When the ArtPrize Story originally began in 2009, Rick DeVos referred to it as a “social experiment”. It was certainly considered a radical, innovative event, as prizewinners would be determined solely off a public vote. But what has really contributed to making the largest art competition in the world such a unique experience is the advancement and incorporation of technology throughout several aspects of the event. From the mobile app user experience, event promotion, and art itself, technology has made its way into the art world of Grand Rapids.
ArtPrize Director of Communications, Tom Herring, states in a blog that, “The worlds of contemporary art and technology have many parallels – They both experience rapid change, they are lead by innovation and their successes often change culture dramatically.” (Herring, 2014).
It is no secret that over the past seven years, the United States has experienced an explosion of technological advances, such as increased use of smartphones, access to wi-fi, tablets, social media, and the mobile app economy. These changes have not only affected our everyday lifestyle, but also contributed to the evolution of social and professional events like ArtPrize.
Arguably the most significant technological contribution to ArtPrize is the evolution of the mobile app. In 2015, over 56,000 visitors downloaded the ArtPrize mobile app and it was used to cast 422,763 votes, proving to be the most popular and preferred method of public voting (ArtPrize Technology, 2015). Along with overall usage adjustments, the app has been available iOS and Android users alike (ArtPrize Technology, 2015).
However, the app has been used for more than just voting. It also serves as a map and directional system around Grand Rapids. It is reported that ArtPrize attracts nearly a half a million visitors each year (Reimink, 2016). This also means nearly half a million people who are likely to get lost or need a resource in order to navigate their way to exhibits.
Technology has not only been used in the execution of the event, but also to promote it. Social media has become a huge marketing and publicity tool for today’s market. The ArtPrize Annual Report states that there was a 16% increase in Facebook, Twitter, and Instagram followers in one year alone, and is expected to increase even more after 2016’s competition comes to a close (ArtPrize Social Media, 2015). Hashtag campaigns have proven to be yet another effective technological implementation used in ArtPrize over the years. They allow sponsors and businesses to reach to ArtPrize voters and create an invaluable co-marketing interaction. For example, last year ArtPrize sponsor, Founders Brewing Co., headed #FoundersKeepers, a hashtag campaign involving a treasure hunt around venues with the opportunity to win when participants share on social media (Woods, 2015).
The types of companies that have sponsored ArtPrize in the past also exemplify the use of technology in the art contest. While Founders is not a technology-based company, they were still able to incorporate social media tactics to stay relevant and involved. Furthermore, Comcast, who is a technology-based company, saw the opportunity to incorporate their services into this event in 2010 (Comcast, 2010). By providing their High Speed 2go Mobile Internet, they not only reached the public and artist community, but provided a visible connection between the use of technology in ArtPrize.
Last but certainly not least; technology has been incorporated into the art entries themselves. From pieces of art that include simple lights or movements, to elaborate audio or visual effects, using technology has been a reoccurring theme in many of the ArtPrize entries over the years.
An interview with German artist, Otto Piene describes two advantages of using contemporary new media art. He says, “Art which is either helped or inspired by technology tends to move or change, and this kinetic element can provide a fascination and subtlety that goes beyond the formal effects of static images and objects” (Piene & Russett, 2008). Many would agree with his second point which states that the incorporation of technology can increase the intensity of an art experience in a short amount of time (Piene & Russett, 2008). This captivates audiences, and is a reason why technology infused pieces are often finalists in the contest every year.
Technology has always been an important aspect of ArtPrize that often goes unnoticed. From the user experience on the mobile app, company/organization promotion on social media, and use within the art itself, technology will continue to be a large part of the ArtPrize Story.
References
ArtPrize Social Media. (2015). ArtPrize Annual Report.
ArtPrize Technology. (2015). ArtPrize Annual Report.
Comcast Announces Technology Sponsorship for ArtPrize. (2010). PR Newswire.
Herring, T. (2014). Art + technology: two events that define where we live. ArtPrize Blog.
Piene, O., & Russett, R. (2008). Sky, scale and technology in art.Leonardo, 41(5), 510-518.
Reimink, T. (2016). Artprize app has people on the hunt in grand rapids.Detroit Free Press.
Woods, J. (2015). #Founderskeepers-an epic treasure hunt. ArtPrize Blog