In the popular imagination, bookshops in Notting Hill may be where bumbling Englishmen meet Hollywood filmstars. Last night it was where a bumbling art writer, played by myself, got to meet some of the UK’s most successful bloggers.
The venue was Book and Kitchen, who deserve props for the bohemian setting, mean jazz soundtrack and fantastic three course meal. Since there’s no such thing as a free meal, we bloggers were encouraged, between mouthfuls, to discuss our medium of choice.
You can check out the results on @blog10, an enterprising venture by a PR agency called Marmalade. There was a lot of talent and success in the room: from a book blogger who’s landed a UK and US publishing deal (Ann Morgan) to a young vlogger who has the brands queueing up to feature on her profit-making lifestyle blog (Abisole Amole).
Thankfully, eclectic London blogger Katie Antoniou had plenty to say, recalling the time when blogs first emerged as the honest antidote to “bullshit” editorial. (Integrity, it seems, is still a blogger’s best friend, even in the current climate of bribery and gifting.) “I don’t have the ego for journalism,” she explained, which seemed to resonate around the table.
Rona Wheeldon has a niche even more obscure than contemporary art. She is a flower blogger, who waxed lyrical about the potential for filming posts and hosting a YouTube channel. “Vlogs can show emotion!” she insisted, even though last time I checked, the written word can sometimes do the same.
Things turned comic when book bloggers Morgan and Kim Forrester revealed statistical spikes from wayward web users who stumble upon their sites in search of resources for sex tourism. We laughed about it, but it was a reminder that despite its academic origins, the web is still not the best place for serious discussions. Nevertheless, with their literate audiences, both bloggers have built readership and communities within their crowded field.
Indeed it was widely reported that finding an audience and a network of peers could still be the number one reason for starting a blog. Even if in recent years comments are very hard to come by (“Who’s got time to comment?” we asked). Time is an increasing issue, as one faces the introduction of a two speed internet where large web corporations choke smaller players. Morgan raised fears of losing the level playing field bloggers now enjoy.
Several of us bemoaned the encroachment of social media ads and promoted posts. The latest platform to introduce ads appears to be Instagram. Starbucks and UK supermarket Waitrose had reached out to a couple of the photobloggers among us. Although to be fair, their presence wasn’t totally unwelcome. Amole revealed a thriving existence of the coffee giants’ #redcups hashtag. She is relaxed about it.
As the meal drew to a close we took questions about blogging from twitter. One eager user requested three tips from each of us in turn. Find a niche. Use social media. Build a brand. The wisdom was flowing by this point. But perhaps interiors blogger Kate Baxter had the last word. Don’t get into blogging to get free stuff or money. It probably won’t happen. You may however one day be invited to a West London blogging salon. Things could be worse.
GuestÂ PostÂ by Mark Sheerin
Art needs networks, and the 20th century testifies to that. There could never have been a lone fauvist, a solitary cubist, an isolated futurist, etc, etc. The avant garde loves company, and, without it, could never have made the great strides which came along with modernity.
Now we live in a different landscape. Cafes have become corporate part-time creches and third place venues for business meetings. Cigarettes and pipes, both intellectual props, are banned. And just try paying for your triple shot latte with a sketch, it canâ€™t be done.
The avant garde have been in retreat everywhere for decades now. So it is good news to have some networking technology which might serve as a focal point for new visual ideas. So brew your own coffee, and read on, then redirect your browser to ArtStack here.
â€œHow do these groups of people come together?â€ asks Co-Founder Ezra Konvitz. â€œWhat do they come together around, what was the particular moment where you have a group of people who have all converged around an idea?â€
Some journals and meeting places may still exist, but these days many artists find it just as easy to share works, inspiration and ideas online. Like any social network worth its salt, Konvitz says his project hopes to replicate the social dimension of the real world.
For those new to ArtStack, the beta-stage website is a minimal, intuitive platform on which you can post images of your favorite art and browse those pertaining to other avant garde spirits. But I jest; the site is not at all elitist.
It is instead a space where you might find super-curator Hans Ulrich Obristâ€™s profile along with those of well-known artists from around the globe and emerging names from the most far flung parts.
â€œWhatâ€™s really cool now is youâ€™ve got people from Australia talking to people who are in New York and collaborating on shows. Itâ€™s so quick now,â€ says thirty-something Konvitz, whose democratic start-up is the fruits of a Masters in Art History and a timely enthusiasm for new and social media.
He talks of providing young people and other outsiders with, â€œthe inspiration to go and be an artist, to go and be a curator, to get involved with artâ€. You donâ€™t need a residence in a capital of culture to participate; ArtStack brings together people from 198 countries.
Konvitz is under no illusion that his site will replace the first-hand experience of a gallery. â€œOf course, real world interaction is always stronger,â€ he says. â€œBeing able to have a conversation with somebody, or to see something in real life, is always going to trump an online interaction.â€
And yet research has shown that some 60 percent of visitors to a show at Tate Liverpool, previewed online, said that seeing the displays online made them more likely make a visit.
At a later point in our conversation, Konvitz compares visiting an exhibition to experiencing live music. Jpegs and mp3s can help make you familiar with the work, but a live experience is always something special.
Perhaps it is inevitable, but the musical comparison brings to mind the rapid rise of band Arctic Monkeys, thanks to a page on music networking site MySpace. Anecdotal evidence suggests ArtStack has hooked up artists with curators, but the art world is still waiting for the meteoric artist without gallery representation.
However, interested parties might still learn something from a check-in with the websiteâ€™s trending page. Major exhibitions in major cities tend to drive traffic to certain artists. â€œItâ€™s a good way to keep tabs on whatâ€™s going on in the world,â€ says Konvitz.
It also offers the chance to see much loved works in new contexts â€“ 3D pieces and video are both well served. â€œYou can see a sculpture from the front, from the back, during daylight, at night, when it was in France, when it was in New York,â€ says Konvitz,
â€œItâ€™s nice to get more of a rounded experience of a work or to view video art in your living room.â€ Indeed, to visit a page on which Giotto could rubÂ shoulders with a 21st century art student is the most rounded of experiences.
â€œFinding the way in which artists can have that success and connect with the people who will make a difference to them is a really important thingâ€, Konvitz says. Avant garde movements may be a thing of the past. But, all the same, you might watch this virtual space and hope.
Mark Sheerin is an art writer from Brighton, UK. He can also be found on Culture24, Hyperallergic, Frame & Reference and his own blog criticismism.com
March 25, 2013 · Print This Article
In the past couple weeks a myriad of media outlets have been chomping at the bit to comment on the first sale of a piece of art made on the rapidly rising social media platform Vine.Â The work in question was made by Angela Washko and presented at the Moving Image Fair by Kyle Chayka and Marina Galperina in their Shortest Video Art Ever Sold (SVAES for short) booth produced in collaboration with Postmasters Gallery. The sale of the work has been quickly marked as an easy target for many critical articles for a variety of reasons, however I feel that most takes have missed some of the more salient issues that surround this sale. I sought out Chayka, Galperina, and Washko to discuss not only their intentions with the project but also to examine what exactly this sale might signal in terms of a potential future for new media art production and saleability.
Before continuing, I feel itâ€™s important for me to say that I have serious misgivings about what the gesture of this sale means for contemporary digital art. That being said, I feel like the media coverage of this event hasnâ€™t given the participants a proper due, or has often been delivered from a somewhat askew and reactionary perspective (which I also might be guilty of). Although what follows is not an attempt to â€œget the story straight,â€ Iâ€™ll try to curb my personal trepidations in favor of unpacking the intentions of this project. Discussing the implications of this sale â€“ albeit from my hesitant vantage point â€“ come from an underlying respect for the curators to find ways of challenging media art and itâ€™s location within a contemporary market.
On first glance, SVAES presents itself as a very self-assured project in that it immediately places these works in the context of purchasing and ownership. As a markedly youthful project, SVAES revolves around showing Vine as a kind of media art shopping-network/sketchpad. The rapid adoption of this product by artists working online (from Ryder Ripps to Rollin Leonard) seemed of particular interest and importance for the curators. In our conversation over email, Chayka maintains that his and Galperinaâ€™s intention was always aimed at being tongue-in-cheek. Through employing this trending technology, Chayka articulates how initially the idea of asking artists to use Vine was a way of creating a semi-satirical entry point for this type of work within a larger art market:
I don’t think SVAES was trying to present any particular kind of aesthetic or enforce a style; it was just about giving artists an opportunity to try something different, more improvisatory. For many of the artists, video isn’t even their primary medium. This is more like a quick, expressive sketch, a video doodle, which seems like what Vine is made for.
Much of the press around SVAES positions the booth not only as aÂ â€“ in my mind seemingly unnecessaryÂ â€“ bridge between video art and netart (as Chayka articulates) but also as a way for fairs to start to include artists primarily working through the web. This kind of representation of a netart community points to the abnormality of netart to be shown within the art fair circuit (artists participating either lack typical gallery representation or have decided to work outside of/parallel to traditional art markets). A result of this representation â€“ combined with the curatorial decisions of Chayka and Galperina â€“ is that the booth acted not only as a segue for netartist to be considered within a video art context, but also served as one of the first representational outposts of this generation of artists within a bigger art market. There have been other efforts and offshoots, including LikeArtBasel, but the specific intentions combined with internal support from the Moving Image fair mark it in specifically unique ways. As a result, the SVAES project coyly suggests to the traditional art world a need for opening up traditional methods of distribution for the sake of staving off cultural obsolescence.
This attempt at expanding horizons was a particularly important gesture for Chayka, especially when considering how digital art inherently disrupts the standard channels of art collection and distribution. An important aspect of this disruption comes from the way that the curators dealt with asking artists to use this social media platform. Artists participating in SVAES withheld their videos from public consumption, only to be viewable at the Moving Image booth. If a work was purchased, however, the responsibility of distribution and hosting was put to the collector.:
The social media tie meant that until the piece was bought, you couldn’t see it online â€” the artist couldn’t publish it, no one could share it, it functionally only existed in the gallery space, it had scarcity. But then when it was bought it was put online instead of taken off, with the imprimatur of the collector. Collecting is at times a very public act, and people should be proud of the art they buy and the artists they support. Through the Vine format and the SVAES project, we mad a meaningful way for them to do that.
The proposed, and eventual, collector had the choice of reposting the video back to Vine or to keep the work within private circulation. The sale of a work implicates the collector in deciding whether or not to allow the work to return to its native networked environment. This curatorial decision is where â€“ in my opinion – the art in SVAES lives.
The unfortunate result of this artistic gesture is that it inadvertently undermines the work of the individual artist. In other words, Washkoâ€™s work â€“ and other SVAES pieces â€“ becomes a foil for a curatorial critique of the art market. Washkoâ€™s Vine is rendered somewhat irrelevant as soon as it is sold since the work no longer becomes about the artists and their piece, but more about the curators and the collector; at least this shift is where we find ourselves after the purchase has been complete. This process is not exclusive to SVAES as a model/format, but I wonder if the execution of this project is just highlighting an already standardized procedure within contemporary art sales in the form of an intentional gesture. If this is the case, maybe Iâ€™m not giving enough credit to SVAES. Even if this were so, the agendas involved in SVAES speak more directly to collection, distribution, or the way the net is expanding these horizons, and not to the content of each piece.
This is particularly worth noting given the content of Washkoâ€™s piece, entitled Tits on Tits on Ikea. The work, a shortened alternative of a longer video, was in part made â€œas a reaction to all of the [already existing] homemade porn vines,â€ while also following in a line of feminist investigation/criticism that informs Washkoâ€™s practice. To undercut this content seems to work against the artistâ€™s intentions of reflecting on this platform and the performative possibilities of short-form networked-video. When asked about the altered status of the work, Washko shared her ambivalent feelings about the overall process:
The thing that is important to [the Moving Image Fair] is that this so-called groundbreaking “Vine-art sale” happened within a framework they own.Â So it feels especially shitty when I’m not getting any love from them and also taking all of the heat for this project in several extremely spiteful articles, which I must admit are fun to deconstruct and respond directly to. I am thankful for having a very supportive community who are talking to me a lot about this experience as I try to process it, because it’s been really weirdâ€¦ this unexpected media response to this piece was really hard for me in a way, because this was a work I wasn’t ready to talk about yet.
Washko continued to explain how the sale of her vine went to a collector who has previously supported her work (Myriam Vanneschi), and that the $200 sale was a particularly personal gesture of a sustained artist-collector relationship. More importantly, the pointed backlash against Washko as an artists (as opposed to Vine as a product, or the Moving Image Fair as a cultural institution), strikes a disturbing chord since SVAES as a projects wants to critique institutions and not makers. Perhaps the vehement misrepresentation of the work and of SVAES speaks to the problems of presenting and selling work that embraces the sketching quality of Vine that Chayka discusses above. In my mind, relying on social networking as the primary platform of creative production is in itself a pressing problem within online art communities, and should be viewed as one of the primary sources of skepticism put toward this medium. Washko, however, discusses how this reliance is now part and parcel for how artwork is being made online:
We are already reliant on facebook/twitter/whatever to distribute work because the gallery system doesn’t support this kind of work and we realize that we have access to like-minded artists across the globe, and we can support each other by helping to find contexts where this work will be supported for each other.Â I think it is surely problematic to reinforce the value of these branded, evil(!) channels, however it is hard to deny the benefits they have to broadening audiences and finding better contexts for work.Â
Perhaps the underlying problem here is that artists working online (at least in America) have decided to choose either gallery representation or social media; both formats necessitating a sidelining of personal politics in favor of reaching a larger and more lucrative audience. For those that choose social media in favor of traditional gallery representation, the artist is left in a particularly vulnerable position since their personal web presences acts as a stand-in for institutional safeguarding (i.e., a museum or curator can take the brunt of criticism and not the individual artist). The sacrifice is becoming more and more daunting as issues of digital ownership and intellectual property online are quickly mounting an End User License Agreement event horizon. The problematic that Washnko describes is perhaps the central location of where my reservation against SVAES lies. When an artist makes work specifically for the context of any given social platform â€“ whether by choice or by invitation â€“ the work unintentionally becomes a supporter of that brand. Perhaps the most troubling thing is the willingness on the part of the artist or curator to submit themselves to the whim of a more dominant cultural identity like Facebook.
This is particularly the case when a work made with social media does not address the material specifics of that platform. At the opening comments at the Tumblr Art Symposium held at 319 Scholes, Christiane Paul addressed how few artists working in social media actually use the infrastructure or material of that media as a resource of creativity (a telling differentiation between the current generation of netartists and their predecessors). Paul quipped (and I’m paraphrasing here), â€œAre we really talking about Tumblr Art, or merely talking about art on Tumblr?â€ To that end, if artists online are willing to be making work using social media platforms, then how is that work reflecting on the platform on which they are distributing? More importantly are we even at the point now where questions like this are still relevant? Although SVAES is moving toward this critical position by questioning distribution, access, and ownership, in doing so it renders the content of each individual work as negligible and ultimately subservient to being just another vine in a digital bramble.
Just a few quick newsy items for this midweek:
*First up, the most significant story of the week (to my mind): Columbia College Journalism professor Dan Sinker — the founder of Punk Planet, no less — was revealed as the @MayorEmanuel Tweeter! Sinker’s fake mayor Twitter persona was the most brilliantly literary use of Twitter I’ve yet seen -Â punk rock to the core. For further background on the @MayorEmanuel saga, check out his (now defunct) Twitter feed, as well as this annotated, archivable version of those same Tweets on Snarkmarket, and listen to WBEZ Radio’s interview with Sinker on Eight Forty-Eight here.
*On to somewhat more relevant news: The Illinois Arts Council has announced its first round of FY2011 grants, awarding 725 grants totaling over $7,567,938. Click here to see the full rundown of awardees county-by-county. The big question is: how long will it take for awardees to receive their funds? See this July, 2010 article in Time Out to learn more about the IAC’s ongoing budget woes due to the state of Illinois’ economic crisis. Key ‘graph from Time Out’s piece:
“While the agencyâ€™s budget has crept back up to $8.5 million for fiscal 2011, [IAC Executive Director] Scrogum warns that Quinn probably will impose a â€œreserveâ€ on grants, freezing recipientsâ€™ access to at least five percent of the money until the stateâ€™s finances improve. Fiscal 2011 applications were due in April; our sourcesâ€™ pessimism about them appears justified. â€œWe donâ€™t know how much will be available to award,â€ Scrogum admits, â€œand even once that is known, [we still wonâ€™t be] able to predict how long itâ€™s going to take for those grants to be paid.â€
For further background, listen to Richard Holland’s interview with the IAC’s Executive Director Terry Scrogum about the funding crisis in Episode 205 of Bad at Sports’ podcast.
*Arts writers declare ‘strike’ against Huffington Post.Â Make sure to read the comments (there are surprisingly few – maybe that tells ya something), as they provide interesting points of view on the debate.
*David Alan Robertson, The Ellen Philips Katz Director of the Mary and Leigh Block Museum of Art, will step down effective December 31, 2011, as stated in a press release issued by Northwestern University.
Kate has done her 30 days, she has her $10,000 and I am sure a stack of non-disclosure agreements signed. The experiment is over and so begins the postmortem. The irony is it is almost pointless doing a review of the job that Kate McGroarty did over the last 30 days (much to her joy I am sure) since she did an affable job at saying nothing. That’s the place to start with this review for me, in that regardless if the Directors of the Museum of Science and Industry didn’t allow her to be open, she wisely decided there was little to be gained from being objective and human or worse there is really nothing to be said about the Museum that isn’t sterile and devoid of saccharin but regardless there was little said and even less done over 30 days.
How do you measure success in a project like this?
Is it success in the social media arena? If so it was an abject failure since the twitter feed had at most 1,800 followers (less then 300 more then @badatsports and no one works that as a full time job) & 4,126 fans on Facebook (which is pumped by the fact that they initially linked the like button on the site and not the actual Facebook page) but if I was the Director I wouldn’t measure it by social media since that is only a single and rather small apple in the larger marketing & PR bushel.
Is it press coverage? Well that was stilted in the bigining with the media’s interest in the human story of 1 person trapped in a
mine museum which quickly dried up and the press didn’t know how to grab onto the story by and large. Kate was a mascot, she put a ribbon on everything that didn’t have one and cut the ones that did, cheered for the home team and had a free smile for anyone that wanted one. She was in essence the Ronald McDonald clown in a orange countdown shirt and she did it well from day 1 to 30. The problem is from a press angle there is no story to tell.
Success can be measured by ticket sales? That may be true and as I am sure I will never know the performance of foot traffic over the course of that month in comparison to the previous 30 days or same time last year but if that is so then she was part human oddity exhibit/part greeter.
I can go on but this turned out better then I expected since I was afraid if they didn’t get the perfect marketing spokesperson and that live mic was handed to them you would have a mixture of silence from editorial indecision and exasperation as the thirty days came to a close. Not constantly but eventually it would slip out. They avoided that by getting the perfect person for the role, someone who was willing to take what they gave her, put a fun spin on it and make two posts and four tweets a day about it (300 in total but many are replies to others). Also I don’t know what the travel and official work schedule was like for Kate but the volume of posting, tweeting and documentation seemed a bit (honestly considerably) low for someone locked in a building 24×7. The average blogger does 2-3x as much if its a full time gig and many even more then that.
I am not a negative person and more so hate reviews or critics that tear down and don’t build or at least offer constructive direction and honest review. If you live in Chicago you want the Art Institute, Museum of Science and Industry, Museum of Contemporary Art, Field Museum & others to grow, flourish and succeed. At its core this is a good idea, at its core this is what social media was built for and at its core this is why social media will fail. Since the 1980’s (and even before but it really came to it’s own then in my view) there has been a top to bottom clamp on message and public image. Gone are the days where Grocery stores would have homegrown competitions and promotions on the store level, gone are the local town commercials where a franchise owner would speak directly for his/her business or brand. They were all removed so that you could control the message nationwide and eliminate potentially expensive missteps. Social media though flourishes on the human voice, insight, personalization, inclusivity and minutia; the very things that contemporary marketing fears most and actively looks to either eliminate or synthesize artificially in a controlled manner (think bad viral ads or national campaigns exactly the same just customized by local age, race, sex, sports affiliation or celebrity).
In order to succeed you need to make social media a part of your PR team (key point to remember, PR is not marketing and never the twain shall meet) have someone daily write, photograph and honestly talk about all the great aspects, locations & touchstones of your group in such a way that you don’t visit the museum to learn about them but to finally see them in person. People don’t visit the Louvre in droves to see this “Mona Lisa” for the first time but to write the final chapter that image has had in their life by seeing it for themselves, outside of books & film.
The web, where pages are free to publish is the prefect place to build a trap for the human imagination so it can roll around joyfully in subject mater of individual pertinent interest like a pig in mud and learn, celebrate and know as much about your product as possible. Its not a billboard, its a quilt as I presume Kate McGroarty’s wise mother knows all too well. Woven with history, personality, flaws & perfection. Thats how social media works and without it that is how it fails.
Social Media I said in May of this year quietly to whoever would listen was dead, by that I meant its growth had hit a plateau and it had come to the crossroads in its life as so many good ideas have. Those ideas and the people that advocated them always knew what the right path was, without exception they knew it. But they never took it. You know WHY? Because it was TOO damn hard (thank you Bo Goldman). Social Media is a dual edged sword that no one wants to swing no mater how sharp it can cut to the truth since no one has faith in the knight swinging it to not cut themselves or the royal family. Until that paranoia or risk calculus changes as a whole you will get performances like the Month at the Museum, all pomp and no circumstance.
Nothing really said or done, nothing to get excited about and worse yet nothing shared about a beautiful gem locked away that only few get to see and one got to live but can neverÂ trulyÂ tell about without breaking a presumed confidentiality agreement.
In short, nothing ventured, nothing gained.