Written by Martin J. Young, former correspondent of Asia Times.
Quetion: How is our digital age changing the art world?
Answer:
The rise of the digital age has profoundly impacted the art market. With the millennial population now a driving economic force, art museums and corporate art collectors are catering more to this age group. We see a revolution in programs and practices to keep them engaged in the art world. Here is how museums, galleries, and corporate art collectors are responding to the shift with relevant art programs that appeal Millennials.
The 18-34 age group is the nation’s largest generation and an economic spending force. They are also the most connected and digital marketing savvy demographic with access to more information than any previous generation. For these reasons, museums and galleries cannot ignore Millennials despite the tough sell they may have ahead.
Museums are for the public, preserving cultural history and keeping it relevant during changes in society. Museums need to appeal to all demographic groups, including ones with their faces buried in their smartphones.
Technology has changed the way we communicate by introducing social media as a major form. As methods of engagement have changed, galleries and museums need to keep to be more appealing to younger generations. Visual literacy, the ability to create, comprehend and organize messages, has been a component of the art world for hundreds of years. Today, it has become digital.
Steps taken by museums and galleries to engage Millennials include employing younger staff, many affiliated with student associations. This makes younger groups feel directly involved with the organization.
Some galleries provide coffee and comfortable seating to view entire sections of the exhibits. Charging stations and wifi hotspots encourage visitors to stay longer. All of these create a welcoming environment and improved experience which Millennials have now come to expect.
Information displays also need to be relevant and presented in the appropriate format. Encouraging visitors to share art and exhibits on social media or take selfies involves them on a personal level. The use of feedback is also being employed to gauge responses from younger audiences. Consumer markets change quickly, in order to keep up organizations need to be adaptable and flexible. Displays and products are often adapted on account of public opinion and feedback.
Traditionally seen as collectors of art, museums and galleries in the future will become the suppliers of images. Artists and audiences will be able to exchange digitized artwork and print designs, interacting with other groups worldwide. Electronic art is the next step in the evolution of the arts in today’s digital world and our ability to interact with it.
When it comes to art, it’s important not to hide the madness… Atticus.