I wrote this blog post to mark the end of my fellowship with the CultureHive Digital Marketing Academy. You can find out more about the project here.
It has been hard to talk about this fellowship to my friends and peers in digital arts (also called media arts, new media arts, networked arts) because of a long-standing, but under-explored, antagonism between digital arts and marketing.
What do we prioritize when we talk about Digital Arts Marketing?:
1) Enabling more diverse people to access, co-create and appreciate artforms that take digital culture as their tools, subject and medium?
2) Deploying existing digital and social media to grow audiences and so increase the income for all existing artforms?
First to digital arts.
For over 30 years artists have been inventing and experimenting with new networked artforms that critique and extend the expressive and social effects of digital technologies. Artistic and technological developments influence each other. Since our computers shrunk many of us now carry with us devices that comprise an array of tools for communication, data sensing and capture. They are also portable entertainment systems with streaming media or games. They also enable us to participate in a hundred conversations at once. These devices are in our hands or our pockets, or our glasses; or we lie them on our pillows at night. Soon they will be inside of us, (or buzzing over our heads) and inside of every object in our houses and our streets, and these data points will be talking to each other. Our devices already have the capacity to draw data from our every movement, and every interaction, and algorithms wrangle this data and push it out again to shape our media, our culture and the physical world.