Oregon Arts Commission summit: McLennan

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This document discusses how audience engagement and expectations are changing for arts institutions. It notes that success for online platforms is now defined by engagement rather than just visitors or clicks. Arts institutions need to give up some control and influence audiences through user-generated content and sharing experiences in order to stay relevant in this new environment. The relationship between artists, institutions, and communities is also mutating as expectations change.

Technologie

Community, Audience & Engagement:
It’s about Liquids & Solids
and Mutation of Expectations

Douglas McLennan
Editor, ArtsJournal.com

Director, Center for Arts, Media & Audience
University of Southern California
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical

Thursday, October 20, 11

1900

21,000 copies

Thursday, October 20, 11

1902 Musical
1910 Film
1914 Stage Play
1921 Film
1925 Film...

Thursday, October 20, 11

- By 2000 -
500 Adaptations

Thursday, October 20, 11

1939

Won 2 Academy Awards

Thursday, October 20, 11

1939

Won 2 Academy Awards

Box ofﬁce failure

Thursday, October 20, 11

1956

Annual TV Broadcasts

Thursday, October 20, 11

“most popular movie of all time”

Thursday, October 20, 11

“most popular movie of all time”

500 million people
by 2009

Thursday, October 20, 11

14 million

Lady Gaga
Thursday, October 20, 11

14 million
44 million

Lady Gaga
Thursday, October 20, 11

14 million
44 million
1 billion

Lady Gaga
Thursday, October 20, 11

14,000 response videos

Thursday, October 20, 11

30 million views

Thursday, October 20, 11

70 percent of all the content created
on the web this year
was made by users

Thursday, October 20, 11

Successful web companies
no longer measure success
by how many visitors
they get...

Thursday, October 20, 11

...or how many clicks they get...

Thursday, October 20, 11

Success

=

engagement

Thursday, October 20, 11

Engagement

=

success

Thursday, October 20, 11

(206) 898-7656

Thursday, October 20, 11

These are people for whom signiﬁcant
cultural experiences aren’t complete
until they share them

Thursday, October 20, 11

Give up control
to gain inﬂuence

Thursday, October 20, 11

control can sell product...

Thursday, October 20, 11

but inﬂuence inspires engagement

Thursday, October 20, 11

Art is a process...

Thursday, October 20, 11

Art is a process...

...not a product

Thursday, October 20, 11

Art is a transaction

Thursday, October 20, 11

Art is a transaction

Both sides of the transaction have to balance

Thursday, October 20, 11

building more content
doesn’t balance the transaction

Thursday, October 20, 11

crowd accelerated innovation
- Chris Anderson

Thursday, October 20, 11

institution

artists

community

Thursday, October 20, 11

artists institution community

Thursday, October 20, 11

Mutation of expectations

Thursday, October 20, 11

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Oregon Arts Commission summit: McLennan

1. Community, Audience & Engagement: It’s about Liquids & Solids and Mutation of Expectations Douglas McLennan Editor, ArtsJournal.com Director, Center for Arts, Media & Audience University of Southern California ✉ mclennan@artsjournal.com T @AJDoug ✎ www.artsjournal.com/diacritical Thursday, October 20, 11

2. Thursday, October 20, 11

3. Thursday, October 20, 11

4. Thursday, October 20, 11

5. Thursday, October 20, 11

6. 1900 Thursday, October 20, 11

7. 1900 21,000 copies Thursday, October 20, 11

8. Thursday, October 20, 11

9. 1902 Musical 1910 Film 1914 Stage Play 1921 Film 1925 Film... Thursday, October 20, 11

10. Thursday, October 20, 11

11. - By 2000 - 500 Adaptations Thursday, October 20, 11

12. Thursday, October 20, 11

13. 1939 Thursday, October 20, 11

14. 1939 Won 2 Academy Awards Thursday, October 20, 11

15. 1939 Won 2 Academy Awards Box ofﬁce failure Thursday, October 20, 11

16. Thursday, October 20, 11

17. 1956 Thursday, October 20, 11

18. 1956 Annual TV Broadcasts Thursday, October 20, 11

19. “most popular movie of all time” Thursday, October 20, 11

20. “most popular movie of all time” 500 million people by 2009 Thursday, October 20, 11

21. Lady Gaga Thursday, October 20, 11

22. 14 million Lady Gaga Thursday, October 20, 11

23. 14 million 44 million Lady Gaga Thursday, October 20, 11

24. 14 million 44 million 1 billion Lady Gaga Thursday, October 20, 11

25. Thursday, October 20, 11

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27. Thursday, October 20, 11

28. Thursday, October 20, 11

29. 14,000 response videos Thursday, October 20, 11

30. Thursday, October 20, 11

31. Thursday, October 20, 11

32. Thursday, October 20, 11

33. 30 million views Thursday, October 20, 11

34. 70 percent of all the content created on the web this year was made by users Thursday, October 20, 11

35. Successful web companies no longer measure success by how many visitors they get... Thursday, October 20, 11

36. ...or how many clicks they get... Thursday, October 20, 11

37. Success Thursday, October 20, 11

38. Success = engagement Thursday, October 20, 11

39. Engagement Thursday, October 20, 11

40. Engagement = success Thursday, October 20, 11

41. Share Economy Thursday, October 20, 11

42. (206) 898-7656 Thursday, October 20, 11

43. These are people for whom signiﬁcant cultural experiences aren’t complete until they share them Thursday, October 20, 11

44. Thursday, October 20, 11

45. Thursday, October 20, 11

46. Thursday, October 20, 11

47. Thursday, October 20, 11

48. Give up control to gain inﬂuence Thursday, October 20, 11

49. control can sell product... Thursday, October 20, 11

50. but inﬂuence inspires engagement Thursday, October 20, 11

51. Thursday, October 20, 11

52. Art is a process... Thursday, October 20, 11

53. Art is a process... ...not a product Thursday, October 20, 11

54. Art is a transaction Thursday, October 20, 11

55. Art is a transaction Both sides of the transaction have to balance Thursday, October 20, 11

56. building more content doesn’t balance the transaction Thursday, October 20, 11

57. Thursday, October 20, 11

58. crowd accelerated innovation - Chris Anderson Thursday, October 20, 11

59. institution artists community Thursday, October 20, 11

60. artists institution community Thursday, October 20, 11

61. artists institution community Thursday, October 20, 11

62. Mutation of expectations Thursday, October 20, 11

63. Thursday, October 20, 11

64. Thursday, October 20, 11

65. Community, Audience & Engagement: It’s about Liquids & Solids and Mutation of Expectations Douglas McLennan Editor, ArtsJournal.com Director, Center for Arts, Media & Audience University of Southern California ✉ mclennan@artsjournal.com T @AJDoug ✎ www.artsjournal.com/diacritical Thursday, October 20, 11