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How social media will change the way the arts present themselves

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I have an article in this fortnight’s Arts Professional arguing that the arts need to get to grips with the idea that a mother of a change is a’coming, and about how the arts have a chance to build a strong, resilient network in the face of coming cuts by adopting a new, generous approach:

… we have reached a tipping point. The gap between what new and old media deliver us yawning. This changes how opinions are formed and how audiences are reached. It also raises interesting questions about where high quality criticism is going to come from in the future.

On the surface there’s a simple conclusion to be reached from the arrival of the Twitterati. Arts organisations need to think more about social media. The Barbican website already has a social media networks button on its front page. Fine idea. Twitter can fill empty seats within a couple of  hours of a performace. But at the moment that’s where most people’s thinking stops. This is a mistake because the change is fundamental. Arts organisations, if big enough, used to hire press officers on the strength of their contacts book, but what does that mean now? It’s not just the dipping circulations – accelerated by the recession, newspaper advertising revenues are expected to fall by as much as 21% across the board this year. This means cuts. Emails to old contacts suddenly bounce; they’ve gone freelance. Talent is leaching away from old media. The money spent trying to get column inches is increasingly money less well spent[…] but that’s just the half of it.

Conventional arts websites have become good at doing two things. They list events coming up and sell you tickets to them. If you’re lucky there’s a blog, but it’s often pretty thin fare. These sites exist within a fast-changing internet filled with people sharing news, wit, opinion, photographs, films and music. In comparison arts websites often look staid and monumental […] The key word is “sharing”. If arts websites want to move from the vertical model – telling people what’s good for them – to the horizontal model of using the energy of social networks, then it’s about giving stuff away. As any sociologist will tell you, the basis of any social network, real or virtual, is reciprocity.

Read the whole article HERE.

Go to RSA Arts & Ecology

California Map Project

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{California Map Project, 1969, by John Baldessari}

Somehow I missed learning about this piece until just recently, but it’s my new favorite work of “land art.” In 1969, John Baldessari took the map of California (lower right) and then went to each place on the map where the map letters spelling ‘California’ would be located. At these sites, he spelled out the letter in rocks or some other way, or maybe he found them. I don’t know exactly how he mad the piece, but it’s a pretty hilarious work and definitely in line with my other favorite piece of land art, Bruce Nauman’s untitled text piece which states, “Leave the Land Alone.” (A whole issue of Mammut was devoted to this text piece.)

Unfortunately, the online images of Baldessari’s piece aren’t that great. I’ll keep my eyes open for a better version, maybe in a book image that can be scanned. I also just read an excellent Dave Hickey piece on land art from the September-October 1971 issue of Art in America. In it, Hickey examines the perceived notion that land or earth artists were challenging the status of object production or the space of the museum. This is a viewpoint that still seems to be thrown around today. Hickey points out that the work was marketable and that many museums commissioned land art projects. He goes on to write that

It is not the Earth artists who are challenging the market and the museums, but the magazines themselves. Earth art and its unpackageable peers cannot hurt the market, but extensive magazine coverage can, since not as much object art will get exposure. The magazines have found in this unpackageable art a vehicle through which they can declare their independence from art dealers who invented the critical press, nurtured it, and have tended to treat it like a wholly own subsidiary. Now there is an art form ideally suited to presentation via magazine. Work consisting of photographs and documentation is not presented by journalism, but as journalism—a higher form—needless to say.

The people on the magazines must believe (and I think rightly) that these indefinite art forms might do for the magazines what Pop Art did for the dealers—lend a certain institutional luster,, and with it a modicum of arbitrary power.

It’s a great read of Earth Art and it makes sense to me. And works like Baldessari’s map project or Nauman’s text piece point to movements spawned by Earth Art, such as environmental art, where it’s not about bulldozers and diesel or creating monuments, but instead a use of land in a way that is less invasive. And artists have come up with a variety of strategies to turn that kind of art into careers—whether that means founding their own non-profits, existing on museum commissions or yes, making things for galleries. It’s hard to be a rebel these days, but there are still interesting things to do.

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