Adam Levine writes:
Amidst the glamour of Art Basel, earlier this month, one panel in the “Conversations” series—moderated by AWS’s Andras Szanto, as it happens—stood out in its attempt to tackle a more intellectual topic: How museums will operate in the digital world?
The discussion revolved around the use of digital media in three areas: (1) platform development, (2) marketing strategies, and (3) business models and fundraising. I’d like to offer additional models that complement what was discussed in Miami.
One of the panelists, Max Anderson, director of the Indianapolis Museum of Art, has arguably done more for the development of open-source museum platforms than anyone. That the IMA is incurring most of the costs for such efforts seems unreasonable and inequitable. Crowd-sourced models of fundraising were discussed, but no mention was made of crowd-sourcing development. One model that has been profitably used elsewhere is for a pool of money—raised from multiple institutions all interested in open-source museum software—to be awarded as a prize for superior development work. The template for this strategy, the so-called “Netflix Challenge,” was quite successful.
In the portion of the Miami conversation on marketing strategies, little was made of the ability to develop targeted campaigns on the basis of what people are viewing online or in the galleries. Such data, which is already available given current technologies, holds the potential for a more intimate museum experience. Using technology of the sort the company Art.sy has developed, museums can market exhibitions to visitors on the basis of their preferences. They can even suggest new works to visitors on the basis of things that they have liked in the past. Similar technologies, deployed much like “smart shopping carts” in supermarkets, could conceivably be used in certain museum settings as well.
In the exchange about fundraising and new digital business models for museums, there was no mention of the “freemium” model. This would still allow for free general access to a museum’s online collections, but offer an additional option for a more highly-curated experience for a premium charge (e.g., a custom museum itinerary).
To move museums forward, the single most important thing is not technology but the creation of ideas. While idea generation is about as “analog” as it gets, forums like these are the real “open source” venues for rethinking how museums do business. I wonder what other approaches, digital or not, the ArtWorldSalon community can suggest?