Graduates showcase the UK's most exciting artists


28 April 2014

A business which gives a behind the scenes look at some of the UK’s most exciting up and coming artists has been launched by Aston and Birmingham City University graduates.   

Whitesao, developed by Perry White and supported by Aston graduate Arham Khan, showcases visual artists by producing short films about their work which are then disseminated online. 

The creative pair realised that illustrators, graphic designers, painters, printers and art organisations used very little video and film content to promote themselves, in sharp contrast to musicians, theatrical companies and filmmakers. 

To fill the void, Whitesao create videos tailored to each client. Their films often take wildly different forms – interviews, rarely seen glimpses of artists at work or preparing for exhibition launches, short-form documentaries – but they always seek to garner maximum exposure for their subjects. 

Perry, who has a background in fine art and design, said: “I found there was a frustrating lack of places to promote my own artwork using video online. Whitesao was established to offer artists a unique platform to enhance their marketing appeal and engage them with a wider audience. If you have a business in the visual arts or design area and are looking for video production, then choosing Whitesao will connect you with a host of other creative who are featured on the site. 

“We are currently in an era where video content is more effective and important than ever. Social media allows people to share videos at a click of a button. If your work is interesting it could go ‘viral’ in just a matter of hours. Our attention spans are small, so just hit us with the visuals!” 

Introducing The Loft - Birmingham, UK from Whitesao on Vimeo.

Whitesao are currently working with illustrator, Joe La Placastreet artist, Kef, and 3D designer, George McCallum. They have also made films for the influential illustration blog, Ape on the Moon, and the Loft Project, a brand new creative space in the heart of Birmingham.   

Perry and Arham, who completed a an MSc in Marketing at Aston and handles media and communications for Whitesao, met at a BSEEN (Birmingham Skills for Enterprise and Employability Network)business start-up event last year. BSEEN is a collaborative initiative, led by Aston University, that supports students and graduates who are setting-up businesses by offering mentoring, workshops, a business grant and workspace. It is part-funded by the European Regional Development Fund.

Currently, Whitesao is in the process of a rapid expansion. More filmmakers and editors have joined the company, which is founding a subsection devoted to video-based promotion of fashion brands and designers.   


For further media information, please contact Jonathan Garbett, Aston University Communications on 0121 204 4552 or [email protected]