One million Euro project to study links between art and commerce

A one million Euro project has been launched to investigate how commercial producers, artists and consumers have worked together to shape our audio visual heritage.

Covering topics as diverse as television commercials, experimental film and videogames, the study is expected to challenge the traditional concept of creativity and commercial innovation as separate sectors.

The project – Technology, Exchange and Flow: Artistic Media Practices and Commercial Application – will then look at the interactions between creativity and innovation to offer insight and guidance on future policy relating to the arts and creative media.

The overall project leader, Professor Michael Punt, of the University of Plymouth, said:
“We will explore the relationship between creativity and innovation, and the complex network of practical and intellectual exchange between commercial producers, artists and consumers.

“In order to understand today’s interactive media we will work with two other Universities and partners in archives and contemporary audio visual artists paying particular attention to how they responded to new technologies such as domestic radio, television and electric shavers.”

Technology, Exchange and Flow will bring together expert teams from the University of Plymouth, the Vrije Universiteit Amsterdam, the University of Applied Arts, Vienna, and the archives at The Netherlands Film Museum (Eye Film Institute Netherlands), and The Netherlands Institute for Sound and Vision.

Their collaborative research will focus upon advertising and experimental film at a moment when the technologies of production become more widely available; post-war industrial films and early television commercials, and finally the new category of ‘prosumers’ in today’s media, looking in particular at videogames culture.

Its findings will be presented in a number of publications, symposia and conferences culminating in a major public art exhibition in Vienna in 2013 using gaming feedback strategies to engage public interaction. It is expected that the exhibition will also go to Amsterdam and Plymouth

Martha Blassnigg who co-wrote the bid and is responsible for the particular project in Plymouth said: “We hope to demonstrate a way of thinking about new media environments in which the distinctions between different kinds of producers, and indeed the consumer and the producer are much less important that their creative interaction.”

The project has funding for three years by the European Science Foundation under the HERA scheme, and is supported by The Netherlands Film Museum (Eye Film Institute Netherlands), and The Netherlands Institute for Sound and Vision.


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