digital outdoors - the arts catalyst isan 13 nov 2014
DESCRIPTION
Presentation given at the ISAN AGM 13 November 2014 about digital used to mobilise awareness of The Arts Catalyst's recent projects as case studies for performative visual arts outdoors.TRANSCRIPT
![Page 1: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/1.jpg)
Digital Outdoors
ISAN, 13/11/14
Jo Fells, Head of
Marketing & PR
and
Claudia Lastra,
Project Manager
![Page 2: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/2.jpg)
Outdoors for The Arts
CatalystPerformative, ephemeral visual art projects. A fleeting presence offering audiences:
New experiences
Inspiration
Transforming their perspective on art, science and technology in today’s society
![Page 3: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/3.jpg)
Talk today…
Overview of some of The Arts
Catalyst’s outdoor activities and use of
digital for mobilising awareness of our
projects
SEFT-1 case study
Wrecked! case study
![Page 4: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/4.jpg)
Camilla Spotasi, Yellow Vanishing Point, Great Glen Artists’ Airshow, 2010
![Page 5: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/5.jpg)
MadLab, Lab Easy Deptford Market DIY Bio Foodlab, 2013
![Page 6: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/6.jpg)
Digital audiences for
outdoor
Documenting the event
Reaching further and lasting longer
Extending access
Time-shift engagement
Measurable impacts
Increasing visibility
![Page 7: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/7.jpg)
Office of Experiments, Experimental Ruins: West Edition, critical excursion, 2012
![Page 8: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/8.jpg)
Simon Faithfull, Escape Vehicle No 6, takes off from Farnborough
![Page 9: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/9.jpg)
Simon Faithfull, Escape Vehicle No 6, stills from the onboard livestream video
![Page 10: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/10.jpg)
Simon Failthful, Escape Vehicle No 6
![Page 11: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/11.jpg)
SEFT-1 Abandoned
Railway Exploration Probe
– case study
![Page 12: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/12.jpg)
Why digital?
Eye-catching ‘research probe’ a
magnet for Mexican artist duo’s socio-
historical-technological project
AND Festival, Liverpool
Furtherfield Gallery, Finsbury Park
Art Moves, Queen Elizabeth Olympic
Park
![Page 13: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/13.jpg)
![Page 14: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/14.jpg)
Indoor/outdoor project
Limited opening – 17 weekend days
over 6 weeks
Park events
Gallery capacity – 80 per day
£1700 marketing budget – banners,
postcards, PV but no event advertising
![Page 15: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/15.jpg)
![Page 16: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/16.jpg)
SEFT-1 at Furtherfield
Gallery
2500 in-person visits to the exhibition
(60% above target)
2000 in-person additional interactions
with the vehicle outside the gallery
Estimated 1000 interactions during tour
around London on 18 June 2014
![Page 17: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/17.jpg)
Visitors’ comments
“Fantastic - such an inspiring project to
see in my local park! I hope you get loads
more exciting exhibits like this. Thank you!”
“Enjoyed the experience. This is the first
time as a local yokel I went into the
gallery. Father worked on the railway.”
![Page 18: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/18.jpg)
![Page 19: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/19.jpg)
Audiences engagement:
further and longer with
digital
Video
Social media
Images
Media relations
Bookings
Metrics
![Page 21: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/21.jpg)
https://storify.com/TheArtsCatalyst/seft-1-abandoned-railways-exploration-probe-modern
![Page 22: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/22.jpg)
, 101,000 views in 6 week exhibition run
![Page 23: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/23.jpg)
Visual presence when gallery closed, YouTube QR code on £25 banners
![Page 24: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/24.jpg)
Reaching further and
longer 105,000 views since May
Still get an average 100 views a week on Vimeo
Promotional push – 285 views in 48 hours through
social media push for our 20th anniversary
YouTube – QR code, tagged and searchable, 1600
views, including 700 on 6 July a day the SEFT
wasn’t on
Return on investment (ROI) £0.31p per onsite
audience and £0.01p per combined audience over 5
months
![Page 25: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/25.jpg)
Digital for media
SEFT struck a chord in the popular imagination with
themes of of abandoned infrastructure, railways, and
home-made vehicles.
With early coverage in The Guardian and on BBC
Worldwide (TV) and online
Yahoo! Homepage features in South Africa, The
Philippines
Coverage in Europe, US, Japan, Caymen Island
News and Somaliland Live
![Page 26: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/26.jpg)
Spreading the word
Digital for the media
Facebook events
Twitter conversations
Driving visits to our website and video
At the time of event and beyond
![Page 27: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/27.jpg)
Digital for the media
Google Album – perfect for sharing with partners and journalists
![Page 28: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/28.jpg)
Social media
FB events, using themes and posting on third party sites
![Page 29: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/29.jpg)
Events - bookings and
beyond
Eventbrite.com and YouTube
![Page 30: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/30.jpg)
Livestream and playlists
![Page 31: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/31.jpg)
Digital resources for
reaching arts audiences
![Page 32: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/32.jpg)
Video in Common Costs depend on the scope
of the project and technical set up – approx £450-£550 for coverage of a day-long event with two cameras.
Video in Common channel and looking into future distribution through multi-channel networks
Initially ACE funded
Training and equipment for young arts film-makers
Video in common http://video.incommon.org.uk
![Page 33: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/33.jpg)
Audience spectrum 10 cultural engagement
segments replacing ACE Audiences Insights
Detailed segment profiles, preferences and suggestions for how to engage
Freemium product from The Audience Agency
http://audiencefinder.org/audience/metroculturals
![Page 34: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/34.jpg)
Audience mapping
Free access to
audience mapping
resources
Trade up for premium
data analysis
Buy household level
data for target
marketing
http://audiencefinder.org/segment-map/#experience-seekers
![Page 35: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/35.jpg)
Wrecked! On the Intertidal
Zone
![Page 36: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/36.jpg)
Case study
![Page 37: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/37.jpg)
Leigh-on-Sea Thames
Estuary
Southend-on-Sea
Wrecked on the Intertidal Zone, a series of investigations into the Thames
Estuary
![Page 38: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/38.jpg)
Citizen science
“…is scientific research conducted, in whole or in part, by
amateur or nonprofessional scientists. Formally, citizen science
has been defined as "the systematic collection and analysis of
data; development of technology; testing of natural phenomena;
and the dissemination of these activities by researchers on a
primarily avocational basis”. Citizen science is sometimes
included in terms such as "public participation in scientific
research" and participatory action research. It is practices
worldwide by groups such as Public Lab, ExCites and European
Citizen Science Association (ECSA).”
![Page 39: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/39.jpg)
![Page 40: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/40.jpg)
Andy Freeman introduced a range of techniques for making and sharing
maps using simple digital methods. The workshop included a walking
tour of Two Tree Island where participants learnt how to collect geo-
tagged images and data using either their mobile phone or equipment
supplied on the day. Data collected and mapped on the day included:
aerial photography using a drone and/or kite (weather dependent)
geo-tagged photos
air quality
sampling water for pollutants
ambient sounds
ambient electromagnetism
background radiation
the blueness of the sky (using a cyanometer)
![Page 41: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/41.jpg)
Participants uploaded their Geo Tagged images and findings onto an online
map of the area
![Page 42: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/42.jpg)
Other citizen science
mapping projects
examples:
Frack Off
Air Quality Egg
Citizen Sense
Mapping for Change
![Page 43: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/43.jpg)
What Next? Fundraising to continue workshops and development
in the locality
Creating a technology resource for participants to hire
out to conduct their own experiments
Fundraising for and commissioning public artworks
involving the community and ‘indigenous culture’
Continue to discuss issues surrounding pollution,
public health and ecology
Continue to create interventions to change thinking
and culture about climate change
![Page 44: Digital Outdoors - The Arts Catalyst ISAN 13 Nov 2014](https://reader033.vdocuments.site/reader033/viewer/2022060200/559959501a28abd00a8b45dd/html5/thumbnails/44.jpg)
Thank you for [email protected]
www.artscatalyst.org
Tomas Saraceno, Poetic Cosmos of the Breath, 2008, 60 on-site audience, 26,000 online audience