Welcome Ariane Bicho, Director of Communications and Marketing

What goals/hopes do you have for this year as our new Director of Communications and Marketing?
This is a great question. By the end of the year, I’d like to have rooted a new communications infrastructure that fosters connection, inclusion and gives a human “face” to the Library brand, encouraging people to support and activate our mission. To be successful, we will need to consistently capture people’s attention by revealing the people, programs and values that make up who we are and why we are important. My hope is that creative ideas, content, and opportunities will freely flow from lots of places across the Library. As a community, we have an immediate opportunity to work together to rethink how we package and promote our event content in order to better serve the campus community and greater public. This project will certainly be a priority for me this year.

How has your prior experience prepared you for this role at the UCLA Library?
I’ve spent the vast majority of my career working in communications in higher education with a focus on the arts. My work has brought me countless opportunities to develop strategic communications programs in collaboration with a range of outstanding people, including faculty area experts, deans, executive boards, curators, professional artists, filmmakers, designers, writers, photographers, local government officials, students and other partners. Among my favorite positions was working as the Director of Communications for the UC Berkeley Art Museum and Pacific Film Archive. I think collecting museums such as BAMPFA have a lot in common with academic research libraries. Both function as research hubs and offer gathering spaces for dialogue; both acquire, steward and exhibit collections and present events; both create, share, and preserve knowledge, and both serve students, faculty and local and global communities. 

What things will you be tackling first? 
Over the course of the next three to four months, I’m focusing on building my UCLA Library knowledge-base. This is actually a lot of fun. It entails learning as much as I can about how the Library operates, meeting as many staff and librarians as possible in order to understand the impact and reach of our collective work, and to identify areas where we can grow our communications program. I also am in the process of scheduling times to tour each of the physical locations that comprise UCLA Library as well as completing pre-existing projects, such as fully implementing the new Library brand platform and elevating the Centennial Celebration initiative, OpenUCLA.

What are you currently reading/watching/listening to?
I recently read “How to Do Nothing: Resisting the Attention Economy,” by the Oakland-based artist and educator Jenny Odell. “The Uninhabitable Earth: Life After Warming,” by David Wallace Wells, is on my night table. I don’t watch much television, but I love The Crown and just finished season three. And I’m a big fan of KXLU 88.9 FM, which broadcasts from Loyola Marymount University.