Culture Cloud: the digital implications of putting art online
Culture Cloud is a digital space for artists to upload their artwork to a web portal where both recognised curators and public audiences will vote for the works they like.
The most popular and intriguing will be exhibited in August 2012 at the New Art Exchange (NAE) – an international contemporary visual arts space and creators of Culture Cloud. I caught up with Skinder Hundal, chief executive at NAE about how the project has been coming along.
He was keen to mention that a project as ambitious as this does not come without its challenges – and for a project as technical as this, making the digital platforms work so they are easy to use is crucial for a smooth operation in the back-end and for the online users at the front-end.
For Culture Cloud there are two key digital platforms – one for artists to register and another for audiences to interact with the work. The challenge for the project was to make sure the registration site was easy to use and that it came across as visually appealing and informative about the partners and key stages of the competition.
Skinder admitted that the site may have actually been too easy to use: “The process to upload the art was very straightforward, so perhaps we could have asked more questions to reduce workload for us later, ie dimensions, mediums, titles and dates of the work.
“Also there were requests from artists who registered to see who else and what else was being submitted. We didn’t create this option but did think about it – for example, should we share the whole process of pre-selection too? In the end we decided not to have it.”
In terms of voting and the site where users could view the selected 100 works, Artfinder was tasked to create a space on their existing site for this to take place. The key challenge here was to make sure that audiences could navigate from a landing page to the pages where the selected 100 works would be shown, and then move swiftly across them.
“A key challenge was to ensure that the quality of the images and the respective information and descriptions were clear and that audiences felt compelled to ‘Like’ and vote for the works,” added Skinder. “Also, the site should not give certain works any unfair advantage, therefore we implemented a shuffling system and made sure that the voting system was clear and easy to use and able to connect with key social media platforms such as Twitter and Facebook.”
“The site continues to adapt as we receive feedback and observe how it is working,” said Skinder finally. “In our first week we have had just under 12,000 votes and a top 40 for the physical exhibition at NAE is taking shape!”
Matthew Caines is a journalist currently blogging and posting updates from all eight projects involved in the Digital R&D Fund for Arts and Culture
Find out more about the Culture Cloud project here