Stockland Martel

With Le Book Connections—a trade show for “all professionals who commission talent”—coming up in New York next week, it seemed like a good time to check in with Michael Kazam, the international development director of Le Book (which he cofounded with Veronique Kolasa). Does he see signs of hope after a couple of lean years for the photo industry? Are printed sourcebooks relevant in the digital age? What will this year’s trade show offer? Michael’s answers to these questions and much more can be found in my email interview with him…

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Le Book Connections 2008 at the Puck Building in New York. Photo by Shaun Mader/PatrickMcMullan.com.

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Stockland Martel Blog: What will be new at Le Book Connections this year?

Michael Kazam: At Connections this year, at the demand of many of our visitors, we are working with Vimeo who are showcasing an area of companies specializing in design and motion. It is obvious that recent years have seen a push for layers of content in advertising, which is why it’s important that we offer the Connections visitor the opportunity to view photography, as well as cgi, video and motion graphics. This is the demand of the marketplace and we are pleased to be able to offer a viewing to visitors travelling in from across the country and around the world.

Other new elements include an even stronger international turnout – we have had a number of registrations from China, Japan, Canada, Latin America – expanding our reach and in turn offering this reach to our exhibitors is one of our primary goals. Creating interaction that might never take place otherwise.

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Maureen at Le Book Connections 2008 in New York. Photo by Shaun Mader/PatrickMcMullan.com.

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SMB: Le Book is also hosting something called Productions NYC, which is scheduled for the two days after Connections. Can you tell me about Productions NYC: who it’s for, what its mission is, and what attendees can expect?
MK: We are also very pleased to present our new event Productions. Thus, it is no longer just Connections, but a Festival Week by Le Book of events for the creative industry. Productions offers a showcase of production services ranging from hotels, production companies, retouchers, event producers studios and more. Guests will come to Connections to view creative talent – and Productions to view the best in services to produce those creative concepts.

Visitors to Productions include the advertising and marketing decision makers and opinion leaders who attend CONNECTIONS, as well as professionals seeking production services specifically – thus, photographers, photo producers, event producers and many more. Exhibitors can be viewed at www.lebook.com/connections
and www.lebook.com/productions

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SMB: There are also Connections shows in Paris and London. Can you tell me a bit about how they compare with the one here in New York?

MK: You missed Germany as well. Each market is different and each of our events are different.

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We just hosted our first Connections in Hamburg and had a strong turnout from German and Eastern European based brands – very auto related (BMW, Porsche, Mercedes), as well as big media and apparel companies (ie Puma, Hugo Boss, Adidas). Germany is attracted to a certain style of image and that was reflected through the exhibitors and visitors: www.lebook.com/connections/reporthamburg10

The UK event attracts many from Northern Europe – Sweden, Holland – and the choice of image is quite different as well.

The French event is a bit more fashion and beauty oriented attracting creatives from Italy, Spain and surrounding countries. All in all – through all the events, our goal is to attract creatives from all creative capitals – and each event is created to focus on particular styles and global regions.

SMB: The photo industry has been hit hard by the recession in the past two years. Have you noticed any specific signs that things are getting better?

MK: Yes, we have noticed signs that traditional advertising is increasing – ie catalogs – this is good news as many brands are starting to recover and invest in marketing they are familiar with. These same brands are also
starting to allocate budgets for new media and moving image which will create new opportunities – so very exciting times – and it is our mission to offer creatives around the world the opportunity to view all that talent
through our pages, on our site and at our events.

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Le Book Connections 2009 in New York at the Chelsea Art Museum. Photo by Whitney Kidder.

Stockland Martel's booth at last year's Connections in New York. Photo by Whitney Kidder.

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SMB: Where do printed sourcebooks fit in the digital age?

MK: It is our belief in this digital age, points of reference are needed more than ever before. Everybody is overwhelmed by content & imagery on their computer screens and/or mobile devices continuously. So the print serves the purpose of grabbing attention, jogging the memory as well as discovery, and pulling you to the web if you wish to see more.

In addition with such innovations as the tag – which we have included in our newest editions – a bridge has now been created allowing you to view a page in a publication and by scanning the tag immediately view additional layer of content and moving image, online. Please reference: www.vimeo.com/6636663

In addition with the re-launch of our website this year – offering a mobile version and expanded content and search tools, the event will be reinforced by online interaction via lebook.com..

We have always positioned LE BOOK as a collectors object – not simply a book to source talent – and by doing so have created a demand where creatives in the industry continuously request their copy year after year.

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SMB: Le Book offers a number of services to the creative community: the sourcebook, the trade show, and the website. Where does the sourcebook rank among these three businesses, and what is its role in Le Book’s business strategy?

MK: We don’t value one more than the other. Each service works hand in hand. The book has built our reputation over 30 years and global reach. It is our spirit and a collector’s piece that is referenced daily by the best in the industry to view some of the best international talent. It is a constant reminder of what we have to offer – an invitation on the desks of some of the very best in the industry to view on a daily basis and be reminded to attend our events, view work online, and much more.

It is for this reason we have recently started new editions, reinforcing our position in such regions as Germany, Eastern Europe as well as the West Coast and Asia. Through our NY, Paris, London and now Berlin and LA editions, we have constant reach on the desktops of decision makers and opinion leaders around the world.

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SMB: What is the role of the trade show in the digital age?

MK: The tradeshow will act as that meeting point to find all types of creative solutions – and as we continue to expand categorically and geographically, the direct interaction that the event allows to view talent, meet clients,
and develop contacts will become more and more valuable. Welcome to the world of Le Book. ;

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Connections Festival Week kicks off June 15 at the Puck Building in New York. More info here.

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Related:

• Le Book Launches German Edition

• Connections Conversation Series: “Images Making History,” featuring Neville Brody, Terry Jones, Giorgio De Mitri, and Erik Kessels.

• Video from Le Book Paris 2009

• A first-timer at Le Book Connections

• Forbes.com: “How the Creative Class Connects”

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