Communicating eco-art 2010: The race is on!

R.J. Preece (ADP) , L.A. Roka
Art Design Publicity at ADC | 27 January 2010

When was the last time you saw an artist being interviewed on CNN—for thirty minutes? Before Maya Lin was interviewed by Christiane Amanpour last December talking about her What is missing? project, we couldn’t recall recent similar experiences that readily. We find this significant media demonstrates real opportunity for eco-art as one examines What is missing? as a project case study.

However, as communications consultants, while we are convinced that now is a golden age for eco-art, we are not convinced that eco-artists can sit back and relax. In fact, it’s time to pump up the volume and revise the communication strategy. This can be done with innovative ways of partnering to bring more people on board to projects that enable multi-disciplinary teams to clearly benefit from their time and resource investments, as shown in its “high form” with What is missing?

It could be argued with eco—and social-political art—and its “communications” remit, that the fields of marketing/media communications—its practical outcomes—are necessary ingredients to achieve more social impact. This can be pitted against more ‘formal’ development-oriented artists, whose success is more linked to strengthening—well—their brands. After all, the more people know about the eco-art project’s objectives, the more awareness and implementation can happen. While it’s fairly standard to think one just needs more marketing, real market research inevitably will stare back and scrutinize the artist’s product and service. However, instead of resulting in grueling decisions, the process can open ways to exciting experimentation.

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