideology that is at work behind every aspect of the site." Mundane information like awards and achievements can be found through a simple search. These have no place on Arvind's sites. Using the "creative freedom" his clients give him, Arvind approaches each site differently with the help of Muthukumaran, his "brilliant designer".
The official site of acclaimed danseuse Anita Ratnam offers no information about her, other than a series of 11 poems, which reflect her dance and a part of her life. Arvind explains, "On stage, Anita Ratnam is as powerful as Metallica. I translated that into poetry."
Gurudas Maan. The name itself brings to mind images of an energetic bhangra-pop star. But Arvind's picture of Maan captures him in a pensive mood, exploring the quiet, unknown side of the lively star.
In the Santosh Sivan site, Zen influences predominate. "Zen," says Arvind, "has depth. Yet it is very light. It is a paradox. I believe Santosh is like that -- a paradox."
It is the hidden side, the soul of these celebrities, that he tries to mirror. He wants people to read the veiled messages behind quotes, images and poems. This is creativity. This is clever marketing.
In Arvind's words, "These celebrities are brands in themselves. I 'aestheticise' and sell their potential."
The sites are a synthesis of creativity and commerce. They aim to attract the attention of the international market, especially the Europeans, to the talent in the Indian.
The ubiquitous Internet serves as the perfect billboard. Says Arvind, "Reason No 1 for choosing this medium: The outreach. Reason No 10: The outreach."
A filmmaker in a corner of the globe might be looking out for a certain kind of cinematographer. There might be such an artist in India. But how would he know?
The filmmaker searches in Google. Vinod Chopra's Web site shows up. He likes what he sees and then contacts Chopra through the site. A connection is established. Online presence pays off.
Some celebrities have already received feedback and work enquiries online. The Internet is proving to be the perfect platform for marketing talents and bagging international assignments.
Online contact facility is advantageous but there is the flipside: trash mail. Some of the messages that flow into the inboxes of these celebrities come from "idiots". But this is a small price to pay. The advantages of Internet publicity far exceed the drawbacks.
Arvind explains, "If you don't have a Web site, it is your loss. Though good cinema is being created in Bengal and Kerala, these films go largely unnoticed by the international community, because the people there do not use the Net to market their films. They do not realise that the Net offers big-time enhancement to work opportunities."
Arvind's ability to fuse creativity and commerce has got him international assignments. He says, "I am working on Web sites for a Malaysian painter, a Zen master from Japan called Tugiyama Ozo, a famous rock star who I cannot name right now and a child care centre in California."
Each of these sites will reflect the soul of the individual or organisation.
For fans, these sites are portraits of their idols. For celebrities, they are a creative way of selling their skills. If Indians wake up to the Internet's immense potential as a publicity tool, crossing over into world markets would be easier.