Print
Arts, brands and user-generated content
What is the role of arts institutions in managing user-generated content? Audiences and consumers expect interaction with cultural institutions and brands.
As new technologies develop, we may see existing models of arts sponsorship falling by the wayside as collaborative, more mutually-beneficial partnerships begin to emerge and evolve. User-generated content could be a major driver of this change.
Both cultural organisations and businesses are facing the same challenges and opportunities in this field - how much freedom do you give your audience/consumer to comment on your organisation? How do you monitor and control this? How do you get content digitised and 'out there'? What is the impact on copyright and IP laws? How do you monetise/fund this? What business models are needed to let users into your organisation? In fact, why should you engage in social media and user-generated content at all?
In the spirit of user-generated content this paper asks a number of questions which remain unanswered. We draw on examples such as Google-Prado Museum, the Royal Opera House, Institute of Contemporary Art, the Bronx Rhymes project in New York and the Art Gallery of Ontario.
Downloads
DownloadArts brands and user-generated content
