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La nueva promoción de artistas I | El Mundo de Wayne La nueva promoción de artistas I | Punto de encuentro sobre cooperación al desarrollo, conflictos, medio ambiente, cultura, tecnología y economía.
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Actualidad literaria »Cultura »

La nueva promoción de artistas I


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En el siglo XVI ni el escritor español Miguel de Cervantes ni el dramaturgo inglés William Shakespeare tuvieron que hacer grandes esfuerzos para promocionar su trabajo. Tan sólo acometieron lo que estaba a su alcance. El primero centró su ánimo en escribir la que se convertiría en la obra moderna por antonomasia: El ingenioso hidalgo Don Quijote de la Mancha.

El segundo, además de escribir, se dedicó a trabajar como dramaturgo y a dar vida a una compañía de teatro que recorrería los distintos escenarios de Reino Unido. En ambos casos, la actitud natural de artista –uno escribiendo y otro dirigiendo– fue pieza clave para que en la actualidad las obras de Shakespeare y Cervantes copen las estanterías del mundo entero.

En el siglo XXI, la cosa ha cambiado un poco. No es que los escritores abusen de vendedores de periódicos para que entre las calles y la gente promocionen su obra con un marketinizado grito: “Se vende. Se vende”. Pero sí que han optado por dar a conocer sus obras como si de una peli se tratase. El nuevo altavoz de las editoriales son los books trailers, una realidad que desde 2002 puebla Youtube aunque hasta 2005 no cogió un verdadero impulso.

El verdadero origen de esta invención, según los chismorreos internautas, es que Sheila Clover, una aspirante a novelista google, creó en 2002 el vocablo book trailer y su propia empresa –llamada ‘Circle of seven productions’– para promocionar libros con tráilers como los del cine, para captar la atención de los internautas y demas nativos digitales con dos mensajes muy claros: que recordaran el título del libro y el autor.

¿POR QUÉ TANTO DESMADRE?

Son distintas las razones que han impulsado a convertir Internet en el nuevo agente editorial de los escritores. Entre otras cosas, se ha dicho que los tráilers ayudan al lector potencial a conocer el libro, con Internet se abarca más, es una forma más cercana de atrapar al lector, su coste es menor que la publicidad tradicional y mucho más intrusiva, los formatos forman parte de los canales de entretenimiento…

Y esta retahíla de argumentos sirve de motivación tanto a editoriales pequeñas como grandes. Los escritores desconocidos aprovechan la libertad y gratuidad para crear su propio site y realizar su propio corto literario.

Estos trailers pueden ir desde la mera presentación a base de fotografías con audio hasta productos más hollywoodienses, como es el caso de los vídeos para bestsellers. Son un género publicitario en sí mismos con galardones propios como los Teen Book Video Awards patrocinados por las editoriales Random House y Booksellers.

Fuente de fotografía: orionwell.files.wordpress.com


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