Building Public Will For Arts And Culture

Gorgeous Mountain Vista Costs A Couple Hours Of Heavy Climbing

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Seth Godin recently made a post in which he stated the following:

The end of the trail is usually difficult, but without the long and winding approach, there isn’t much of a mountain.

The greatest hits reel and the stunning photographs leave out most of the hard work.

This aligns with a theme of many posts I have made over the years that creative expression is part of a lengthy development process rather than a lightning bolt moment–something that even artists themselves forget.

About a week ago, Haydn Corrodus posted this fun video from the Beamish Museum on LinkedIn

I appreciated Haydn making the following comment which acknowledges it takes time to achieve a level of virality, especially when employing modern slang with a deadpan delivery:

From looking at their page briefly, it seems like it was only a matter of time before one of their videos went viral.

They consistently post and get decent views.

@beamishmuseum

This is slay #genz #slay #demure #fyp #viral #genzlife #sweet

♬ original sound – Beamish Museum

MN Guaranteed Income For Artists Pilot Phase Winds Down

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Hyperallergic wrote about the ending of the pilot phase of Springboard for the Arts’ Guaranteed Basic Income project last month.  I have been following the project since it was launched in 2021 as well as other efforts like it around the world.

Apparently I wasn’t paying close enough attention because I didn’t realize they have had more than one cohort of artists participating in separate 18 month phases. The groups in urban and rural Minnesota received $500/month to do with however they chose. All told, $675,000 was distributed through the program. This month Springboard for the Arts will host an art show compromised of the work of those supported by the project. The artists chosen for the show have received an additional $5000 to create a piece for the show.

There are teams from  Guaranteed Income Pilots Dashboard (GIPD) run by the Stanford Basic Income Lab, the University of Pennsylvania Center for Guaranteed Income Research, and the University of Tennessee who have been tracking what the artists have been spending the money on to get a better sense of how funds were being used. The funds were distributed via pre-paid debt cards which facilitated the tracking.

The GIPD studied Springboard’s guaranteed income program and found that artists used the cash primarily on retail purchases (35.94%), food and groceries (30.26%), and housing and utilities (10.04%).

According to figures Springboard provided to Hyperallergic, 70% of recipients were BIPOC (Black, Indigenous, and People of Color), LGBTQ+, artists from rural areas, or artists with disabilities.

I will be interested to see if there is additional insight that emerges as they analyze and collect feedback about the pilot program. The value of these funds to the artists seemed best expressed in an article I quoted in an October 2021 blog entry during the pandemic (my emphasis):

Most importantly, the artists say, they feel valued after an incredibly difficult pandemic year. “I feel like people just don’t understand how hard [the pandemic] has hit artists — the arts just went away for over a year,” says Gamble. “It almost feels like a luxury to feel valued, because it usually feels like there’s never enough funds for artists.”

Immersive Art Experiences Require Expansion Of Capacity And Vision

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ArtNews had a piece last month examining the world of Immersive Art shows.  You may have seen ads for these events which animate the works of Van Gogh or Monet and project them on the walls of a large space. To my surprise, those shows represent a small and decreasing share of the market compared to shows that animate the works of living artists or long term installation such experiences like those offered by companies such as Meow Wolf.

Immersive shows for Van Gogh and Monet are somewhat controversial based on the manipulation of artists’ work and the perception that the shows are lightweight and sort of dumb down the art viewing experience.

Museums that are interested in providing these sort of programs run up against capacity issues, both in terms of personnel and physical space:

Adapting or acquiring, and then equipping large amounts of space is one clear constraint. Size matters here. Small spaces simply do not have the same experiential impact. To compete with the big players, a museum will need to build out or otherwise secure several thousand square meters of floor space. Quality projection-based art often requires a 10-meter or even higher ceiling. These are halls that many existing institutions don’t have or can’t justify surrendering for extended periods.

Up next, new skills are needed. Creating an immersive art experience is akin to developing a branded consumer product. It relies on a multidisciplinary team to develop a single large-scale work…

On the other hand, Felix Barber, who authored the ArtNews piece suggests that the immersive art show can be taken out of the museum space to reach new audiences where they live. He cites collaborations in France where ” Grand Palais Immersif, in turn, joined forces with the Opera National de Paris to create an immersive space inside the Opera Bastille.” But also points out that other spaces like warehouses, empty spaces in shopping malls, and churches can provide the requisite physical space for these shows:

To find the space, a museum may not have to build at its existing high-cost, city-center location. Instead, it can look for a more affordable solution, while potentially engaging a new audience where they live. Many immersive studios work with real estate partners that are seeking to invigorate shopping centers and struggling urban areas. Others take over disused industrial premises. Culturespaces in Baux de Provence operates in an old quarry. Eonarium uses churches.

Ultimately those Barber interviews suggest that while museums in the current form will likely always be attractive, more options are becoming available to consumers who may prefer an experiential interaction versus standing in front of a work and reading a plaque.

In the end, it all comes back to the quality of the art. What will unlock museums’ interest in immersive experience is work that embodies beauty and meaning, presented at scale with a powerful sensory flourish.

[…]

Even so, and no matter what, art museums now face new competitors. Sitting back and watching them capture audiences is not a promising option. Museums have to respond. One size will not fit all.

Providing Assurances Can Do 80% Of The Heavy Lift In Marketing

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Yesterday I saw a post on LinkedIn where Ruth Hartt was reinforcing the idea that people purchase the outcomes they desire rather than things.

In response, commenter Jay Gerhart wrote:

Reminds me of our first JTBD work with Bob Moesta when we simply showed a digital ad for virtual care with a person enjoying an event with their friends. We didn’t have to show them obtaining health care – we showed the result of it. 40% increase!

It happens that the night before, I started re-reading Peter Drucker’s Managing The Non-Profit Organization

On the second page of the first chapter, Drucker essentially says that nonprofit mission statements need to be focused on outcomes. He relates the story of helping an emergency room of a hospital create a mission statement for itself. He says it took them a long time to arrive at a mission statement and when they did, people felt it was ridiculously obvious – “to give assurance to the afflicted.”

And, much to the surprise of the physicians and nurses, it turned out that in a good emergency room, the function is to tell eight out of ten people there is nothing wrong that a good night’s sleep won’t take care of. You’ve been shaken up. Or the baby has the flu. All right, it’s got convulsions, but there is nothing seriously wrong with the child.’ The doctors and nurses give assurances.

…Yet translating that mission statement into action meant that everybody who comes in is now seen…in less than a minute….Some people are immediately rushed to intensive care, others get a lot of tests, and yet others are told ‘Go back home, go to sleep, take an aspirin, and don’t worry…But the first objective is to see everybody almost immediately–because that is the only way to give assurance.”

Framing an audience’s desired goals for an experience in terms of medical outcomes helped further develop my understanding of the concept Hartt has been espousing.  Given the choice, very few people would prefer to undergo a medical procedure vs. just going about daily life. While knowing you will enjoy competent care is important, what people really want to know as Jay Gerhart suggests, is that they will come out the other side with as minimal an impact on their daily enjoyment as possible.

Obviously the stakes aren’t as high when attending an arts and cultural experience (one hopes), but there can still be a related anxiety regarding whether the experience will be an enjoyable one. Focusing on how the experience will solve a problem like providing an escape from stress of the work week or providing an opportunity to spend time with family and friends.

I often cite this Lexus commercial as a good example. The parents continue to drive until the kids say they no longer have a cell signal and then the parents stop driving. The voice over says “…and feel what it is like to truly connect.” You aren’t buying a luxury vehicle, you are buying a method to reconnect with your family.

But it isn’t just enough to communicate that message. As Drucker says, it has to be operationalized in some way. But translating it into action isn’t necessarily complicated just as providing assurance in Drucker’s example meant a commitment to making an assessment in a short period of time.