What’s It Really Like Being The Head of Content At MONA?
AUSTRALIA’S LEADING DESIGN SCHOOL SINCE 1987
If you’re chronically online, an entrepreneurial creative spirit, and not afraid to shake things up, you’ve got all the skills to absolutely crush it in a social media role. And one of the best roles out there is the Head of Content at the Museum of Old and New Art in Hobart, Tasmania.
We spoke to Liana Rossi, the creative and all-round badass in the job now, about what it’s like heading up the marketing and communications team at one of Australia’s most impressive museums.
She studied a Bachelor of Applied Design (now the Bachelor of Communication Design) at Billy Blue College of Design at Torrens University Australia and majored in Branded Environment, a hybrid between communications and commercial interior design.
Liana gave us all the goss about what it’s like to do her job, what kind of amazing projects she gets to be involved with, and what skills you need if you want a job like it.
What does a Head of Content do?
A Head of Content spearheads all of the projects that a creative team makes. They’re responsible for overseeing the production of the content, as well as knowing what an audience wants to see and how a brand can stand out.
“I lead lots of the productions so it’s prop-shopping, set building, styling, and wrangling everything the Head of Creative and Photographer/Videographer need to bring something to life,” says Liana. “Today, we’re building an elephant to put in a room. Last week, we shot a sunnies campaign at a regional fish and chip shop. Next week, we’re resurrecting a beer and a fashion shoot with model dogs.”
Liana wrote and produced this video about Tim, a human artwork who sat silent in MONA for six hours every day displaying his €150,000 (that’s over AU$277,000) back tattoo. She was the art director and writer for a video containing clues for a competition where MONA hid a Boeing 737 somewhere in Tasmania and gave away every seat to the person who found it. She’s also worked on a number of exhibitions and experiences at the museum.
It’s a broad job – you’ll be involved with every piece of content your team makes, which might include photography and videography, writing, graphic design, marketing materials, and more – and no two days are the same.
What’s the best part of the job?
If you love creating cool things, then there’s no better job than Head of Content. Not only do you get to flex your creative genius to make amazing things, but you get to lead a whole team of creative people and play a big role in deciding what content that team makes.
“It’s a very collaborative environment that means we get to make things together, as a team of experts,” says Liana. “In the four years I’ve been [at MONA], it has never felt static and I’m still learning new skills and getting smarter.”
Image: Jesse Hunniford, courtesy of the Museum of Old and New Art, Hobart, Tasmania, Australia
What’s the hardest part of the job?
Like with any leadership role, being a Head of Content comes with a lot of responsibility. But Liana says that one of the hardest parts of starting at MONA was breaking old habits.
“Prior to my time here – and I’m sure it’s the same for others – I became constrained by particular clients, budgets, parameters of reality. It’s not easy to break free and think big.”
Image: Jesse Hunniford, courtesy of the Museum of Old and New Art, Hobart, Tasmania, Australia
Heads of Content need to back themselves and their own creativity, which can be challenging. Liana has tips for how to set yourself up for success, starting with learning constantly – something she started doing while studying at Billy Blue.
“In one of my first classes a lecturer encouraged us to go out and get real world experience as soon as we could,” she says, “To be able to know by doing – literally learn something on the Tuesday and be putting it to work on the Wednesday – was invaluable to retaining and refining the skills I learned.”
How do you become a Head of Content?
It’s not an entry-level job, but there are plenty of degrees that give you a clear career progression into a Head of Content role, like Billy Blue’s Bachelor of Communication Design.
“We worked on real-world briefs with lecturers actively working in firms and agencies,” recalls Liana. “I remember working on a brief for Art Money, which is cool because I now own three paintings purchased through them. Big fan of full circle moments.”
You should also be prepared to work on a lot of projects and be comfortable quickly jumping between them. A Head of Content, like any creative job, relies on your audience, which can mean you’re always changing the way you do things. It can be intense but it’s also fun, very rewarding, and never boring.
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Adventure into communication design with Billy Blue and apply for a 50% Vogue Australia scholarship.
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(Lead image courtesy of Liana Rossi)