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Tatlin’s Tower: the grand monument to socialism that never was – Big Think

In 1920, the Russian architect Vladimir Tatlin proudly unveiled the very first wooden model for the Monument to the Third International. The building, which would function as the new and improved headquarters of the Comintern, was planned to be built in the city of Petrograd, todays Saint Petersburg. Communist Party officials who came to review it offered mixed opinions. Leon Trotsky said Tatlins Tower, which would have dwarfed the Eiffel Tower in size, was impractical and romantic. His accomplices, Vladimir Lenin and Anatoly Lunacharsky, were a bit more enthusiastic; before them stood a visual representation of the communist utopia they were trying to create.

In order to appreciate the boldness of Tatlins design, one must first understand its historical context. Three years earlier, Bolshevik revolutionaries had staged a coup dtat that transformed Russia from a parliamentary democracy into a dictatorship of the proletariat. But while the country had become a one-party state, its people were far from unified. Czarist sympathizers, referred to as Whites, plotted to reinstall what remained of the Romanov dynasty. Other socialist organizations, sidelined by the Bolshevik takeover, resisted as well. A deadly civil war ensued, and while the Bolsheviks emerged victorious, their rule remained shaky. In order to truly win the peoples trust, they needed propaganda capable of instilling a new sense of national pride.

In order to achieve this, the Communist Party set up what historians now refer to as a program of Monumental Propaganda. Based on a series of pamphlets and speeches from Lenin, this program sought to replace memorials erected in honor of the czar with shrines devoted to Marxist-Leninist philosophy and the new form of government that had been built around it. As stated in the Great Soviet Encyclopedia, a typical Soviet monument functioned as a propaganda vehicle in the fight for victory of a new system, for enlightenment and education of the popular masses. Tatlin was the person put in charge of this program. He was a good choice.

Tatlin began his career as a painter. He mostly painted icons for churches of the Orthodox Christian faith, but eventually grew disillusioned with religious symbolism. Frustrated by the limitations of visual artforms and eager to make something that would have a direct impact on peoples lives, he developed an interest in architecture. Along with Kazimir Malevich, another painter and the creator of the famous Black Square, Tatlin was a key figure in Russian constructivism a forward-facing cultural movement that informed all aspects of the buildings Tatlin pitched his superiors. Of these, Tatlins Tower was considered the cream of the crop. Unfortunately, it was never built.

Tatlins vision for the Monument was unlike anything the world had ever seen. With a planned height of 400 meters, the building had the shape of two intertwining helixes. These helixes cradled four distinct, suspended structures. The spaces inside had unique purposes and were given different shapes. The first space, a cube located near to the base of the structure, would have been reserved for lectures, conferences, and legislatures. Located above the cube was a pyramid that could be used for executive party meetings. Above the pyramid was a cylinder that would have housed an information center that broadcasted news, declarations, and manifestos.

If completed, Tatlins Tower would have been both a testament to and an expression of early Soviet ideology. The building, constructivist in its design, would have been made entirely from locally sourced, materials. Where government buildings in capitalist countries were typically adorned with marble, ivory and other expensive materials, Tatlin wanted his tower to be made using materials that were staples of Soviet industry and, as such, had special significance to the working class. These included iron, steel, and glass. In an article written for the Slavic Review, Alexei Kurbanovsky noted that the structure, like the October Revolution itself, could be interpreted as a Freudian refutation of father-figures.

Tatlins Tower was designed during a time when Communist rule was still nascent and party leaders sought to establish a new and distinctly socialist identity through art. Until this point, wrote Allison McNearney in an article for The Daily Beast, the Soviets had commemorated their past in the same way as the czars before them: through paintings and sculptures that represented a particular person or a specific event. Tatlins Tower was unique precisely because it was nonrepresentational. Rather than depicting a single individual, the construction addressed an entire socioeconomic class of people.

Despite minor criticisms, Tatlins plans for the Monument were received enthusiastically by party officials. However, as plans for its construction began to take shape, the Bolsheviks quickly realized the project was, as Trotsky had stated from the start, more than a little overambitious. So overambitious, in fact, that it could never be completed. In her book, The Russian Experiment in Art, the art historian Camilla Grey stated that post-revolutionary Russia would go bankrupt if it tried to acquire the insane amounts of steel and iron needed for the towers skeletal framework.

Thats not even talking about the feats of engineering that Tatlin had incorporated in his design. Remember how the tower was actually made up of four separate structures suspended in the double helixes? Well, in Tatlins original design, each of these would have rotated on their axes, completing a full revolution in accordance with the importance of the institutions conducting their business on the inside. The cube that contains the legislature would have completed a full rotation once per year. The pyramid above, housing the offices of party executives, would have needed a month. The information center, located at the very peak, would have rotated once a day, offering a 360-degree view of Petrograd.

Although Tatlins Tower never came to fruition, it still made the strong impression its creator had desired. His design is considered a staple of Russian constructivism inspiring not only Russian designers but a whole host of modern architectural movements as well. The buildings shape has become instantly recognizable, even to people who know next to nothing about Soviet history. This is, perhaps, thanks to contemporary artists who have incorporated its image into their own work. Ai Weiweis statue, The Fountain of Light, on display at the Louvre in Abu Dhabi, is essentially a carbon copy of Tatlins Tower, albeit repurposed as a chandelier.

Ironically, one discipline the tower didnt much influence was Soviet art. After plans for its construction got scrapped, party officials decided to go into a new direction with their countrys cultural institutions. Where pioneers of abstract music, painting, literature, and architecture had initially fought alongside the Bolsheviks in their campaign to build a new world, they would soon be persecuted by the secret police of Joseph Stalin. Under Stalins rule, the Soviet Union doubled down on a style called Soviet realism. Tatlins inspiring futurism was exchanged for conventional, representational art work that made the reality of everyday Soviet life seem better than it really was.

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Tatlin's Tower: the grand monument to socialism that never was - Big Think

MDC’s BIT Center and Canva Offer Webinar on Social Media and Marketing Designs Oct. 15 – The Reporter

Miami, FL, Oct. 7, 2021 Miami Dade Colleges (MDC) Business Innovation & Technology (BIT) Centerin collaboration with graphic design platform Canvawill host a one-hour webinar to learn to produce visually exciting content brand campaigns for social media and other marketing designs onFriday, Oct. 15, from 12 1 p.m.The webinar is free and open to the general public.Register athttps://tinyurl.com/y9wdxcee.

This event is the first of several to come as result of a recently-established collaboration between the BIT Center and Canva that will provide many benefits for the MDC community, including free tutorial webinars for students and faculty once a semester, year-round and a digital curriculum to enhance MDCs Digital Marketing Specialist certificate.

The webinar will be led by Canva Studio Creative Lead Bryan Keplesky, who has nearly 20 years of experience as a designer, strategist, and creative director, producing brand campaigns for local start-ups, global companies, and everything in between. At Canva Studio, Bryan empowers brands to create unique designs and grow their businesses using the design platform. Prior to Canva Studio, he was Creative Director for Live Nations music festival division, overseeing global brands like Lollapalooza and Austin City Limits. Bryan has also produced brand work for Warby Parker, Verb Products, Texas Rangers Baseball, and more.

At Canva we are on a mission to empower everyone in the world to design anything and publish anywhere, and we are excited to have the largest community college in the country, Miami Dade College, partnering with us to train students on social media marketing. We look forward to partnering together in 2022, said Jason Wilmot, Head of Education at Canva.

MDCs state-of-the-art BIT Center explores the role of technology in digital transformation, process automation, and analytics in the ever-changing business landscape. The BIT Center is an initiative of MDCs Miguel B. Fernandez Family School of Global Business, Trade & Transportation and offers various programs and courses in three core areas marketing and digital marketing; banking and finance; and industry certifications.For a complete list of BIT Center courses and events, visitwww.mdc.edu/bitcenter.

For more informationabout the BIT Center, please contact Chechu Lasheras at 305-297-5696,jlashera@mdc.edu, or Max Ramirezrramirez2@mdc.edu.

WHAT: Webinar on Social Media and Marketing Designs

WHEN: Friday, Oct. 15, 12 1 p.m.

WHERE: Virtual event. Register at https://tinyurl.com/y9wdxcee

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MDC's BIT Center and Canva Offer Webinar on Social Media and Marketing Designs Oct. 15 - The Reporter

How Brands Can Leverage the Power of Social Media – The Business of Fashion

This #BoFLIVE event was based on the How to Build an Influencer Marketing Team and The Art of Going Dark on Social Media articles.

Instagram has long been the go-to platform for social media marketers. But while the photo-sharing app still holds sway, Instagram fatigue is undeniable, according to Sara Menouni, creative director of influencer marketing firm Ykone. Meanwhile, alternatives are are becoming increasingly popular. Apps like TikTok and engagement methods like livestreaming are seeing fast growth and some brands, including Bottega Veneta and Balenciaga, are opting for subversive strategies such as going dark on Instagram. Much also has changed about the type of influencers and content audiences are interested in, as well as the creative power influencers expect to have when working with brands.

Now its about ... moving forward: how do we work with influencers? What is our relationship like? What is the long-term advocacy side to it? said Menouni.

Brands need to adapt or risk losing young consumers. On the latest #BoFLive, BoF senior editorial associate Alexandra Mondalek discusses the dos and donts of the rapidly-evolving social media marketing industry with Menouni, Lissy Von Schwarzkopf, chief business officer at public relations firm Karla Otto and Sophie Abrahamsson, chief commercial officer of Bambuser, an e-commerce marketing firm.

Related Articles:

How to Build an Influencer Marketing Team

The Art of Going Dark on Social Media

To participate in #BoFLive, BoFs digital events series offering insight, advice and inspiration, visit our calendar where you can find details of upcoming digital events.

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How Brands Can Leverage the Power of Social Media - The Business of Fashion

How Peloton builds a community around health and wellness to craft its brand – CNBC

Cari Gundee rides her Peloton exercise bike at her home on April 06, 2020 in San Anselmo, California.

Ezra Shaw | Getty Images

Peloton wants to be known as a health and wellness company, not a fitness business, according to its chief marketing executive.

"We definitely want to make sure that we are reflecting the communities that we serve," Peloton's Chief Marketing Officer Dara Treseder told Julia Boorstin on Thursday during CNBC's CMO Exchange virtual event.

"One of the things I do with my marketing team is we debate ... and some people are like, 'We're a fitness company, and this is what it means to be fit.' And I have to be like, 'No, no, no. We are actually a health and wellness company, and that comes in different shapes and sizes.'"

Peloton has recently added "mood rides," which are geared to different emotions such as being happy, sad or calm. These rides as well as guided meditation classes are examples of how Peloton is trying to raise awareness around the importance of mental health, in addition to keeping in shape.

Treseder went on to say that Peloton's rampant growth during the pandemic largely stemmed from its loyal user base sharing their personal experiences with the brand. Peloton counts 2.33 million connected fitness subscribers people who own a Peloton product and also pay a monthly fee for access to the company's digital workout content.

"The reality is when you try to force something, it just doesn't work," she said. "So for us, that intentional cultivation of community is really focused on finding where there are organic sparks of connection within our member base, and then kind of pouring fuel on that ... shining a spotlight on those things."

Peloton has said it plans to soon ramp up spending on paid marketing, in order to advertise both its lower-priced Bike and its updated Tread machine.

But Peloton also uses its now-famous team of instructors to connect with members. The trainers are active across social media platforms and frequently interact with members online.

"We want them to be superstars," Treseder explained. "They're employees, and so they're invested in the success of the company. And we are invested in their success."

One instructor, Cody Rigsby, is competing on ABC's "Dancing with the Stars." Another, Alex Toussaint, was recently signed by the athletic apparel brand Puma.

"I give so much credit to John [Foley] because that's a very hard thing to do. ... The natural thing to do is to say let's control them, let's brand them," Treseder said about Peloton's CEO and how he thinks about the instructors. "The fact is, that actually doesn't work, and people can see right through that."

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How Peloton builds a community around health and wellness to craft its brand - CNBC

Yash Vashishtha Is All Set To Bring Revolution In Advertising & Marketing Industry With Social Matte Media – Telegraph India

ABP Digital Brand Studio | Published 07.10.21, 05:14 PM

They say that it requires a whole lot of determination and courage in ensuring that you live the life of your dreams and Yash Vashishtha is a living example of it. Hailing from Mumbai, the passionate guy has uplifted the market with his immense knowledge and passion. Currently, he is the owner of the leading social media marketing agency named Social Matte Media which is known for its innovative ideas to increase the reach of the brand.

With time, Yash has built a great team of experts who work diligently to help their clients in their businesses. The covid period has been a curse to every business including the advertising industry. Yash believes that Entrepreneurship is all about solving people's problems. Hence to tackle this problem, Yash came up with the startup which is Social Matte Media. It resolved the sudden pause in the advertising industry.

By converting the online information portals to marketing portals, Yash and his team took the initiative to be the change in the marketing and advertising industry. By creating media portals across several social media platforms including YouTube, Instagram, and Facebook, they ensure a wider reach of the client's project to the audience via a click.

When Yash was asked about how his solutions are going to benefit people in their businesses, he said, "Currently we have a network of more than 1000 media portals with an audience network of more than 800 Million. Our team has revolutionized the online advertising medium and has collaborated with brands through these media pages." Adding to this, the owner also claims to have monetized the existing media portals and has taken the initiative to provide businesses to all the existing and new clients.

When it comes to revenue generation, Yash revealed that Social Matte Media connects brands with the media portals that are willing to advertise their products via social media marketing at a nominal cost. With each deal, they cut out a certain percentage which they keep as their revenue.

Yash's startup is more than welcoming for the young talents across the globe. The owner claims that any number of people can join the firm to work online and earn money. Interested people can start working with them and they will guide you in your professional development. Social Matte Media is all set to bring revolution in the advertising and marketing industry and we all know that Yash won't stop till he takes the company to new heights.

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Yash Vashishtha Is All Set To Bring Revolution In Advertising & Marketing Industry With Social Matte Media - Telegraph India