The Learning Curve

"There's certainly a learning curve . . . you have some case studies of people who have been successful [using online tools like a website, blog, facebook pages] and then it sort of snowballs"

- Skye Schulte (5.29.09)

Having conducted a number of interviews, mostly in the South end of Boston (thanks to the SOWA Artists Guild), my first observation is of the enormous diversity and breadth of perspectives even within this small part of the art community.

Several people admitted they've never thought systematically about how they use technology to promote themselves; which makes sense considering that the reason you're in the art business, is for the art - everything else can easily become a distraction. That said, some interviewees, such as Skye, revealed how technology has enhanced their experience, from facilitating co-ordination at an art gallery, to helping an artist build their following.

What's clear is that technology forces a more delicate balance; between the need for greater recognition and the dangers of over-exposure, between time spent creating and time spent promoting, and between maintaining a level of detachment from the public, and fully interacting with your audience and participating in the dialogue you've helped foster.

Each point of tension points to some common needs. Some are below; this list will evolve and expand as we go forward,

1. When balancing the need for greater recognition and the dangers of exposure, a tool which enables artists to systematically track and manage their online presence is called for.

With so many online options, between social networks, image sharing sites, personal websites, blogs, AND traditional media, the web is a fairly confusing landscape. As these innovations continue, artists would would benefit from a tool that clearly describes the benefits of each potential outlet, and simplifies the process of choosing and managing your online presence on multiple potential outlets.

2. Recognizing that an artist's raison d'etre is to create art, (rather than to promote), an important attribute of every tool becomes its convenience and ease of use. This should lead us to develop tools that consolidate several functions (tracking and managing online presence, updating outlets, maintaining the artist's following) into as few steps as possible. More on this later.

3. On the point of engaging/interacting with the audience more deeply, the answers remain all over the map. Some artists, such as Skye, have shown a willingness to do so, and some have mentioned that they would rather maintain some level of detachment from the viewing public. For this particular set of tools, artists should be able to choose how interactive they want to be.

Skye did caution us that, particularly in small viewing spaces, encouraging people to focus their attention outward can take away from the necessary intimacy and highly personal nature of consuming art.

That's all for now. Thanks again to Skye Schulte for being so generous with her time! Please visit her online at www.skyeschulte.com, or in her studio at 450 Harrison Ave, Studio 216!

Thanks!
Ayo