We examine how arts institutions can manage user-generated content – and how it is changing the relationship between culture and business.
As new technologies develop, we may see existing models of arts sponsorship being replaced by more mutually-beneficial partnerships. User-generated content could be a major contributor to this change.
Cultural organisations and businesses face the same challenges:
- How much freedom do you give people to comment on your organisation?
- How do you monitor and control this?
- How do you get content digitised and 'out there'?
- What is the impact on copyright and IP laws?
- How do you monetise or fund this?
- What business models are needed to let users into your organisation?
- Why should you engage in social media and user-generated content at all?
We draw on examples such as Google-Prado Museum, the Royal Opera House, Institute of Contemporary Art, the Bronx Rhymes project in New York and the Art Gallery of Ontario.