The arts have seen a move away from face-to-face gatherings over the past year, but that doesn’t mean that performances, demonstrations, and other creative activities have stopped. Rather, they have been transformed and increasingly virtual and digital.
The E-Commerce Times spoke to experts in the arts, design, and marketing to find out how these areas have changed and how they could evolve in the future.
“It’s something we inevitably had to learn,” Ed Kirchdoerffer, general manager of the Mayo Performing Arts Center, told the E-Commerce Times of the organization’s virtual programming.
“But now that we’ve mastered it, there is certainly a place to move forward to bring artistic experiences to more people beyond our walls.”
New sources of income
One of the keys to success in the virtual art field is offering a variety of performances and activities that appeal to different audiences.
“MPAC offers a variety of virtual programs,” said Kirchdoerffer. “There are events that we present, third-party events, and educational events. New Jersey allows us to currently have a capacity of 150 people in our theater. broadcast live were allowed to reopen in October.
“The livestream has been a great tool for connecting people to art experiences at home, especially if they are uncomfortable attending an indoor event. It’s also a valuable source of income for us that can sometimes make the difference between profit and Loss at a show matters you can only sell 150 tickets for [when] We usually have room for 1,319. “
Individual artists also work with organizations like the Mayo Performing Arts Center to reach out to audiences.
“Many artists and producers are starting to sell their own live streams and are giving venues like MPAC a 10 to 20 percent commission on sales to promote them,” said Kirchdoerffer.
“For example, Darlene Love made a holiday livestream in December, [and] We received a unique link for purchasing tickets and promoted it to our customer base. We have cut ticket sales for everyone who bought through this link. It’s not a lot of money – often between $ 50 and $ 500 – but it all adds up and it looks like our programming is more robust and keeps us connected with our customers.
“We have seen a sharp increase in the type of events offered to venues like ours over the past few months.”
Art education has also become more and more virtual. Classes are offered online and via Zoom to reach children and adults at home as well.
“Our performing arts school classes were completely virtual as of last spring,” noted Kirchdoerffer. “With the zoom format, we carried out over 90 classes virtually. [It’s] Not the best way to act and sing, but the kids participating in this program love it and it was a way for them to keep in touch with each other. It has also enabled us to offer our programs outside of our region, and we have had children and instructors from other parts of the country. “
For long-term sustainability, however, it is also important that artists and organizations do not offer everything for free, but instead build a price structure that corresponds to that for personal events.
“When the pandemic started, everyone was doing something virtual and everything was free,” said Kirchdoerffer. “I think now both artists and venues are realizing they need to find a way to monetize it. There’s a lot less free content these days.”
Visual artists have also found new ways to get in touch with audiences, often through virtual galleries and spaces.
“We believe that art should be shared,” Marwan Samaha, co-founder of Showyourarts, told the E-Commerce Times. “It is therefore our mission to offer artists a tool with which they can present their art, build up their online presence, reach new target groups, build their network and become more exposed.”
Interactivity is central to involving people in virtual worlds and creating a sense of digital community.
“Showyourarts is more than just an artwork website,” explained Samaha. “It’s an interactive experience for artists around the world to connect and discover a wide collection of works [a place] Here artists and art enthusiasts can meet, discuss and exchange ideas. It’s also a way to bring the art scene together, inspire positive change, and support artists. “
New strategies have emerged for reaching new audiences and creating a real sense of community participation.
“With the advent of the pandemic, the online art market is growing to a new level,” said Samaha. “The virtual art space has changed in various ways to attract its viewers by augmenting virtual events through online auctions, private exhibitions and 3D virtual tours, and performance art.”
Ultimately, monetizing art through these virtual forums will be the key to sustainably preserving digital spaces for artists and those who promote them.
“The art market is growing and technology is playing a huge role in art marketing,” said Samaha. “Today’s art galleries are increasingly reliant on online platforms and services to reach larger audiences around the world.
“With the development of new tools like Oculus, it’s easier to navigate a 3D space and have a full experience. So we’re seeing the industry go in that direction, and we’re seeing the advent of digital art too.”
Brand awareness strategies
As with all e-commerce brands, artists need to take a multichannel approach to reaching audiences and potential customers – especially if they are mostly operating in virtual spaces.
“The channels through which customers buy products and engage with brands are constantly evolving and expanding,” Diaz Nesamoney, president and CEO of Jivox, a digital advertising and marketing company based in San Mateo, California, told the E- Commerce Times.
“Brands need to stay agile and keep up with consumers on each of these channels – including display, social media, video, website, email, and more. Most importantly, brands need to have the right technology to deliver content with the same message through all of these channels based on the specific interests of the customer at the time.
“This increases the customer experience and strengthens product and brand awareness across all channels.”
Although at some point the pandemic will slow down and life will return to what was once known to be normal, it is likely that many of the changes in the art world will persist.
“As personal capacity increases, will people just say, ‘Enough with the virtual stuff, I want to see it live’?” asked Kirchdoerffer.
“Maybe, but I think there will be certain populations who still don’t want to be around large crowds, or their health may be compromised [so] they cannot go out for whom these would still be of use.
“Also, the potential to bring this to a wider audience promises that both the venue and the artist can generate additional revenue. I’m sure there will be opportunities that allow artists and their fans to focus on another Connect level. It could be. ” will be a very immersive experience.
“Who knows, maybe one day virtual reality will bring you right on stage with the band.”